Table of Contents
Executive Summary
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- The market
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- Figure 1: Lifestyle statements, September 2014
- Companies, brands and innovation
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- Figure 2: Natural/organic beauty and personal care product launches, by top claims, January-October 2014
- The consumer
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- Figure 3: Purchase of natural/organic toiletries, September 2014
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- Figure 4: Places of purchase of natural/organic toiletries, September 2014
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- Figure 5: Indicators of natural/organic, September 2014
- What we think
Issues and Insights
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- Overcoming the price barrier
- The facts
- The implications
- Confusing certification
- The facts
- The implications
- Focusing on benefits vs free-from
- The facts
- The implications
Trend Application
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- Trend: Prove It
- Trend: Green and Lean
- Futures Trend: Generation Next
Market Drivers
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- Key points
- Population changes
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- Figure 6: Trends in the age structure of the UK population, 2009-19
- The price barrier
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- Figure 7: Trends in how respondents would describe their financial situation, September 2013-September 2014
- Confusing certifications
- Consumer lifestyles
- Price
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- Figure 8: Lifestyle statements, September 2014
- Young people are appearance driven
Who’s Innovating?
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- Key points
- Degrees of natural and organic
- Majority of launches in skincare
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- Figure 9: Natural/organic beauty and personal care product launches, by category, January 2013-October 2014
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- Figure 10: Examples of luxury natural launches in the soap, bath and shower category, January-October 2014
- Decline in natural launches since 2011
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- Figure 11: Natural beauty and personal care product launches, by launch type, January 2010-October 2014
- Organic launches remain constant
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- Figure 12: Organic beauty and personal care product launches, by launch type, January 2010-October 2014
- Figure 13: Examples of organic line extensions, January-October 2014
- Botanical/herbal leads claims
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- Figure 14: Natural/organic beauty and personal care product launches, by selected top claims, January-October 2014
- Environmentally friendly and free-from claims see a decline
- Functional claims see a rise
Companies and Products
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- Green People
- Background and structure
- Product range and innovation
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- Figure 15: Selected products launched by Green People in the natural and organic market in the UK, March 2013-October 2014
- Marketing and advertising
- Neal’s Yard Remedies
- Background and structure
- Product range and innovation
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- Figure 16: Selected products launched by Neal’s Yard Remedies in the natural and organic market in the UK, March 2013 to October 2014
- Marketing and advertising
- Dr Organic
- Background and structure
- Product range and innovation
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- Figure 17: Selected products launched by Dr Organic in the natural and organic market in the UK, March 2013 to October 2014
- Marketing and advertising
- Yves Rocher
- Background and structure
- Product range and innovation
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- Figure 18: Selected products launched by Yves Rocher in the natural and organic market in the UK, March 2013-October 2014
- Marketing and advertising
Brand Research
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- Brand map
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- Figure 19: Attitudes towards and usage of brands in the natural and organic toiletries sector, October 2014
- Correspondence analysis
- Brand attitudes
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- Figure 20: Attitudes, by natural and organic toiletries brand, October 2014
- Brand personality
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- Figure 21: Natural and organic toiletries brand personality – macro image, October 2014
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- Figure 22: Natural and organic toiletries brand personality – micro image, October 2014
- Brand experience
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- Figure 23: Natural and organic toiletries brand usage, October 2014
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- Figure 24: Satisfaction with various natural and organic toiletries brands, October 2014
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- Figure 25: Consideration of natural and organic toiletries brands, October 2014
- Brand recommendation
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- Figure 26: Recommendation of selected natural and organic toiletries brands, October 2014
Brand Communication and Promotion
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- Key points
- Natural/organic adspend a low investment area
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- Figure 27: Advertising expenditure by selected natural/organic brands, January 2010-October 2014
- Harnessing the power of social media
The Consumer – Purchase of Natural and Organic Toiletries
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- Key points
- Purchase of personal care products
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- Figure 28: Purchase of personal care products, September 2014
- Middle-aged least likely to prefer natural/organic
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- Figure 29: Purchase of natural/organic toiletries, September 2014
- Babies’ personal care and facial skincare show highest preference
- Young people prefer natural/organic shampoo
- Men are driven by price and convenience
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- Figure 30: Places of purchase of natural/organic toiletries, September 2014
- Beauty purchases at specialist stores
The Consumer – Reasons for Preferring Natural and Organic Toiletries
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- Key points
- Health is the biggest driver
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- Figure 31: Reasons for preferring natural/organic toiletries, September 2014
- Men are driven by functionality
- Reaching young people using social media
The Consumer – Indicators of Natural/Organic
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- Key points
- Young people look for what a product contains
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- Figure 32: Indicators of natural/organic, September 2014
- Certification is low indicator
- In-store authenticity could drive specialist retailers
Appendix – Who’s Innovating?
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- Figure 33: Natural/organic beauty and personal care product launches, by positioning, January 2013-October 2014
- Figure 34: Natural/organic beauty and personal care product launches, by selected claims, January 2013-October 2014
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