The Australian Green Power Market to 2011

NEW YORK, July 7 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

The Australian Green Power Market to 2011

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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

*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

Highlights

1.3 million households are expected to be on a green tariff by the end of June 2009 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.

Reasons to Purchase

*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

DATAMONITOR VIEW 1

CATALYST 1

SUMMARY 1

ANALYSIS 3

Demand for green power growing fastest in Queensland 3

Residential green power customer numbers reached over 940,000 by June 2009 3

Over 10 percent of Australian homes now on a green tariff 5

Competitor analysis 7

Origin Energy and TRUenergy together account for over half of Australia's green power consumers 7

Company profiles 11

ActewAGL 11

AGL 11

Alinta 11

ARK Climate (Australian CO2 Exchange) 11

Aurora Energy 12

Australian Power & Gas 12

Carbon Planet 12

Click Energy 12

Climate Friendly 12

Country Energy 13

COZero 13

EnergyAustralia 13

Energy Pacific/Pacific Hydro 14

Ergon Energy 14

Horizon Power 14

Integral Energy 14

Jackgreen 14

Momentum Energy 15

Neighbourhood Energy 15

Origin Energy 16

Queensland Electricity 16

Red Energy 16

Simply Energy 17

South Australia Electricity 17

Synergy 17

TRUenergy 18

Victoria Electricity 18

Consumer attitudes to green power 19

Consumers are going green, but cost is leading some to switch back to grey 19

The opportunity to purchase green power at no extra charge to current rates remains a key driver 20

Though more customers reported paying a small premium for green energy 22

One quarter of respondents without green power would be prepared to pay a premium 24

If green power is no further cost or less than a 5% premium, there is potential to attract around three-quarters of the market 24

Confusion, however, remains a key barrier to green power take up as well as cost 25

Green power is becoming less of a priority for consumers as they seek to help the environment through other methods 29

FORECASTS 31

Growth in customers to slow only marginally as green power customers exceed 1.3m by end of June 2011 31

APPENDIX 35

Methodology 35

Definitions 35

Sources 35

Further reading 35

Ask the analyst 36

List of Tables

Table 1: Queensland became the second largest green power market as of June 2009 4

Table 2: Share of residential green power customers by state 5

Table 3: Over 15% of households in Victoria on a green power tariff 6

Table 4: Origin Energy and TRUenergy now account for over half of the green power market 8

Table 5: There are 27 companies retailing green power in Australia 9

Table 6: Many green power customers are unaware about whether their green power is accredited 20

Table 7: Accessible pricing and media coverage continue to be the key drivers for switching to green power 21

Table 8: More consumers reported paying a premium for green power 23

Table 9: Most customers without green energy would only be prepared to sign up at no extra fee 24

Table 10: Price is still the key barrier to signing up for green power 27

Table 11: Additional cost and lack of understanding are more significant barriers amongst young age group 27

Table 12: Victorian consumers most likely to feel they already do enough for the environment 28

Table 13: Green power purchasing is less of a high priority for consumers 30

Table 14: Forecast growth in green power customers, 2009-11 33

Table 15: Forecast share of green power customers by state, 2009-11 34

List of Figures

Figure 1: Queensland became the second largest green power market as of June 2009 3

Figure 2: Over 15% of households in Victoria on a green power tariff 6

Figure 3: Origin Energy and TRUenergy now account for over half of the green power market 7

Figure 4: Green power tariffs offered by company by state and territory, 30 June 2009 10

Figure 5: Many green power customers are unaware about whether their green power is accredited 19

Figure 6: Accessible pricing and media coverage continue to be the key drivers for switching to green power 21

Figure 7: More consumers reported paying a premium for green power 23

Figure 8: The "light green" market in Australia accounts for about 77% of consumers 25

Figure 9: Price is still the key barrier to signing up for green power 26

Figure 10: Green power purchasing is less of a high priority for consumers 29

Figure 11: By mid-2010 Australia is predicted to have 1.3 million residential customers on accredited green power schemes 32

Figure 12: Queensland to become the state with the highest share of green power customers by 2010 33

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