Table of Contents
Overview
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- What you need to know
- Definition
- The following categories are excluded from the scope of this Report:
Executive Summary
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- Market overview
- NOPC growth surpasses mainstream personal care, despite losing some momentum
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- Figure 1: Natural supermarket sales of select personal care products, at current prices, rolling 52 weeks Sept. 7, 2014-Sept. 4, 2016
- The issues
- Further regulation could have mixed results for NOPC use
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- Figure 2: Select personal care products purchased, by brand type, October 2016
- Cost and skepticism are barriers to use
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- Figure 3: Purchase barriers for natural and organic personal care, October 2016
- The opportunities
- Position NOPC as part of a healthier lifestyle
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- Figure 4: Select attitudes toward lifestyle, by NOPC use, October 2016
- Simple, familiar ingredients are prime indicators of natural
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- Figure 5: Select purchase indicators, October 2016
- Emphasize main purchase motivators: Safety and quality
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- Figure 6: Select reasons for buying natural and organic personal care – Any rank (net), October 2016
- What it means
The Market – What You Need to Know
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- NOPC sales growth outpacing mainstream markets
- Essential and massage oils, deodorant see highest gains
- Healthy lifestyle ambitions pave way for NOPC growth
- Increased regulation, retail landscape could impact NOPC growth
Market Performance
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- NOPC growth in natural supermarkets ahead of mainstream personal care
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- Figure 7: Natural supermarket sales of select personal care products, at current prices, rolling 52 weeks September 2014-September 2016
- Figure 8: Sales growth (percentage change) of men’s personal care, body care and deodorant, and soap, bath, and shower products, at current prices, 2016 (est)
Market Breakdown
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- Essential oils, massage oils gaining amidst tactics for stress relief
- Deodorant grows among expansion of natural options
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- Figure 9: Select natural deodorant products
- Skincare growing, limited by higher penetration
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- Figure 10: Natural supermarket sales of select personal care products, by segment, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
Market Perspective
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- Healthier living fosters NOPC growth
Market Factors
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- Increased regulation could yield mixed results
- Retailers’ stance on chemicals also at play
- Decline in family households could hurt NOPC
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- Figure 11: Family and non-family households, 2006-16
Key Players – What You Need to Know
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- Oral care leading segment within NOPC
- Brands featuring simple, familiar ingredients and safety prevail
- Natural versions of mainstream brands struggle
- Experiential packaging, more DIY to come
Manufacturer Sales of Natural and Organic Personal Care Products
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- MULO performance of select NOPC brands
- Nearly all NOPC segments experiencing growth
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- Figure 12: Manufacturer sales of select natural and organic personal care brands, by segment, rolling 52 weeks 2015 and 2016
What’s Working?
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- Familiar ingredients resonate with consumers
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- Figure 13: Sales of Burt’s Bees, Jason, and Kiss My Face, rolling 52 weeks 2015 and 2016
- NOPC shoppers prioritize safety
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- Figure 14: Sales of SheaMoisture and Alba, rolling 52 weeks 2015 and 2016
What’s Struggling?
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- Natural versions of mainstream brands on the decline
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- Figure 15: Sales of select mainstream brands with natural sub-brands, rolling 52 weeks 2015 and 2016
What’s Next?
