Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Market context
- Economic and other assumptions
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on natural and organic personal care products
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- Figure 1: Short, medium and longer-term impact of COVID-19 on natural and organic personal care, November 2020
- Opportunities and Challenges
- Restricted spending may impact NOPC purchases
- COVID-19 lifestyle disruptions create both challenges and opportunities for NOPC brands
- A focus on wellness will propel natural brands
- Younger Canadians are strong proponents of NOPC brands
- Biotechnology and lab-based solutions offer an alternative to plant-based naturals
The Market – Key Takeaways
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- COVID-19 has led to a stronger embrace of self-care and wellness
- The economic slowdown will lead to more measured spending
- Apprehension about visiting salons and spas spurs an uptick in DIY approaches
- Biotechnology can offer safe and sustainable alternatives to traditional plant-based products
- Transparency will be key to consumer trust
Impact of COVID-19
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- Impact of COVID-19 on natural and organic personal care products
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- Figure 2: Short, medium and longer-term impact of COVID-19 on natural and organic personal care products, November 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: Canadian context
Market Factors
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- COVID-19 has led to a stronger embrace of self-care and wellness
- The economic slowdown will lead to more measured spending
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- Figure 3: Personal care category spending priority increase motivated by COVID-19, by purchasers of mainstream products only vs purchasers of a mix of mainstream and NOPC products, July 2020
- Apprehension about visiting salons and spas spurs an uptick in DIY approaches
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- Figure 4: Overtone Color Instagram post, July 2020
- Figure 5: Paintbox Nails Instagram post, March 2020
Market Opportunities
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- Biotechnology can offer safe and sustainable alternatives to traditional plant-based products
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- Figure 6: Bioeffect Instagram post, May 2019
- Figure 7: Biossance Instagram post, July 2020
- Pre-, pro- and post-biotics offer another natural alternative to plants
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- Figure 8: Gallinée Youthful Serum (US), June 2020
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- Figure 9: Ouai Body Cleanser (US), October 2019
- Figure 10: Aveeno Kefir Probiotic Blend Shampoo (US), June 2020
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- Figure 11: Elina Organics Instagram post, April 2020
- Transparency will be key to consumer trust
- Brands can simplify this process for shoppers by doing the legwork
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- Figure 12: Sephora Canada Instagram post, October 2020
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- Figure 13: ProvenanceHQ Instagram post, May 2020
- Figure 14: ProvenanceHQ Instagram post, September 2020
Companies and Brands – Key Takeaways
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- CBD offers relief to stressed-out shoppers
- COVID-19 routine disruptions create new opportunities
Competitive Strategies
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- CBD offers relief to stressed-out shoppers
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- Figure 15: The Uplifters' Prima Enlightenment Serum Concentrated Boost (US), April 2020
- COVID-19 routine disruptions create new opportunities
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- Figure 16: Each and Every Instagram post, April 2020
- Figure 17: Each and Every Instagram post screenshot, February 2020
The Consumer – Key Takeaways
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- The majority of personal care shoppers include NOPC brands in their repertoire
- Personal care shoppers are divided over the importance of natural ingredients
- Natural shoppers are increasing their NOPC product purchases
- Health is the biggest purchase driver for NOPC products
- A small portion of shoppers are willing to sacrifice pricing and performance to get natural ingredients
Personal Care Product Purchases
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- The majority of personal care shoppers include NOPC brands in their repertoire
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- Figure 18: Types of personal care product purchases, July 2020
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- Figure 19: Types of personal care product purchases, by age, July 2020
- Canadians are purchasing a wide range of personal care products
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- Figure 20: Natural and organic personal care product purchases, by users of each format, July 2020
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- Figure 21: Personal care product repertoire, July 2020
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- Figure 22: Personal care product repertoire averages, by age, July 2020
Importance of Having Natural or Organic Personal Care Products
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- Personal care shoppers are divided over the importance of natural ingredients
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- Figure 23: Importance of having natural or organic personal care products, July 2020
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- Figure 24: Importance of having natural or organic personal care products, by gender and age, July 2020
