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
-
- Overview
- Market factors
- Natural claims are prevalent in many personal care categories
-
- Figure 1: Share of facial skincare launches making natural claims, 2008-13
- Lack of industry standards could be hindering consumer confidence
- Population trends
- The consumer
- Skincare users most likely to turn to natural product options
-
- Figure 2: Purchasing of natural and organic personal care products, September 2013
- Mass retailers most visited for natural and organic personal care products
-
- Figure 3: Top five retailers where natural products are purchased, September 2013
- Organic claims perceived as most natural
-
- Figure 4: Top five claims ranked as natural, September 2013
- Older shoppers more likely to express health concerns as reasons for using NOPC products
-
- Figure 5: Top five reasons for purchasing natural and organic personal care products, by gender and 55+, September 2013
- Consumers are skeptical about natural and organic personal care products
-
- Figure 6: Attitudes regarding skepticism of natural and organic products, September 2013
- What we think
Issues and Insights
-
- How can the category address consumer skepticism and apathy toward NOPC products?
- The issues
- The implications: Increase transparency, be proactive
- How can brands improve the perceived value of NOPC products?
- The issues
- The implications: Show consumers long-term cost and wellness benefits of going green
- How can NOPC brands better connect with shoppers?
- The issues
- The implications: Address consumers based on lifestage needs, creative retailing
Trend Applications
-
- Trend: Greenfluencers
- Trend: Prove It
- Mintel Futures: Old Gold
Market Factors
-
- Key points
- Availability of natural products could dilute value
-
- Figure 7: Skincare launches making natural claims, 2008-13
- Lack of standardized definitions could be leading to consumer backlash
- Retailers and brands proactively addressing sustainability
- Population trends could impact NOPC category
-
- Figure 8: Purchases natural and organic brands, by age, September 2013
Market Trends
-
- Brands that support a cause
- Building sustainable partnerships
- Technology aids in category transparency
- Store brands offer natural positioning along with value
Segment Performance
-
- Key points
- Growth stalls among natural haircare brands
-
- Figure 9: MULO sales of select natural and organic haircare brands and total MULO haircare, 2009-13
- Sales continue to grow for naturally positioned skincare products
-
- Figure 10: MULO sales of select natural and organic skincare and fragrance brands and total MULO skincare and fragrance, 2009-13
- Natural color cosmetics products are outperforming total market
-
- Figure 11: MULO sales of select natural and organic color cosmetic brands and total MULO color cosmetics, 2009-13
Social Media
-
- Key points
- Key social media metrics
-
- Figure 12: Key performance indicators, November 2013
- Market overview
- Brand usage and awareness
-
- Figure 13: Brand usage and awareness of natural and organic beauty and personal care brands, September 2013
- Interaction with brands
-
- Figure 14: Interaction with natural and organic beauty and personal care brands, September 2013
- Online conversations
-
- Figure 15: Online mentions, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
- Where are people talking about natural and organic beauty and personal care brands?
-
- Figure 16: Mentions by page type, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
- What are people talking about online?
-
- Figure 17: Mentions by type of conversation, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
- Brand analysis
- Burt’s Bees
-
- Figure 18: Burt’s Bees key social media indicators, November 2013
- Yes To
-
- Figure 19: Yes To key social media indicators, November 2013
- Dr. Bronner’s
-
- Figure 20: Dr. Bronner’s key social media indicators, November 2013
- Tom’s of Maine
-
- Figure 21: Tom’s of Maine key social media indicators, November 2013
- Nature’s Gate
-
- Figure 22: Nature’s Gate key social media indicators, November 2013
- Kiss My Face
-
- Figure 23: Kiss My Face key social media indicators, November 2013
Attitudes toward Green Living
-
- Key points
- Age impacts consumers’ approach to living green
-
- Figure 24: Green lifestyle, by gender and age, September 2013
- Figure 25: Attitudes and opinions about the environment-any agree, by gender and age, May 2012-June 2013
- Living green can come with a price
-
- Figure 26: Green lifestyle, by household income, September 2013
Purchasing of Natural and Organic Haircare
-
- Key points
- Haircare users rely on traditional brands
- Younger users more inclined to use natural and organic haircare
-
- Figure 27: Purchasing of natural and organic haircare, September 2013
-
- Figure 28: Purchases natural and organic haircare, by gender and age, September 2013
- Income has little impact on use of natural and organic haircare
-
- Figure 29: Purchases natural and organic haircare, by age and household income, September 2013
Purchasing of Natural and Organic Skincare and Fragrance
-
- Key points
- Use of natural and organic products varies by category
-
- Figure 30: Deodorant launches making natural claims, 2008-13
- Figure 31: Skincare launches making natural claims, by subcategory, 2008-13
- Facial skincare users more likely to rely on natural and organic products
-
- Figure 32: Purchasing of natural and organic skincare and fragrance, September 2013
-
- Figure 33: Purchases natural and organic skincare and fragrance, by gender and age, September 2013
- Affluent consumers willing to spend for natural sunscreen
-
- Figure 34: Purchases natural and organic skincare and fragrance, by age and household income, September 2013
Purchasing of Natural and Organic Color Cosmetics
-
- Key points
- Facial cosmetic users most likely to purchase natural products
-
- Figure 35: Purchasing of natural and organic color cosmetics, September 2013
