In many countries, more and more products in all price categories are different shades of green, some from small companies that specialize in sustainable products, and others from big companies who have products that uphold these principles. In Australia Natural Instinct beauty and household products sell at the same price as other similar, non-green options and are of equal or higher quality. More than ever, consumers have many choices, at many price points. and sustainability is a larger factor in making price decisions.