Environmental wellness is becoming more of a priority for many Americans, according to a new study by Mintel. The research company’s latest report on green living shows that more than one-third (35%) of survey respondents say they would pay more for “environmentally friendly” products.

“Given this increased interest in the environment over the past few years, nearly every segment of consumer products now offers a ‘green’ option for shoppers,” comments Chris Haack, Mintel senior analyst. “Food and beverage and personal care are the two most mature categories* and account for the majority of green products in the marketplace.”

Sales of green personal care products increased by 18% from 2006-08, and saw only a slight incline in 2009 (1.2%). This segment, according to Mintel, is poised to resume rapid growth once consumer spending begins to recover from the current downturn. One-third of all consumers have never tried organic or natural personal care products, suggesting that there is plenty of room for growth in this market.

According to Mintel’s Global New Product Database (GNPD), new products with an organic or natural claim only encompassed 5% of all beauty and personal care product launches in 2006 but increased to nearly 10% in 2008 and held steady through 2009. According to Chris Haack, “we expect to see a growing trend toward upscale green personal care products targeted to spas, salons and other high-end retail outlets in the coming years.”