Table of Contents
Introduction
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- Definition
- Natural and organic
- Natural
- Organic
- Important note
- Methodology
- Consumer research
- Abbreviations
Executive Summary
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- The market
- Market factors
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- Figure 1: Reasons for buying natural or organic toiletries, November 2012
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- Figure 2: Reasons for not buying natural or organic toiletries, November 2012
- Companies, brands and innovation
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- Figure 3: All beauty and personal care new product launches, by top 15 claims, January - October 2012
- The consumer
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- Figure 4: Perceptions of ‘natural’ as defined by consumers, November 2012
- What we think
Issues in the Market
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- How can the natural and organic market gain consumer confidence?
- How can the natural and organics market ensure growth in a difficult economy?
- How can brands better communicate with consumers?
Trend Application
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- Trend: Simple Balance for Health
- Trend: Help Me Help Myself
- 2015 Trend: East Meets West
Market Drivers
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- Key points
- Increased consumer awareness
- Lack of regulation is a double-edged sword
- The time for transparency is now
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- Figure 5: Agreement with selected environmental statements, 2008-12
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- Figure 6: Attitudes towards natural/organic products, 2008-12
- Certifications
- COSMOS-standard
- BDIH
- EcoCert
- NaTrue
- REACH – Registration, Evaluation, Authorisation and Restriction of Chemical Substances
- The Organic Trade Board
- Soil Association
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Degrees of natural and organic
- Botanical/herbal claims dominate product launches
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- Figure 7: All beauty and personal care product launches, by top 15 claims, January 2011-October 2012
- A blurring market
- Organic claims lead launches
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- Figure 8: New product launches, by natural positioning, January 2011-October 2012
- Recent launches of all-natural AND botanic AND organic products
- Skincare sector dominates natural launches
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- Figure 9: Percentage of product launches with an all-natural claim, by category, January 2011-October 2012
Companies and Products
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- Terre d’Oc
- Background and structure
- Product range and innovation
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- Figure 10: Selected products launched by Terre d’Oc in the natural and organic market in the UK, July 2012
- Azafran Innovacion
- Background and structure
- Product range and innovation
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- Figure 11: Selected products launched by Azafran Innovacion in the natural and organic market in the UK, April 2012
- Urtekram
- Background and structure
- Product range and innovation
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- Figure 12: Selected products launched by Urtekram in the natural and organic market in the UK, April 2012
- Green People
- Background and structure
- Product range and innovation
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- Figure 13: Selected products launched by Green People in the natural and organic market in the UK, October 2012
- Marketing and advertising
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- Figure 14: Total Advertising Expenditure by Green People, by brand and media type, January 2011-October 2012
- Neal’s Yard Remedies
- Background and structure
- Product range and innovation
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- Figure 15: Selected products launched by Neal’s Yard Remedies in the natural and organic market in the UK, October 2012
- Marketing and advertising
- Dr Organic
- Background and structure
- Product range and innovation
- Marketing and advertising
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- Figure 16: Total Advertising Expenditure by Dr Organic, by brand and media type, January 2011-October 2012
- Yves Rocher
- Background and structure
- Product range and innovation
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- Figure 17: Selected products launched by Yves Rocher in the natural and organic market in the UK, September 2012
Brand Communication and Promotion
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- Key points
- Methodology outline
- Advertising and austerity
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- Figure 18: Total above-the-line expenditure in the beauty and personal care market, 2008- 2012
- Natural and organic brands are barely visible
- Lack of advertising feeds the confusion
- Online opportunities
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- Figure 19: Social media activity amongst selected natural or organic beauty and personal care brands, February 2013
Consumer Lifestyles
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- Key points
- Keen to be green
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- Figure 20: Indicators of natural or organic or green lifestyles, November 2012
- The price of ethics
Consumer Purchase of Natural or Organic Toiletries
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- Key points
- Essentials do business
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- Figure 21: Purchase of natural or organic toiletries, by product type, six months to November 2012
- Performance vs natural
Consumer Perceptions of Natural
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- Key points
- Consumer confusion
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- Figure 22: Perceptions of ‘natural’ as defined by consumers, November 2012
- Image is all
Consumer Reasons for Buying Natural and Organic Toiletries
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- Key points
- Health matters
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- Figure 23: Reasons for buying natural or organic toiletries, November 2012
- What about the ethics?
