Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The bottom line
- Top three barriers to increased natural and organic personal care usage
- Retail channel sales and growth
- Factors that negatively impact sales growth
- Natural supermarket brand sales performance
- FDMx brand sales performance
- Share changing rapidly at natural grocery stores
- Crowded market: 3,000 new products in 2008
- Pricing and spend
- Median spend of $80 per year
- Half of December 2008 respondents buying more in spite of recession
Insights and Opportunities
-
- Growing NOPC sales among NOPC buyers
-
- Figure 1: Buying habits with traditional vs. natural/organic personal care, by segment, December 2008
- Stressing functionality and trial
- Standards benefit NOPC lines, harm phonies
- Narrative-based marketing
- Ingredient origin as marketing
- Cause marketing effective in tough economic times
- Keeping premiums low or eradicating them
-
- Figure 2: Personal finances, by age, December 2008
- Figure 3: Personal finances, by gender, December 2008
- The call for private label
- Cross-promotions for skincare
- Keeping baby safe
Inspire Insights
-
- Watch that carbon footprint
- Messaging: packaging, sampling, co-operative efforts, and greenfluentials
- The solution is packaging
- The solution is greenfluentials
- The solution is co-operative efforts
- The solution is sampling
Market Size and Forecast
-
- Key points
- Natural/organic personal care to fare better than traditional care
-
- Figure 4: U.S. sales of natural and organic personal care products in FDMx and natural supermarkets, in current dollars, 2006-10
- Figure 5: U.S. sales of natural and organic personal care products in FDMx and natural supermarkets, at inflation-adjusted prices, 2006-10
Competitive Context
-
- Lack of standards favors natural phonies
- Case study in mostly natural positioning: Tarte Health Couture’s Vitamin-infused Lipstick
- Natural “phonies” account for $168 million in FDMx sales
-
- Figure 6: Products with deceptive natural/organic positionings
- Education and encouragement equals conversion
Segment Performance
-
-
- Figure 7: Sales of personal care products at natural grocery stores and FDMx, by segment, 2006 and 2008
-
Segment Performance—Facial Skincare
-
- Total sales
-
- Figure 8: U.S. sales of facial care products at natural grocery stores and FDMx, 2006 and 2008
- Sales at FDMx
-
- Figure 9: U.S. sales of facial skincare in FDMx, traditional vs. NOPC, 2006-08
- Sales at NGS
-
- Figure 10: U.S. sales of facial care products at natural grocery stores, 2006 and 2008
Segment Performance—Body Skincare
-
- Total sales
-
- Figure 11: U.S. sales of body skincare products at natural grocery stores and FDMx, 2006 and 2008
- Sales at FDMx
-
- Figure 12: U.S. sales of body skincare in FDMx, traditional vs. NOPC, 2006-08
- Sales at NGS
-
- Figure 13: U.S. sales of body skincare products at natural grocery stores, 2006 and 2008
Segment Performance—Soap and Bath Products
-
- Total sales
-
- Figure 14: Sales of soap and bath products at natural grocery stores and FDMx, 2006 and 2008
- FDMx sales
-
- Figure 15: U.S. sales of soap and bath products in FDMx, traditional vs. NOPC, 2006-08
- NGS sales
-
- Figure 16: U.S. sales of soap and bath products at natural grocery stores, 2006 and 2008
Segment Performance—Haircare
-
- Total sales
-
- Figure 17: Sales of haircare products at natural grocery stores and FDMx, 2006 and 2008
- Sales at FDMx
-
- Figure 18: U.S. sales of haircare in FDMx, traditional vs. NOPC, 2006-08
- Sales at NGS
-
- Figure 19: U.S. sales of haircare at natural grocery stores, 2006 and 2008
Segment Performance—Oral Care
-
- Total sales
-
- Figure 20: Sales of oral care products at natural grocery stores and FDMx, 2006 and 2008
- Sales at FDMx
-
- Figure 21: U.S. sales of oral care in FDMx, traditional vs. NOPC, 2006-08
- Sales at NGS
-
- Figure 22: U.S. sales of oral care at natural grocery stores, 2006 and 2008
Segment Performance—Baby Personal Care
-
