Table of Contents
Executive Summary
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- The issues
- Limited regulation and saturated natural market creates blurry product lines
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- Figure 1: Difficulty identifying and stricter regulations of natural and organic personal care products, July 2015
- Few adults are loyal to natural and organic personal care products
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- Figure 2: Personal care product use, by brand type, July 2015
- Older adults most green focused; yet for the most part don’t purchase NOPC products
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- Figure 3: Only use natural and organic personal care brands, by generation, July 2015
- The opportunities
- Parents are purchasing NOPC products; offer online subscription
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- Figure 4: Only use select natural and organic personal care brands, by presence of children in household, July 2015
- Promote the health benefits of NOPC products, particularly to older adults
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- Figure 5: Health reasons for purchasing natural and organic personal care products, by age and gender, July 2015
- Create an experience in natural food stores
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- Figure 6: Shopped natural food stores most often for any personal care products, by various demographics, July 2015
- What it means
The Market – What You Need to Know
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- NOPC sales grew in natural supermarkets
- Sales of organic and non-GMO increase
- Number of natural products and lack of regulation weaken natural claims
- Parents lead the way in NOPC purchasing; opportunity to grow
Market Performance
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- NOPC product sales in natural channels continue to increase
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- Figure 7: Natural supermarket sales of select personal care products, at current prices, rolling 52 weeks September 2013-September 2015
Market Breakdown – Natural Channels
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- Skincare brings in the most revenue; oral care growing rapidly
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- Figure 8: Natural supermarket sales of select personal care products, by segment, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
Market Perspective
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- Increasing sales of organic and products with organic ingredients
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- Figure 9: Natural supermarket sales of select natural personal care products, by organic ingredient content, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
- Sales increase of products verified as non-GMO
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- Figure 10: Share of natural supermarket sales of select natural personal care products, by presence of GMO ingredients, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
Market Factors
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- Majority of personal care launches claim to be natural
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- Figure 11: Share of personal care product launches with natural claim, November 2014-November 2015
- Certification and standardized is still unregulated
- Many new NOPC products are launched online
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- Figure 12: Percentage of personal care product launches (with a natural claim) and change of share, by store type, 2010-14
- Parents lead the way in NOPC purchasing; opportunity to grow
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- Figure 13: Parental status, presence and number of children, by personal care user type, July 2015
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- Figure 14: Uses mix of mainstream and natural and organic personal care brands, by parental status, July 2015
Key Players – What You Need to Know
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- Segment sales of select natural and organic brands increasing
- Value options and ability to measure up to mainstream products struggle
- Unique formats and formulas could boost NOPC sales
Manufacturer Sales of Select Natural and Organic Personal Care Products
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- MULO performance of select NOPC brands
- Segment sales of select natural and organic personal care products
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- Figure 15: Manufacturer sales of select natural and organic personal care brands, by segment, 2014 and 2015
What’s Working?
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- Aveeno leads sales of select skincare, lotion, and sun protectant brands
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- Figure 16: MULO sales of skincare products, at current prices, rolling 52 weeks September 2013-September 2015
- Ogx leader in hair care sales
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- Figure 17: MULO sales of haircare products, at current prices, rolling 52 weeks September 2013-September 2015
- Suave Naturals loses sales as newer NOPC soap brands have big gains
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- Figure 18: MULO sales of soap products, at current prices, rolling 52 weeks September 2013-September 2015
- Natural and organic oral care sales boost the total oral care market
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- Figure 19: MULO sales of oral care products, at current prices, rolling 52 weeks September 2013-September 2015
What’s Struggling?
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- A lack of value-focused natural and organic introductions
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- Figure 20: Share of natural and organic product launches, by private label, November 2014-November 2015
- Natural and organic deodorants may not stand up to mainstream
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- Figure 21: MULO sales of deodorant products, at current prices, rolling 52 weeks September 2013-September 2015
- Natural or organic hair coloring options are limited
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- Figure 22: MULO sales of hair coloring products, at current prices, rolling 52 weeks September 2013-September 2015
- Consumers are critical of The Honest Company sun protectant
What’s Next?
