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Natural and Organic Personal Care Consumer - US - December 2016

OVERVIEW
What you need to know
Definition
The following categories are excluded from the scope of this Report:
EXECUTIVE SUMMARY
Market overview
NOPC growth surpasses mainstream personal care, despite losing some momentum
Figure 1: Natural supermarket sales of select personal care products, at current prices, rolling 52 weeks Sept. 7, 2014-Sept. 4, 2016
The issues
Further regulation could have mixed results for NOPC use
Figure 2: Select personal care products purchased, by brand type, October 2016
Cost and skepticism are barriers to use
Figure 3: Purchase barriers for natural and organic personal care, October 2016
The opportunities
Position NOPC as part of a healthier lifestyle
Figure 4: Select attitudes toward lifestyle, by NOPC use, October 2016
Simple, familiar ingredients are prime indicators of natural
Figure 5: Select purchase indicators, October 2016
Emphasize main purchase motivators: Safety and quality
Figure 6: Select reasons for buying natural and organic personal care – Any rank (net), October 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
NOPC sales growth outpacing mainstream markets
Essential and massage oils, deodorant see highest gains
Healthy lifestyle ambitions pave way for NOPC growth
Increased regulation, retail landscape could impact NOPC growth
MARKET PERFORMANCE
NOPC growth in natural supermarkets ahead of mainstream personal care
Figure 7: Natural supermarket sales of select personal care products, at current prices, rolling 52 weeks September 2014-September 2016
Figure 8: Sales growth (percentage change) of men’s personal care, body care and deodorant, and soap, bath, and shower products, at current prices, 2016 (est)
MARKET BREAKDOWN
Essential oils, massage oils gaining amidst tactics for stress relief
Deodorant grows among expansion of natural options
Figure 9: Select natural deodorant products
Skincare growing, limited by higher penetration
Figure 10: Natural supermarket sales of select personal care products, by segment, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
MARKET PERSPECTIVE
Healthier living fosters NOPC growth
MARKET FACTORS
Increased regulation could yield mixed results
Retailers’ stance on chemicals also at play
Decline in family households could hurt NOPC
Figure 11: Family and non-family households, 2006-16
KEY PLAYERS – WHAT YOU NEED TO KNOW
Oral care leading segment within NOPC
Brands featuring simple, familiar ingredients and safety prevail
Natural versions of mainstream brands struggle
Experiential packaging, more DIY to come
MANUFACTURER SALES OF NATURAL AND ORGANIC PERSONAL CARE PRODUCTS
MULO performance of select NOPC brands
Nearly all NOPC segments experiencing growth
Figure 12: Manufacturer sales of select natural and organic personal care brands, by segment, rolling 52 weeks 2015 and 2016
WHAT’S WORKING?
Familiar ingredients resonate with consumers
Figure 13: Sales of Burt’s Bees, Jason, and Kiss My Face, rolling 52 weeks 2015 and 2016
NOPC shoppers prioritize safety
Figure 14: Sales of SheaMoisture and Alba, rolling 52 weeks 2015 and 2016
WHAT’S STRUGGLING?
Natural versions of mainstream brands on the decline
Figure 15: Sales of select mainstream brands with natural sub-brands, rolling 52 weeks 2015 and 2016
WHAT’S NEXT?
