Table of Contents
Executive Summary
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- The market
- Healthy eating trends are driving focus on ingredients
- Companies and brands
- Going beyond ‘natural’ and ‘organic’
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- Figure 1: New product development with all-natural and/or organic claims, by category, January 2014-October 2017
- Rise in ethical toiletries
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- Figure 2: New product development with ethical and/or environmental claims, by category, January 2014-October 2017
- The consumer
- Babies’/children’s natural/organic products are popular
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- Figure 3: Purchase of natural/organic beauty and personal care products, September 2017
- ‘Free-from’ is the biggest driver for usage
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- Figure 4: Reasons for purchasing natural/organic toiletries, September 2017
- Certification is important
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- Figure 5: Indicators of natural/organic beauty and personal care products, September 2017
- Consumers need clarification
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- Figure 6: Attitudes towards natural/organic beauty and personal care products, September 2017
- Consumers have strong views on ethics
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- Figure 7: Behaviours related to ethical beauty and personal care brands, September 2017
- The environment is important
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- Figure 8: Attitudes towards ethical beauty and grooming brands, September 2017
- What we think
Issues and Insights
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- Bringing beauty to natural/organic toiletries
- The facts
- The implications
- Confusion in the sector
- The facts
- The implications
- Ethical considerations are important to attract new users
- The facts
- The implications
The Market – What You Need to Know
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- Changes in population dynamics may impact the sector
- Healthy lifestyles trends
- Consumers want information
- Natural brands are ethical
- Companies should be more ethical
Market Drivers
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- Population of young people will impact the market
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- Figure 9: Trends in the age structure of the UK population, 2012-22
- Brexit could see people curb their spending
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- Figure 10: Changes in household finances, January 2015-May 2017
- Health from the inside out
- Managing skin conditions
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- Figure 11: Attitudes towards managing skin conditions, May 2017
- Hair colour opportunities
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- Figure 12: Factors indicating a hair colourant product is less damaging, January 2017
- Desire for information
- Natural brands are considered ethical
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- Figure 13: Top ranking of brands in the BPC sector, by agreement with ‘ethical’, January 2015-June 2017
- Consumers want companies to be more ethical
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- Figure 14: Attitudes towards corporate ethics, May 2015
Companies and Brands – What You Need to Know
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- Natural and organic claims see a decline
- Haircare increases in focus whilst skincare declines
- Animals are important
- Using technology to drive engagement
- Lush has strong brand associations
Launch Activity and Innovation
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- Beyond natural/organic
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- Figure 15: New product development with all-natural and/or organic claims, by category, January 2014-October 2017
- Increased focus on haircare…
- …whilst skincare sees a decline
- Affordable organic skincare
- Refillable claims see the fastest growth
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- Figure 16: Fastest-growing claims in the natural/organic beauty and personal care sector, 2015-16
- ‘Female’ launches focus on fragrances
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- Figure 17: Female fragrance launches in the natural/organic sector, 2016
- ‘Organic’ is most claimed
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- Figure 18: Top six claims in the natural/organic beauty and personal care sector, January-October 2017
- Caring for animals
- Ethical toiletries are on the rise
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- Figure 19: New product development with ethical and/or environmental claims, by category, January 2014-October 2017
Advertising and Marketing Activity
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- Using technology to drive engagement
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- Figure 20: Total above-the-line, online display and direct mail advertising expenditure on selected natural/organic brands, January 2014-October 2017
- The Body Shop goes back to the brand equity
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 21: Attitudes towards and usage of selected brands, November 2017
- Key brand metrics
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- Figure 22: Key metrics for selected brands, November 2017
- Brand attitudes: Natural and organic toiletries not considered value for money
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- Figure 23: Attitudes, by brand, November 2017
- Brand personality: Boots Botanics is accessible
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- Figure 24: Brand personality – macro image, November 2017
- Brands in the sector are not indulgent
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- Figure 25: Brand personality – micro image, November 2017
- Brand analysis
- Neal’s Yard risks being old-fashioned
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- Figure 26: User profile of Neal’s Yard, November 2017
- Lush has a youthful image
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- Figure 27: User profile of Lush, November 2017
- Dr Organic has a caring image
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- Figure 28: User profile of Dr Organic, November 2017
- Boots Botanics has no strong brand perceptions
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- Figure 29: User profile of Boots Botanics, November 2017
- Green People has low usage
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- Figure 30: User profile of Green People, November 2017
- Deciem’s newness translates to low usage
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- Figure 31: User profile of Deciem, November 2017
The Consumer – What You Need to Know
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- Babies’/children’s products are most popular
- Men are less likely to buy natural/organic skincare
- Free-from is the biggest purchase driver
- Health and environmental factors are equally important
- Proof is important
- Confusion in the natural/organic sector…
- …as well as in the ethical sector
Purchase of Natural/Organic Toiletries
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- Parents look for natural/organic children’s products
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- Figure 32: Purchase of natural/organic beauty and personal care products, September 2017
- Natural/organic is preferred for rinse-off products
- Women buy natural/organic skincare
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- Figure 33: Purchase of natural/organic skincare, by gender, September 2017
- Natural/organic make-up has low usage
Reasons for Purchasing Natural/Organic Toiletries
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- ‘Free-from’ is the biggest driver
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- Figure 34: Reasons for purchasing natural/organic toiletries, September 2017
- Health and environment are both important
- Appearance motivator is low
Natural/Organic Indicators
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- Consumers want proof
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- Figure 35: Indicators of natural/organic beauty and personal care products, September 2017
- ‘Organic’ holds more weight than ‘natural’
- The simple life
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- Figure 36: Short ingredients list and shelf life as indicators of natural/organic beauty and personal care products, by age, September 2017
On-Pack Natural/Organic Indicators
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- What ingredients list?
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- Figure 37: Heat map of areas that indicate that a product is natural/organic, July 2017
- But ingredients are important
- Visual symbols stand out
Attitudes towards Natural/Organic Toiletries
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- Confusion in the category
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- Figure 38: Attitudes towards natural/organic beauty and personal care products, September 2017
- Young people want to see more from big brands
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- Figure 39: Agreement with wanting to see more natural/organic products from big brands, by age, September 2017
- Functionality is important
Visual Perceptions of Natural/Organic Toiletries
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- Natural/organic toiletries are unspoilt
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- Figure 40: Unspoilt images related to natural/organic toiletries, July 2017
- Lack of processes
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- Figure 41: Images reflecting a lack of process in relation to natural/organic toiletries, July 2017
- Expense
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- Figure 42: Image reflecting expense in relation to natural/organic toiletries, July 2017
Ethical Toiletries
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- Confusion in the ethical sector
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- Figure 43: Behaviours related to ethical beauty and personal care brands, September 2017
- Consumers try to be ethical
- Unethical practices are bad news
- Millennials show stronger ethical considerations
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- Figure 44: Behaviours related to ethical beauty and personal care brands, by Millennials, September 2017
- Ethical considerations are more important for new brands
- The environment trumps people
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- Figure 45: Attitudes towards ethical beauty and personal care brands, September 2017
- Animals are important
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- Figure 46: Agreement with an ethical brand promoting animal welfare, by age, September 2017
- Young people want companies to fight for people
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- Figure 47: Attitudes towards ethical beauty and grooming brands, by youngest demographics, September 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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- Figure 48: Image bank for beauty online collage exercise, July 2017
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- Figure 49: Areas of packaging which indicate that a product is natural/organic, July 2017
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