- Total sales
-
- Figure 23: Sales of baby personal care products at natural grocery stores and FDMx, 2006 and 2008
- Sales at FDMx
-
- Figure 24: U.S. sales of baby personal care in FDMx, traditional vs. NOPC, 2006-08
- Sales at NGS
-
- Figure 25: U.S. sales of baby personal care at natural grocery stores, 2006 and 2008
Segment Performance—Deodorants
-
- Total sales
-
- Figure 26: Sales of deodorants at natural grocery stores and FDMx, 2006 and 2008
- Sales at FDMx
-
- Figure 27: U.S. sales of deodorants in FDMx, traditional vs. NOPC, 2006-08
- Sales at NGS
-
- Figure 28: U.S. sales of deodorants at natural grocery stores, 2006 and 2008
Retail Channels
-
- Key points
- Shifts in market sales between the channels will mellow…
- …unless FDMx outlets revamp their NOPC mix and strategies
-
- Figure 29: U.S. sales of NOPC, FDMx vs. NGS, at current prices, 2006-08
- Wal-Mart leads
-
- Figure 30: Place of purchase for personal care products, December 2008
- Differences between buyers by channel
-
- Figure 31: Attitudes toward NOPC, by channel shopped, December 2008
-
- Figure 32: Average spend on NOPC in last six months, by channel shopped, December 2008
- Differences between buyers by store
-
- Figure 33: Attitudes toward NOPC, by store shopped, December 2008
-
- Figure 34: Attitudes toward NOPC, by store shopped, December 2008
Retail Distribution—FDMx
-
- Key points
- Natural/organic personal care items remain nearly invisible in FDMx
-
- Figure 35: U.S. sales of NOPC in FDMx, 2006-08
Retail Distribution—NGS
-
- Key points
- NGS see 2009 as a question mark
Retail Distribution—internet
-
- One in four NOPC users buy personal care online
-
- Figure 36: Internet purchase of personal care, by household income, December 2008
-
- Figure 37: Internet purchase of personal care, by gender, December 2008
- Figure 38: Internet purchase of personal care, by age, December 2008
-
- Figure 39: Personal care attitudes among internet buyers, December 2008
Market Drivers
-
- Chaos and confusion central obstacles to growth
-
- Figure 40: Organic and natural seals personal care product labels
-
- Figure 41: Obstacles to growth among current NOPC users and non-users, December 2008
- Tom’s of Maine: case study in consumer attributes that drive sales
- Majority of current NOPC buyers spending more, in spite of recession
-
- Figure 42: Buying habits vs. a year ago, December 2008
- The role of children
-
- Figure 43: Buying habits vs. a year ago, by presence of children, December 2008
Leading Companies
-
- Managing the crossover to FDMx
-
- Figure 44: U.S. sales of top natural manufacturers in FDMx, 2007 and 2008
- Category leader list at NGS may undergo facelift by 2010
-
- Figure 45: Selected brand sales and market share of NOPC in the U.S. at natural grocery stores, 2006 and 2008
Brand Share—Facial Skincare
-
- Burt’s and Hain carry 82% of sales at FDMx
-
- Figure 46: U.S. sales of top natural facial skincare brands in FDMx, 2007 and 2008
- Winners and losers at NGS
- Dr. Hauschka and MyChelle each pick up a point of share
- Hain brands lose nearly 5 percentage points of share at NGS
-
- Figure 47: U.S. brand sales of facial skincare at natural grocery stores, 2006 and 2008
Brand Share—Body Skincare
-
- Burt’s and Hain carry 78% of sales at FDMx
-
- Figure 48: U.S. sales of top natural brands in body skincare in FDMx, 2007 and 2008
- Brand gainers during 2006-08
- FDMx leaders losing share at NGS
-
- Figure 49: U.S. brand sales of body skincare in the U.S. at natural grocery stores, 2006 and 2008
Brand Share—Soap and Bath Products
-
- Soap and bath atypically fragmented at FDMx
-
- Figure 50: U.S. sales of top natural brands in soap and bath products in FDMx, 2007 and 2008
- Dr. Bronner’s and South of France gain at NGS from 2006-08
- Hain drops 3 percentage points of share at NGS
-
- Figure 51: U.S. brand sales of soap and bath products at natural grocery stores, 2006 and 2008
Brand Share—Haircare
-
- Namasté and Hain carry half of sales at FDMx
-