- Use of natural and organic make-up skews young and affluent
-
- Figure 36: Purchases natural and organic color cosmetics, among women by age, September 2013
-
- Figure 37: Purchases natural and organic color cosmetics, among women by age and household income, September 2013
Products Purchased Based on Brand Usage
-
- Key points
- Niche natural brands draw a loyal audience
-
- Figure 38: Purchases natural and organic products, by NOPC brands used, September 2013
Retail Outlets Where Products are Purchased
-
- Key points
- Mass retailers continue to expand selection of natural products
- Young shoppers more likely to visit natural food channels
-
- Figure 39: Retailers where products are purchased, by gender and age, September 2013
- Specialty retailers draw a more loyal NOPC product user
-
- Figure 40: Only purchases natural and organic products, by retailers where products are purchased, part one, September 2013
-
- Figure 41: Only purchases natural and organic products, by retailers where products are purchased, part two, September 2013
Perception of Natural and Organic Claims
-
- Key points
- Organic claims are most likely to be thought of as natural
- Perception of claims differs by age
-
- Figure 42: Perception of natural claims, September 2013
- Figure 43: Ranked claims as natural, by gender and age, September 2013
- Income plays minor role in how claims are perceived
-
- Figure 44: Ranked claims as natural, by age and household income, September 2013
Reasons for Purchasing Natural and Organic Products
-
- Key points
- Older shoppers concerned about health, environment
- Young shoppers think NOPC products are better quality, ethical
-
- Figure 45: Reasons for purchasing natural and organic personal care products, by gender and age, September 2013
Attitudes toward Natural and Organic Products
-
- Key points
- Shoppers are confused, skeptical
- Consumers don’t always feel like natural options are available
- Dichotomy between attitudes and behaviors among young shoppers
-
- Figure 46: Attitudes toward natural and organic personal care products, by gender and age, September 2013
- Affluent shoppers more skeptical of natural products
-
- Figure 47: Attitudes toward natural and organic personal care products, by age and household income, September 2013
Race and Hispanic Origin
-
- Key points
- Asian shoppers committed to living green
- Black consumers seeking natural haircare products
-
- Figure 48: Green lifestyle, by race/Hispanic origin, September 2013
- Figure 49: Purchases natural and organic brands, by race/Hispanic origin, September 2013
- Green to be seen
-
- Figure 50: Reasons for purchasing natural and organic personal care products, by race/Hispanic origin, September 2013
- Figure 51: Attitudes toward natural and organic personal care products, by race/Hispanic origin, September 2013
Appendix – Other Useful Consumer Tables
-
- Attitudes toward green living
-
- Figure 52: Lifestyle, by gender, September 2013
- Purchasing of natural and organic products
-
- Figure 53: Purchasing of mainstream vs. natural personal care products, September 2013
-
- Figure 54: Purchases natural and organic brands, by gender, September 2013
-
- Figure 55: Purchases natural and organic brands, by children in household, September 2013
-
- Figure 56: Only purchases natural and organic products, by gender and age, September 2013
- Retail outlets where products are purchased
-
- Figure 57: Retailers where products are purchased, by age and household income, September 2013
-
- Figure 58: Retailers where products are purchased, by race/Hispanic origin, September 2013
- Perception of natural and organic claims
-
- Figure 59: Ranked claims as natural, by race/Hispanic origin, September 2013
-
- Figure 60: Ranked claims as neutral, by gender and age, September 2013
-
- Figure 61: Ranked claims as not natural, by gender and age, September 2013
-
- Figure 62: Average score for perception of natural claims, by gender, September 2013
-
- Figure 63: Average score for perception of natural claims, by gender and age, September 2013
-
- Figure 64: Average score for perception of natural claims, by age and household income, September 2013
Appendix – Social Media
-
- Brand usage or awareness
-
- Figure 65: Brand usage or awareness, September 2013
- Figure 66: Yes To usage or awareness, by demographics, September 2013
-
- Figure 67: Burt’s Bees usage or awareness, by demographics, September 2013
- Figure 68: Nature’s Gate usage or awareness, by demographics, September 2013
-
- Figure 69: Tom’s of Maine usage or awareness, by demographics, September 2013
- Figure 70: Dr. Bronner’s usage or awareness, by demographics, September 2013
-
- Figure 71: Kiss My Face usage or awareness, by demographics, September 2013
- Activities done
-
- Figure 72: Activities done, September 2013
- Figure 73: Yes To—Activities done, by demographics, September 2013
-
- Figure 74: Burt’s Bees—Activities done, by demographics, September 2013
- Figure 75: Tom’s of Maine—Activities done, by demographics, September 2013
- Online conversations
-
- Figure 76: Online mentions, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
- Figure 77: Mentions by page type, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
- Figure 78: Mentions by type of conversation, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
Appendix – Market Drivers
-
- Consumer confidence
-
- Figure 79: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
-
- Figure 80: US Unemployment Rate, by month, 2002-13
-
- Figure 81: US unemployment and underemployment rates, 2007-13
- Figure 82: Number of employed civilians in US, in thousands, 2007-13
- Racial, ethnic population growth
-
- Figure 83: US population by race and Hispanic origin, 2008, 2013, and 2018
-
- Figure 84: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
-
- Figure 85: US population, by age, 2008-18
- Figure 86: US households, by presence of own children, 2002-12
Appendix – Trade Associations
Back to top