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- Figure 25: Importance of having natural or organic personal care products, parents vs non-parents, July 2020
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- Figure 26: Importance of having natural or organic personal care products, South Asians vs overall, July 2020
Importance of Ingredients
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- Canadians are paying attention to product formulations
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- Figure 27: Frequency of checking personal care product labels prior to purchase, July 2020
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- Figure 28: Frequency of checking personal care product labels prior to purchase, 18-44s vs over-45s, July 2020
- BIPOC shoppers review ingredients for functionality
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- Figure 29: Mielle Organics Instagram post, October 2020
- Figure 30: Shea Moisture Canada Instagram post, March 2020
- NOPC shoppers are very interested in ingredient labels
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- Figure 31: Those who always check personal care product labels prior to purchase, by NOPC purchase rates, July 2020
Change in Natural or Organic Purchase Behaviour
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- Natural shoppers are increasing their NOPC product purchases
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- Figure 32: Change in natural or organic personal care product purchase rates, July 2020
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- Figure 33: Change in natural or organic personal care product purchase rates, by age, July 2020
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- Figure 34: Thirsty Naturals Instagram post, October 2019
Natural and Organic Personal Care Purchase Drivers
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- Health is the biggest purchase driver for NOPC products
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- Figure 35: Natural or organic purchase drivers, July 2020
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- Figure 36: Laurel Skin Instagram post, September 2020
- Figure 37: Take it up to 100 with Patrick Mahomes & Troy Polamalu | Head & Shoulders, September 2020
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- Figure 38: Natural or organic purchase drivers, men vs women, July 2020
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- Figure 39: Natural or organic purchase drivers, 18-44s vs over-45s, July 2020
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- Figure 40: Natural or organic purchase drivers (select), South Asian Canadians vs overall, July 2020
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- Figure 41: Natural or organic purchase drivers (select), parents vs non-parents, July 2020
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- Figure 42: Natural or organic purchase drivers, buyers of 1-3 natural product formats vs buyers of 7+ natural product formats, July 2020
Natural and Organic Product Attitudes
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- Personal and environmental safety are key features of NOPC brands
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- Figure 43: Attitude statements (% agree), July 2020
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- Figure 44: Thinksport Instagram post, February 2020
- Figure 45: Attitude statements (% agree), exclusive natural vs exclusive mainstream personal care shoppers, July 2020
- Most Canadians are unwilling to pay a premium for natural brands
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- Figure 46: ‘Natural or organic personal care products are worth paying more for’ (% agree), by age, July 2020
- Some shoppers are committed enough to natural brands to sacrifice performance
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- Figure 47: ‘I am willing to sacrifice some effectiveness if it means a personal care product is more natural’ (% agree), by age, July 2020
Interest in Format Variations
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- Canadians are willing to consider a variety of formats
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- Figure 48: Interest in formats, July 2020
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- Figure 49: Trial of select formats, by age, July 2020
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- Figure 50: Prior use of formats, heavy NOPC buyers vs heavy personal care buyers, July 2020
- Recycled packaging is widely accepted
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- Figure 51: UpCircle Beauty Instagram post, September 2020
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- Figure 52: The Body Shop Carrot Cream Nature Rich Daily Moisturiser (Canada), September 2019
- Package-free options will need to address hygiene concerns during the pandemic
- Younger shoppers already have considerable experience with solid products
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- Figure 53: Ethique: What if you had to go where your rubbish went?, October 2018
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- Figure 54: Ethique Concentrates – Rethink refillables with Ethique's new concentrate range (extended), October 2020
- Water-free products have considerable room to grow
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- Figure 55: Rejection of select formats, 18-24s vs over-65s, July 2020
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- Figure 56: Cooluli_USA Instagram post, October 2020
- Refillables will need to be convenient for wider uptake
- Brands using essential oils can benefit from the wellness movement
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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