- Figure 52: U.S. sales of top natural brands in haircare in FDMx, 2007 and 2008
- Most growth at NGS seen in “other” brands
- Gains made by “other” brands taken from Hain and Nature’s Gate
-
- Figure 53: U.S. brand sales of baby haircare at natural grocery stores, 2006 and 2008
Brand Share—Oral Care
-
- Tom’s dominates at FDMx
-
- Figure 54: U.S. sales of top natural brands in oral care in FDMx, 2007 and 2008
- Brand gainers during 2006-08
- Brand losers
-
- Figure 55: U.S. brand sales of oral care at natural grocery stores, 2006 and 2008
Brand Share—Deodorants
-
- Tom’s and Hain carry 93% at FDMx
-
- Figure 56: U.S. sales of top natural deodorant brands in FDMx, 2007 and 2008
- Front runner Tom’s makes gains on the back of Hain’s losses at NGS
-
- Figure 57: U.S. brand sales of deodorant at natural grocery stores, 2006 and 2008
Brand Share—Baby Personal Care
-
- Honky Tots picks up 5 percentage points of share in one year at FDMx
-
- Figure 58: U.S. sales of top natural brands in baby personal care in FDMx, 2007 and 2008
- Emerging brands up 6 percentage points at NGS from 2006-08
- Burt’s and Hain losing share at NGS
-
- Figure 59: U.S. brand sales of baby personal care at natural grocery stores, 2006 and 2008
Brand Qualities and Brand Marketing
-
- Speaking to two audiences
- The Hain Celestial Group
- Zia Natural Skincare
- Jason Natural Cosmetics
- Tom’s of Maine
- Burt’s Bees
-
- Figure 60: Burt’s Bees television ad, December 2007
- Simple, short, recognizable ingredient list a staple of premium positioning
-
- Figure 61: Natural/organic product comparisons, body lotions, with natural supermarket sales and growth
Innovation and Innovators
-
- New product launches and all-natural/organic claims
-
- Figure 62: Number of natural/organic personal care products added to GNPD in 2008
- All-natural product launches grow 530% from 2007-08
-
- Figure 63: Total variants added to GNPD with all-natural claims, Q3 2007-Q3 2008
- Figure 64: Total variants added to GNPD with all-natural claims, by segment, Q3 2007 AND Q4 2007
- Figure 65: Total variants added to GNPD with all-natural claims, by segment, Q1 2008-Q3 2008
- Organic product launches grew 77% from Q3 2007-Q3 2008
-
- Figure 66: Total variants added to GNPD with organic claims, Q3 2007-Q3 2008
- Figure 67: Total variants added to GNPD with organic claims, by segment, Q3 2007 AND Q4 2007
-
- Figure 68: Total variants added to GNPD with organic claims, by segment, Q1 2008-Q3 2008
- New product releases not necessarily following the money
-
- Figure 69: Segment sales and growth compared to new product releases, by segment, 2006 and 2008
- Naturally positioned versus truly natural
- New products by segment
- Facial skincare
- Body skincare new items
- Haircare new items
- Baby personal care
- Oral care
- Soap and bath new items
Usage
-
- Trial
-
- Figure 70: Trial of natural/organic personal care products, by age, December 2008
-
- Figure 71: Trial of natural/organic personal care products, by HH income and presence of children, December 2008
- Men as likely to have tried NOPC as women, but women buy the products for them
-
- Figure 72: Trial of natural/organic personal care products, by gender, December 2008
- Figure 73: Purchase of any personal care products, by gender, December 2008
- Trial vs. usage
-
- Figure 74: Trial vs. current usage, by gender, age, HH income and presence of children, December 2008
Obstacles to Growth by Demographic
-
- Focus on women, 18-34s, over-$50Ks, and parents
-
- Figure 75: Obstacles to growth, by gender and age, December 2008
-
- Figure 76: Obstacles to growth, by household income and presence of children, December 2008
- Pricing and availability only relevant if the buyer wants the product in the first place
-
- Figure 77: Attitudes toward price and product availability, by gender and age, December 2008
Expenditure on Natural/Organic Personal Care
-
- NOPC carries 40% of spend among those who currently use NOPC
-
