April 22, 2008 - Wal-Mart's effort to promote environmentally preferable products to its customers appears to be paying off. The average adoption rate of five key green products jumped 66% since last April, according to the retail giant's Live Better Index of consumers' sustainable shopping habits.

The index, launched last year, tracks sales of compact fluorescent lightbulbs (CFLs), organic baby food and milk, recycled-content paper products, and concentrated liquid detergent. Here are the average adoption rates by product:

• Compact fluorescent light (CFL) bulbs - 20% (up from 13% in 2007)
• Organic baby food and formula - 4% (down from 4% in 2007)
• Organic milk - 2% (up from 1% in 2007)
• Recycled-content paper products - 8% (up from 51% in 2007)
• Concentrated/reduced-packaging liquid laundry detergents - 76%  (up from 23% in 2007)
  

The biggest boost - that of concentrated laundry detergent - comes in the wake of Wal-Mart's much-publicized 2007 pledge to stock only concentrated liquid laundry detergent on store shelves.

"The fact that product adoption has increased dramatically in one year shows that the decisions our customers make in the aisles - coupled with Wal-Mart's commitment to providing more eco-friendly choices at the best value - is helping consumers and the planet live better together," says Stephen Quinn, Wal-Mart's chief marketing officer.

Over the coming year, Wal-Mart's Live Better Index will also track sales of sustainable coffee and eco-friendly cleaning products. In January, Wal-Mart began carrying Clorox's Green Works cleaning products. The retailer introduced its own line of Sam's Choice Fairtrade coffee earlier this month.

The company will be promoting its sustainable products in stores and online throughout the month of April.