The Australian Green Power Market to 2011

The Australian Green Power Market to 2011 published by Datamonitor in January, 2010. This report consists of 36 pages and the price starts from US $ 2795.

Introduction

Abstract

Introduction

This brief assesses the development of the green power market in Australia, covering the size of the market and take-up of accredited green power by state, including forecasts to 2011; competitor performance and offerings, and consumer attitudes and behaviours.

Scope of this research

• A survey of 1,000 households in Australia conducted in mid-2009 regarding green energy take-up and attitudes to green energy
• Breakdown of responses by state, age group, spend and household size
• Forecast take up of green power in Australia by state to June 2011

Research and analysis highlights

1.3 million households are expected to be on a green tariff by the end of June 2011 equivalent to 14.6% of the market.

Queensland is the fastest growing state according to green power take up and has become the second-highest in terms of penetration, leapfrogging NSW.

Of those with a green tariff, younger consumers were least likely to pay a premium, and also found the additional cost by far the highest barrier to signing up, however they were the most likely to sign up to green power for no extra cost.

Key reasons to purchase this research

• Evaluate consumer attitudes and behaviour in relation to green energy and other environmentally-beneficial activities
• Identify differences between consumers in different states, age groups and household size bands
• Compare market shares, tariffs and pricing of the green power retailers, from the major utilities to the latest new entrants

Table of Contents

DATAMONITOR VIEW

• CATALYST
• SUMMARY

ANALYSIS

• Demand for green power growing fastest in Queensland
  • Residential green power customer numbers reached over 940,000 by June 2009
  • Over 10 percent of Australian homes now on a green tariff

• Competitor analysis
  • Origin Energy and TRUenergy together account for over half of Australia' s green power consumers

• Company profiles
  • ActewAGL
  • AGL
  • Alinta
  • ARK Climate (Australian CO2 Exchange)
  • Aurora Energy
  • Australian Power & Gas
  • Carbon Planet
  • Click Energy
  • Climate Friendly
  • Country Energy
  • COZero
  • EnergyAustralia
  • Energy Pacific/Pacific Hydro
  • Ergon Energy
  • Horizon Power
  • Integral Energy
  • Jackgreen
  • Momentum Energy
  • Neighbourhood Energy
  • Origin Energy
  • Queensland Electricity
  • Red Energy
  • Simply Energy
  • South Australia Electricity
  • Synergy
  • TRUenergy
  • Victoria Electricity

• Consumer attitudes to green power
  • Consumers are going green, but cost is leading some to switch back to grey
  • The opportunity to purchase green power at no extra charge to current rates remains a key driver
  • Though more customers reported paying a small premium for green energy
  • One quarter of respondents without green power would be prepared to pay a premium
  • If green power is no further cost or less than a 5% premium, there is potential to attract around three-quarters of the market
  • Confusion, however, remains a key barrier to green power take up as well as cost
  • Green power is becoming less of a priority for consumers as they seek to help the environment through other methods

FORECASTS

• Growth in customers to slow only marginally as green power customers exceed 1.3m by end of June 2011

APPENDIX

• Methodology
• Definitions
• Sources
• Further reading
• Ask the analyst

TABLES

• Table: Queensland became the second largest green power market as of June 2009
• Table: Share of residential green power customers by state
• Table: Over 15% of households in Victoria on a green power tariff
• Table: Origin Energy and TRUenergy now account for over half of the green power market
• Table: There are 27 companies retailing green power in Australia
• Table: Many green power customers are unaware about whether their green power is accredited
• Table: Accessible pricing and media coverage continue to be the key drivers for switching to green power
• Table: More consumers reported paying a premium for green power
• Table: Most customers without green energy would only be prepared to sign up at no extra fee
• Table: Price is still the key barrier to signing up for green power
• Table: Additional cost and lack of understanding are more significant barriers amongst young age group
• Table: Victorian consumers most likely to feel they already do enough for the environment
• Table: Green power purchasing is less of a high priority for consumers
• Table: Forecast growth in green power customers, 2009-11
• Table: Forecast share of green power customers by state, 2009-11

FIGURES

• Figure: Queensland became the second largest green power market as of June 2009
• Figure: Over 15% of households in Victoria on a green power tariff
• Figure: Origin Energy and TRUenergy now account for over half of the green power market
• Figure: Green power tariffs offered by company by state and territory, 30 June 2009
• Figure: Many green power customers are unaware about whether their green power is accredited
• Figure: Accessible pricing and media coverage continue to be the key drivers for switching to green power
• Figure: More consumers reported paying a premium for green power
• Figure: The “light green” market in Australia accounts for about 77% of consumers
• Figure: Price is still the key barrier to signing up for green power
• Figure: Green power purchasing is less of a high priority for consumers
• Figure: By mid-2010 Australia is predicted to have 1.3million residential customers on accredited green power schemes
• Figure: Queensland to become the state with the highest share of green power customers by 2010

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