Consumer Reasons for Not Buying Natural and Organic Toiletries
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- Key points
- Savvy shoppers
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- Figure 24: Reasons for not buying natural or organic toiletries, November 2012
- Confusion and mistrust
- Availability and visibility
Appendix – Consumer Lifestyles
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- Figure 25: Indicators of natural or organic or green lifestyles, November 2012
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- Figure 26: Indicators of natural or organic or green lifestyles, by indicators of natural or organic or green lifestyles, November 2012
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- Figure 27: Purchase of natural or organic toiletries in the last six months, by most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 28: Purchase of natural or organic toiletries in the last six months, by next most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 29: Purchase of natural or organic toiletries in the last six months, by other indicators of natural or organic or green lifestyles, November 2012
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- Figure 30: Number of natural or organic toiletries purchased in the last six months, by most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 31: Number of natural or organic toiletries purchased in the last six months, by next most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 32: Number of natural or organic toiletries purchased in the last six months, by other indicators of natural or organic or green lifestyles, November 2012
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- Figure 33: Reasons for buying natural or organic toiletries, by most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 34: Reasons for buying natural or organic toiletries, by next most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 35: Reasons for buying natural or organic toiletries, by other indicators of natural or organic or green lifestyles, November 2012
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- Figure 36: Reasons for not buying natural or organic toiletries, by most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 37: Reasons for not buying natural or organic toiletries, by next most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 38: Perceptions of ‘natural’ as defined by consumers, by most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 39: Perceptions of ‘natural’ as defined by consumers, by next most popular indicators of natural or organic or green lifestyles, November 2012
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- Figure 40: Perceptions of ‘natural’ as defined by consumers, by other indicators of natural or organic or green lifestyles, November 2012
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- Figure 41: Most popular indicators of natural or organic or green lifestyles, by demographics, November 2012
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- Figure 42: Next most popular indicators of natural or organic or green lifestyles, by demographics, November 2012
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- Figure 43: Other indicators of natural or organic or green lifestyles, by demographics, November 2012
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Appendix – Consumer Purchase of Natural and Organic Toiletries
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- Figure 44: Purchase of natural or organic toiletries in the last six months, November 2012
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- Figure 45: Purchase of natural or organic toiletries in the six months, by number of natural or organic toiletries purchased in the last six months, November 2012
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- Figure 46: Reasons for buying natural or organic toiletries, by number of natural or organic toiletries purchased in the last six months, November 2012
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- Figure 47: Most popular purchase of natural or organic toiletries in the last six months, by demographics, November 2012
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- Figure 48: Next most popular purchase of natural or organic toiletries in the last six months, by demographics, November 2012
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- Figure 49: Number of natural or organic toiletries purchased in the last six months, by demographics, November 2012
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Appendix – Consumer Perceptions of Natural
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- Figure 50: Perceptions of ‘natural’ as defined by consumers, November 2012
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- Figure 51: Reasons for buying natural or organic toiletries, by perceptions of ‘contain ingredients from plants, fruit, seeds etc and contain organic ingredients’ as defined by consumers, November 2012
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- Figure 52: Reasons for buying natural or organic toiletries, by perceptions of ‘contain botanical/herbal ingredients and free-from chemicals’ as defined by consumers, November 2012
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- Figure 53: Reasons for buying natural or organic toiletries, by perceptions of ‘have no additives/ preservatives and fragrance-free’ as defined by consumers, November 2012
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- Figure 54: Reasons for buying natural or organic toiletries, by perceptions of ‘not contain animal ingredients and contain aromatherapy ingredients’ as defined by consumers, November 2012
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- Figure 55: Reasons for buying natural or organic toiletries, by perceptions of ‘come in recycled packaging and certified organic’ as defined by consumers, November 2012
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- Figure 56: Reasons for buying natural or organic toiletries, by perceptions of ‘vitamin/mineral fortified and dermatologically-tested’ as defined by consumers, November 2012
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- Figure 57: Perceptions of ‘contain ingredients from plants, fruit, seeds etc and contain organic ingredients’ as defined by consumers, by demographics, November 2012
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- Figure 58: Perceptions of ‘contain botanical/herbal ingredients and free-from chemicals’ as defined by consumers, by demographics, November 2012
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- Figure 59: Perceptions of ‘have no additives/preservatives and fragrance-free’ as defined by consumers, by demographics, November 2012
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- Figure 60: Perceptions of ‘not contain animal ingredients and contain aromatherapy ingredients’ as defined by consumers, by demographics, November 2012
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- Figure 61: Perceptions of ‘come in recycled packaging and certified organic’ as defined by consumers, by demographics, November 2012
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- Figure 62: Perceptions of ‘vitamin/mineral fortified and dermatologically-tested’ as defined by consumers, by demographics, November 2012
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Appendix – Consumer Reasons for Buying Natural and Organic Toiletries
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- Figure 63: Reasons for buying natural or organic toiletries, November 2012
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- Figure 64: Purchase of natural or organic toiletries, by most popular reasons for buying natural or organic toiletries, November 2012
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- Figure 65: Purchase of natural or organic toiletries in the last six months, by next most popular reasons for buying natural or organic toiletries, November 2012
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- Figure 66: Perceptions of ‘natural’ as defined by the consumers, by most popular reasons for buying natural or organic toiletries, November 2012
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- Figure 67: Perceptions of ‘natural’ as defined by the consumers, by next most popular reasons for buying natural or organic toiletries, November 2012
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- Figure 68: Reasons for buying natural or organic toiletries, by number of reasons for buying natural or organic toiletries, November 2012
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- Figure 69: Most popular reasons for buying natural or organic toiletries, by demographics, November 2012
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- Figure 70: Next most popular reasons for buying natural or organic toiletries, by demographics, November 2012
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- Figure 71: Number of reasons for buying natural or organic toiletries, by demographics, November 2012
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Appendix – Consumer Reasons for Not Buying Natural and Organic Toiletries
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- Figure 72: Reasons for not buying natural or organic toiletries, November 2012
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- Figure 73: Indicators of natural or organic or green lifestyles, by most popular reasons for not buying natural or organic toiletries, November 2012
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- Figure 74: Indicators of natural or organic or green lifestyles, by next most popular reasons for not buying natural or organic toiletries, November 2012
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- Figure 75: Reasons for not buying natural or organic toiletries, by number of reasons for not buying natural or organic toiletries, November 2012
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- Figure 76: Indicators of natural or organic or green lifestyles, by number of reasons for not buying natural or organic toiletries, November 2012
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- Figure 77: Most popular reasons for not buying natural or organic toiletries, by demographics, November 2012
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- Figure 78: Next most popular reasons for not buying natural or organic toiletries, by demographics, November 2012
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- Figure 79: Number of reasons for not buying natural or organic toiletries, by demographics, November 2012
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