Packaging that is smarter supports natural claims
A DIY approach to NOPC products
THE CONSUMER – WHAT YOU NEED TO KNOW
NOPC consumers more likely to buy organic food, exercise at a gym
Body, hair, and facial products most commonly used NOPC segments
Simple, familiar ingredients are top indicators of NOPC
General statements valued as certifications lack clarity, awareness
Safety and quality drive purchases, while cost is main barrier
Consumers buy more NOPC than they did one year ago
ATTITUDES TOWARD LIFESTYLE
Regardless of NOPC use, consumers trying to live healthier
Figure 16: Tom’s of Maine commercial, June 2016
NOPC users want to live healthier in all aspects of life, willing to invest
Select NOPC users seek socially responsible companies
Figure 17: Attitudes toward lifestyle, by NOPC users^ and non-users^^, October 2016
Millennials, iGens more likely to research companies
Older generations go out of their way for environment, trying to live healthier
Figure 18: Select attitudes toward lifestyle, by generation, October 2016
Hispanics’ attitudes align with broader population
Figure 19: Attitudes toward lifestyle, by Hispanic origin, October 2016
NATURAL AND ORGANIC PERSONAL CARE PRODUCT USAGE
Prevalence of options propel use of natural body, face, and haircare
Larger assortment, efficacy perceptions drive mainstream deodorant preference
Die-hard NOPC consumers are limited
Figure 20: Personal care products purchased, by brand type, October 2016
Younger consumers use NOPC more than older counterparts do
Figure 21: Personal care products purchased, any natural or organic (net), by generation, October 2016
Parents seek information, more likely to buy natural
Figure 22: Personal care products purchased, any natural or organic (net), by parental status, October 2016
Hispanics purchase mainstream brands as value matters most
Figure 23: Personal care products purchased, only traditional/mainstream, by Hispanic origin, October 2016
NOPC PURCHASE INFLUENCERS
Ingredient simplicity, familiarity top drivers in identifying NOPC products
One third of consumers say store is an influencer
Figure 24: Purchase influencers, October 2016
Younger generations rely more on brand, store, and packaging
Figure 25: Select purchase influencers, by generation, October 2016
Parents, young adults are more engaged in the category
Figure 26: Parental status, by Millennials, October 2016
Figure 27: Select purchase influencers, by parental status, October 2016
Hispanics rely more on packaging, store, and aisle location
Figure 28: Select purchase influencers, by Hispanic origin, October 2016
NOPC CLAIMS
General statements matter as certifications lack awareness, clarity
Not tested on animals is important
Figure 29: Importance of NOPC claims, October 2016
Younger generations care more about certifications, locally made
Figure 30: Importance of select NOPC claims – Any important (net), by generation, October 2016
Parents more likely to say a wide variety of claims are important
Figure 31: Importance of select NOPC claims – Any important (net), by parental status, October 2016
MOTIVATORS FOR BUYING NOPC
Perceptions of safety propels NOPC purchases
Consumers less swayed by perceptions of luxury
Figure 32: Reasons for buying natural and organic personal care – Any rank (net), October 2016
Safety is motivating for older adults, younger buy for quality
Figure 33: Select reasons for buying natural and organic personal care – Any rank (net), by generation, October 2016
Hispanics more likely to value beautician’s recommendation
Figure 34: Select reasons for buying natural and organic products – Any rank (net), by Hispanic origin, October 2016
BARRIERS FOR BUYING NOPC
Higher prices lead reason why consumers don’t purchase
Figure 35: Prices of select natural and mainstream personal care products, by segment, Nov. 16, 2016
Non-users are skeptical
Figure 36: Purchase barriers for natural and organic personal care – Any rank (net), October 2016
Older generations stick with what they know
Figure 37: Select barriers to purchasing natural and organic personal care – Any rank (net), by generation, October 2016
ATTITUDES TOWARD NOPC
NOPC users are buying more than they did a year ago
Skepticism impacted by lack of regulations
Some skepticism of mainstream natural sub-brands
Figure 38: Attitudes toward natural and organic personal care products, October 2016
Younger generations less skeptical, more into DIY
Figure 39: Select attitudes toward natural and organic personal care, by generation, October 2016
Hispanics engaged with NOPC, follow brands on social media
Figure 40: Select attitudes toward natural and organic personal care, by Hispanic origin, October 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – MARKET
Figure 41: Natural supermarket sales of select personal care products, by segment, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
Figure 42: Natural supermarket sales of select personal care products, by organic ingredients, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
Figure 43: Organic share of natural supermarket sales of natural and organic personal care products, by segment, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
Figure 44: Natural supermarket sales of natural and organic personal care products, by GMO ingredients, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
Figure 45: Non-GMO project verified share of natural supermarket sales of natural and organic personal care, by segment, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
APPENDIX – CONSUMER
Correspondence Analysis Methodology
Figure 46: Correspondence analysis – Natural and organic personal care consumer product usage, October 2016
Figure 47: Natural and organic personal care consumer product usage, October 2016

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