Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Majority of consumers buy mainstream BPC
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- Figure 1: Product purchases – Any personal care product (net)*, October 2018
- The natural industry lacks regulation
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- Figure 2: Select attitudes toward NOPC, October 2018
- Clean is the new natural – but what does it mean?
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- Figure 3: Select natural indicators – Clean product, by age, October 2018
- The opportunities
- Incentivize NOPC purchases as a way to reduce waste
- In lieu of government regulations, retailers can hold brands accountable
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- Figure 4: It’s Time for Better Beauty
- Black consumers are a key driver of NOPC
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- Figure 5: Select purchasing behaviors, by race, October 2018
- What it means
The Market – What You Need to Know
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- The NOPC market is still growing
- Lifestyles of the health conscious – can it last?
- Specialty retailers look to food and step up
Market Trends
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- Innovative formats, men’s care lead MULO natural market
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- Figure 6: Multi-outlet sales of select natural and organic personal care brands, by brand, rolling 52-weeks 2017 and 2018
- NOPC shows positive growth in major categories
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- Figure 7: Multi-outlet sales of select natural and organic personal care brands, by segment, rolling 52-weeks 2017 and 2018
Market Perspective: Lifestyles of the Health Conscious
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- Consumers are focusing on overall wellbeing
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- Figure 8: Frequency of health management, October 2017
- Different resources are used for different aspects of health
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- Figure 9: Correspondence analysis – Sources of information, October 2017
- Methodology
- Make consumers feel good about choosing NOPC
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- Figure 10: Attitudes toward self-perceptions, August 2017
Market Factors
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- Specialty retailers create ‘clean’ beauty standards . . .
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- Figure 11: It’s Time for Better Beauty
- ...but the standard started with food and drink
Key Players – What You Need to Know
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- Brands are looking beyond natural ingredients
- Environmentally conscious and plastic free is the future
What’s Happening?
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- Brands are taking steps to support sustainable and ethical practices
- Waste reduction gets creative
- Vegan beauty products are a natural extension of cruelty free
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- Figure 12: Share of US BPC product launches making vegan/no animal ingredients claims, January 2015-November 2018
What’s Next?
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- The problem with plastic
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- Figure 13: Norwegian BPC products bearing the Nordic Ecolabel
- Figure 14: Beauty and personal care products created with 100% recycled materials
- Social awareness – brand as a by-product
The Consumer – What You Need to Know
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- Functional segments suffer from lack of options, engagement
- Mass merchandisers lead for NOPC purchases, Amazon isn’t far behind
- To many consumers, natural means clean
- Consumers want to make the right choice, as long as it’s easy
- Engagement determines how much consumers will pay for NOPC
- Lack of regulation leads to consumer confusion
Product Purchases
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- Specialty beauty products benefit from more natural options
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- Figure 15: Product purchases, October 2018
- Function vs benefits continues to impact the types of products purchased
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- Figure 16: Product purchases – any personal care product (net)*, October 2018
- Younger consumers are more engaged, but mature consumers are still a key market
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- Figure 17: Product purchases – Any natural/organic product purchase (net)*, by age, October 2018
- Men use NOPC products as an extension of a healthy lifestyle
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- Figure 18: Select product purchases – any natural/organic product purchase (net)*, by gender, October 2018
- Hispanics demonstrate heightened interest in natural categories
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- Figure 19: Product purchases – any natural/organic product purchase (net)*, by race and Hispanic origin, October 2018
Retailers Shopped
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- Mass merchandisers still lead, but the gap is closing
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- Figure 20: Retailers shopped, October 2018
- Mass merchandisers are leading among younger consumers – but keep a close eye on Amazon
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- Figure 21: Retailers shopped, by age, October 2018
- Men and women approach shopping for natural differently
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- Figure 22: Retailers shopped, by gender, October 2018
- Hispanics may forgo convenience for the right product
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- Figure 23: Retailers shopped, by race and Hispanic origin, October 2018
Natural Indicators
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- Prove it on product packaging
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- Figure 24: Natural indicators, October 2018
- Clean means natural to younger consumers
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- Figure 25: Natural indicators, by age, October 2018
- Black consumers choose natural brands they trust
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- Figure 26: Natural indicators, by race and Hispanic origin, October 2018
Purchasing Behaviors
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- Willingness to pay more for NOPC determined by engagement
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- Figure 27: Purchasing behaviors, October 2018
- Age plays a role in price-related purchase barriers
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- Figure 28: Purchasing behaviors, by age, October 2018
- Price can be a purchase barrier to both genders
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- Figure 29: Purchasing behaviors, by gender, October 2018
- Black consumers are key drivers of NOPC purchases
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- Figure 30: Purchasing behaviors, by race and Hispanic origin, October 2018
Attitudes toward NOPC
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- Clean beauty drives consumer interest – but what does it mean?
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- Figure 31: Attitudes toward NOPC, October 2018
- Younger consumers choose “clean” over “green”
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- Figure 32: Attitudes toward NOPC, by age, October 2018
- Multicultural consumers believe in natural
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- Figure 33: Attitudes toward NOPC, by race and Hispanic origin, October 2018
Interest in Innovations
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- Interest in environmental innovations is strong
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- Figure 34: Interest in innovations, October 2018
- Make sustainable formats effortless
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- Figure 35: Interest in innovations – Any use or interest (net)*, October 2018
- Purchase drivers change with lifestage
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- Figure 36: Interest in innovations – Any use or interest (net)*, by age, October 2018
- Hispanics key innovation drivers
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- Figure 37: Interest in innovations – Any use or interest (net)*, by race and Hispanic origin, October 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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