More than half of small office and home office consumers buy environmentally friendly office supply products. That number increases to 76% among those purchasing for an office of 31-50 employees, who have a larger carbon footprint, according to The NPD Group’s latest report, Understanding the Small and Home Office Consumer.
“Consumers today are becoming increasingly cognizant of the products they use and food they put into their bodies,” says Leen Nsouli, industry analyst for The NPD Group’s office supplies division. “The emphasis consumers and marketers are placing on green products presents a big opportunity for revenue and innovation within the office supplies industry.”
Paper products such as notebooks and janitorial supplies are the most popular green supplies purchased, driven by printer/copier paper, paper towels, and cleaning supplies.
Overall, purchasers are pleased with the choice of green products, with nearly 80% indicating they are very to extremely satisfied. In particular, green product users like the fact that they are using non-toxic products, and are doing their part to help the environment. At the same time, some feel they lack the quality of non eco-friendly products, and can be expensive, the report states.
“Environmentally friendly products are popular among office supplies purchasers; however, there is room for improvement and further development,” Nsouli says. “Manufacturers should take consumer dislikes into consideration, to further capitalize on this trend and get ahead of the competition.”