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- Packaging that is smarter supports natural claims
- A DIY approach to NOPC products
The Consumer – What You Need to Know
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- NOPC consumers more likely to buy organic food, exercise at a gym
- Body, hair, and facial products most commonly used NOPC segments
- Simple, familiar ingredients are top indicators of NOPC
- General statements valued as certifications lack clarity, awareness
- Safety and quality drive purchases, while cost is main barrier
- Consumers buy more NOPC than they did one year ago
Attitudes toward Lifestyle
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- Regardless of NOPC use, consumers trying to live healthier
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- Figure 16: Tom’s of Maine commercial, June 2016
- NOPC users want to live healthier in all aspects of life, willing to invest
- Select NOPC users seek socially responsible companies
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- Figure 17: Attitudes toward lifestyle, by NOPC users^ and non-users^^, October 2016
- Millennials, iGens more likely to research companies
- Older generations go out of their way for environment, trying to live healthier
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- Figure 18: Select attitudes toward lifestyle, by generation, October 2016
- Hispanics’ attitudes align with broader population
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- Figure 19: Attitudes toward lifestyle, by Hispanic origin, October 2016
Natural and Organic Personal Care Product Usage
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- Prevalence of options propel use of natural body, face, and haircare
- Larger assortment, efficacy perceptions drive mainstream deodorant preference
- Die-hard NOPC consumers are limited
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- Figure 20: Personal care products purchased, by brand type, October 2016
- Younger consumers use NOPC more than older counterparts do
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- Figure 21: Personal care products purchased, any natural or organic (net), by generation, October 2016
- Parents seek information, more likely to buy natural
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- Figure 22: Personal care products purchased, any natural or organic (net), by parental status, October 2016
- Hispanics purchase mainstream brands as value matters most
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- Figure 23: Personal care products purchased, only traditional/mainstream, by Hispanic origin, October 2016
NOPC Purchase Influencers
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- Ingredient simplicity, familiarity top drivers in identifying NOPC products
- One third of consumers say store is an influencer
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- Figure 24: Purchase influencers, October 2016
- Younger generations rely more on brand, store, and packaging
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- Figure 25: Select purchase influencers, by generation, October 2016
- Parents, young adults are more engaged in the category
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- Figure 26: Parental status, by Millennials, October 2016
- Figure 27: Select purchase influencers, by parental status, October 2016
- Hispanics rely more on packaging, store, and aisle location
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- Figure 28: Select purchase influencers, by Hispanic origin, October 2016
NOPC Claims
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- General statements matter as certifications lack awareness, clarity
- Not tested on animals is important
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- Figure 29: Importance of NOPC claims, October 2016
- Younger generations care more about certifications, locally made
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- Figure 30: Importance of select NOPC claims – Any important (net), by generation, October 2016
- Parents more likely to say a wide variety of claims are important
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- Figure 31: Importance of select NOPC claims – Any important (net), by parental status, October 2016
Motivators for Buying NOPC
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- Perceptions of safety propels NOPC purchases
- Consumers less swayed by perceptions of luxury
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- Figure 32: Reasons for buying natural and organic personal care – Any rank (net), October 2016
- Safety is motivating for older adults, younger buy for quality
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- Figure 33: Select reasons for buying natural and organic personal care – Any rank (net), by generation, October 2016
- Hispanics more likely to value beautician’s recommendation
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- Figure 34: Select reasons for buying natural and organic products – Any rank (net), by Hispanic origin, October 2016
Barriers for Buying NOPC
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- Higher prices lead reason why consumers don’t purchase
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- Figure 35: Prices of select natural and mainstream personal care products, by segment, Nov. 16, 2016
- Non-users are skeptical
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- Figure 36: Purchase barriers for natural and organic personal care – Any rank (net), October 2016
- Older generations stick with what they know
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- Figure 37: Select barriers to purchasing natural and organic personal care – Any rank (net), by generation, October 2016
Attitudes toward NOPC
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- NOPC users are buying more than they did a year ago
- Skepticism impacted by lack of regulations
- Some skepticism of mainstream natural sub-brands
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- Figure 38: Attitudes toward natural and organic personal care products, October 2016
- Younger generations less skeptical, more into DIY
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- Figure 39: Select attitudes toward natural and organic personal care, by generation, October 2016
- Hispanics engaged with NOPC, follow brands on social media
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- Figure 40: Select attitudes toward natural and organic personal care, by Hispanic origin, October 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 41: Natural supermarket sales of select personal care products, by segment, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
- Figure 42: Natural supermarket sales of select personal care products, by organic ingredients, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
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- Figure 43: Organic share of natural supermarket sales of natural and organic personal care products, by segment, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
- Figure 44: Natural supermarket sales of natural and organic personal care products, by GMO ingredients, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
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- Figure 45: Non-GMO project verified share of natural supermarket sales of natural and organic personal care, by segment, at current prices, rolling 52-weeks ending Sept. 7, 2014 and Sept. 4, 2016
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Appendix – Consumer
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- Correspondence Analysis Methodology
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- Figure 46: Correspondence analysis – Natural and organic personal care consumer product usage, October 2016
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- Figure 47: Natural and organic personal care consumer product usage, October 2016
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