- Figure 78: Median annual spend on all personal care and NOPC, December 2008
- Men and parents spend more
-
- Figure 79: Bracketed spend on natural/organic personal care products, by gender, December 2008
-
- Figure 80: Spend in last six months on natural/organic personal care, by presence of children, December 2008
- Men who do buy NOPC spending more
-
- Figure 81: Buying habits vs. a year ago, by gender, December 2008
Attitudes
-
-
- Figure 82: Attitudes towards personal care products, by age, December 2008
- Figure 83: Attitudes towards personal care products, by gender, December 2008
-
- Figure 84: Attitudes towards personal care products, by household income, December 2008
- Figure 85: Attitudes towards personal care products, by presence of children, December 2008
-
Race and Hispanic Origin
-
- Introduction
- Trial vs. usage
-
- Figure 86: Any usage of natural/organic personal care products, by race/Hispanic origin, December 2008
- Figure 87: Attitudes toward natural and organic personal care, by race/Hispanic origin, December 2008
- Expenditure
-
- Figure 88: Buying habits vs. a year ago, by race/Hispanic origin, December 2008
- OEL Hispanics mix it up more than whites
-
- Figure 89: Facial care buying habits with traditional vs. NOPC, by race/Hispanic origin, December 2008
-
- Figure 90: Body skincare buying habits with traditional vs. NOPC, by race/Hispanic origin, December 2008
- Figure 91: Haircare buying habits with traditional vs. NOPC, by race/Hispanic origin, December 2008
-
- Figure 92: Oral care buying habits with traditional vs. NOPC, by race/Hispanic origin, December 2008
Custom Consumer Groups
-
- Organic produce buyers the highest spenders
-
- Figure 93: Purchasing behavior and spending on personal care products, December 2008
-
- Figure 94: Number of personal care products used daily and weekly, December 2008
-
- Figure 95: Buying habits of natural/organic personal care compared to a year ago, December 2008
- Profile of NOPC buyers suggests rapid growth ahead
-
- Figure 96: Attitudes toward personal care, by current use of NOPC, December 2008
- A closer look at recession sufferers, promoters, and experimenters
-
- Figure 97: Personal care attitudes, by response category, December 2008
Cluster Analysis
-
- Naturalizers
- Who they are
- Opportunity
- Skeptics
- Who they are
- Opportunity
- Dispassionates
- Who they are
- Opportunity
- Cluster characteristics
-
- Figure 98: Natural personal care clusters, December 2008
- Figure 99: Personal attributes, by natural personal care clusters, December 2008
- Figure 100: Attitudes toward new products, by natural personal care clusters, December 2008
-
- Figure 101: Attitudes toward NOPC products, by natural personal care clusters, December 2008
- Cluster demographics
-
- Figure 102: Natural personal care clusters, by gender, December 2008
- Figure 103: Natural personal care clusters, by age, December 2008
- Figure 104: Natural personal care clusters, by HH income, December 2008
-
- Figure 105: Natural personal care clusters, by race, December 2008
- Figure 106: Natural personal care clusters, by Hispanic origin, December 2008
- Cluster methodology
Appendix: Current State of Natural/Organic Standards
-
- Natural and organic standards take further shape
-
- Figure 107: Organic and natural seals defining personal care products
- Defining organic personal care
- Defining “natural” personal care
Appendix: Additional tables: Obstacles to purchase
-
-
- Figure 108: Obstacles to purchasing natural/organic personal care, by race/Hispanic origin, December 2008
- Figure 109: Obstacles to purchasing natural and organic personal care, by household income, December 2008
-
Appendix: Additional Tables: Place of Purchase by Gender and Presence of Children
-
-
- Figure 110: Purchase place of natural/organic personal care products, by gender, December 2008
-
- Figure 111: Purchase place of natural/organic personal care products, by presence of children, December 2008
-
Appendix: Trade Associations
Back to top