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- Stricter regulations in the personal care industry proposed
- Powder face cleansers emerging among natural brands
- Activated charcoal gaining popularity in NOPC products
- Natural brands have a wipe for everything
The Consumer – What You Need to Know
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- Overall green attitudes remain similar to 2013
- A small few exclusively use natural and organic
- NOPC users shop many locations; mainly mass merchandisers
- Product claims help identify products that align with consumer needs
- Consumers have conflicting perceptions of NOPC products
- Personal benefits are the top reason for purchasing NOPC products
Attitudes toward Green Living
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- Attitudes toward green living remain largely unchanged
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- Figure 23: Attitudes toward green living, September 2013 and July 2015
- Natural and organic personal care users have greener attitudes
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- Figure 24: NOPC Users’ attitudes toward green living, by user type, July 2015
- Older generations more concerned with environment and health
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- Figure 25: Select attitudes toward green living, by generation, July 2015
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- Figure 26: Attitudes toward price and research, by generation, July 2015
- Children in household impact green action and attitudes
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- Figure 27: Attitudes toward green living, by children in household, July 2015
- Green attitudes are similar across race and origin
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- Figure 28: Attitudes toward green living, by Hispanic origin and race, July 2015
Natural and Organic Personal Care Product Use
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- A small number exclusively purchase natural and organic brands
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- Figure 29: Personal care product use, by brand type, July 2015
- Age and income factor into natural and organic personal care use
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- Figure 30: Select personal care product use, only use natural and organic brands, by age and income, July 2015
- Parents of young children are a key target for natural and organic brands
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- Figure 31: Select personal care product use, only use natural and organic brands, by presence of children in household, July 2015
- Asian adults most likely to solely use natural and organic products
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- Figure 32: Select personal care product use, only use natural and organic brands, by race and Hispanic origin, July 2015
Retailers Shopped
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- Mass merchandiser the lead location for personal care products
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- Figure 33: Retailer shopped most often for any personal care products, by user type, July 2015
- Profile of NOPC users who shop natural food stores
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- Figure 34: Shopped natural food stores shopped most often for any personal care products, by various demographics, July 2015
- Profile of NOPC users who shop online
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- Figure 35: Shopped online most often for any personal care products, by various demographics, July 2015
Importance of Personal Care Product Claims
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- Most product claims are important to NOPC product users
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- Figure 36: Importance of claims, top two box, by user type, July 2015
- Millennials and Seniors differ on claims’ importance
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- Figure 37: Importance of select product claims, top two box, by generation, July 2015
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- Figure 38: Importance of free-from claims, top two box, by generation, July 2015
- Added vitamins and safe ingredient claims important to parents
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- Figure 39: Importance of personal care claims, top two box, by parental status, July 2015
- Hispanics lean on claims most; Black and Asian adults look to some
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- Figure 40: Importance of select claims, top two box, by Hispanic origin and race, July 2015
Perceptions of Natural and Organic Personal Care Products
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- Availability and transparency could be barriers to purchasing
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- Figure 41: Availability, transparency, and health perceptions of natural and organic personal care products, by age, July 2015
- Health impact and the need for natural and organic line extensions
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- Figure 42: Health, product line extension, and skepticism perceptions of natural and organic personal care products, by user type, July 2015
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- Figure 43: Health, product line extension, and skepticism perceptions of natural and organic personal care products, by Hispanic origin and race, July 2015
- Uncertainty surrounds the impact on the environment
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- Figure 44: Environmental perceptions of natural and organic personal care products, by age, July 2015
Reasons for Purchasing Natural and Organic Personal Care Products
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- Adults purchasing NOPC do so primarily for the personal benefits
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- Figure 45: Personal benefit reasons for purchasing natural and organic personal care products, by age and gender, July 2015
- Supporting the environment is secondary
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- Figure 46: Environmental reasons for purchasing natural and organic personal care products, by age and gender, July 2015
- To feel good about oneself does drive purchasing, particularly for dads
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- Figure 47: Aspirational reasons for purchasing natural and organic personal care products, by parental status, July 2015
- Performance compared to mainstream products is not a motive
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- Figure 48: Performance reasons for purchasing natural and organic personal care products, by age and gender, July 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 49: Natural supermarket sales of select personal care products**, by presence of GMO ingredients, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
- Figure 50: Natural supermarket sales of select personal care products, by organic ingredients and naturally positioned, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
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