Table of Contents
Executive Summary
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- Key trends
- Natural is still valued by consumers, but clean beauty is shaking up the industry
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- Figure 1: Select shopping behaviors, October 2019
- Functional products are benefitting from the natural movement
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- Figure 2: Multi-outlet sales of select natural/clean personal care brands, by select categories, rolling 52 weeks 2018 and 2019
- Clean beauty is becoming a social media buzzword
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- Figure 3: Social media mentions of #cleanbeauty and #naturalbeauty, October 2016-19
- More clarity is needed within the natural and clean movements
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- Figure 4: Select attitudes and behaviors toward natural/organic and clean products, October 2019
- Sustainability is no longer just a buzzword for young adults
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- Figure 5: Select shopping behaviors and attitude toward natural products, by 18-34, October 2019
- Mass retailers are clean and NOPC shoppers’ go-to retailer
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- Figure 6: Select retailers shopped, October 2019
- What it means
The Market – What You Need to Know
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- Natural skincare needs to do more to stand out; functional products see gains
- The evolution of natural to clean
- Continued pressure for FDA to pass Personal Care Products Safety Act
Market Trends
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- Natural skincare needs to do more to stand out; functional products see gains
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- Figure 7: Multi-outlet sales of select natural/clean personal care brands, by category, rolling 52 weeks 2018 and 2019
- Schmidt’s and Native benefit from strong natural positioning and expansion
- Love Beauty and Planet appeals to eco- and cost-conscious consumers
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- Figure 8: Multi-outlet sales of select natural/clean personal care brands, by brand, rolling 52 weeks 2018 and 2019
Market Perspective
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- The evolution of natural to clean
- How retailers define “clean”
- Biossance attempts to clean up the confusion around clean beauty
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- Figure 9: The Clean Academy video
Market Factors
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- Continued pressure for FDA to pass Personal Care Products Safety Act
Key Players – What You Need to Know
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- Clean beauty is mainstreaming; more focus on ethical sourcing and social media
- Sustainability is becoming a key focus for brands
What’s Happening?
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- Clean beauty is hitting the mainstream
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- Figure 10: Instagram post about Target Clean
- Figure 11: Instagram posts from Earth to Skin
- Greater focus being placed on ethical and sustainable sourcing
- Who is doing this well
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- Figure 12: Instagram post from Dr. Bronner’s
- Clean beauty is stealing the spotlight from natural beauty
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- Figure 13: Social media mentions of #cleanbeauty, #naturalbeauty, #greenbeauty and #organicbeauty, October 2016-19
- Specialty retailers use social media to reach the most engaged adults
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- Figure 14: Sephora site spend share August-September 2019
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- Figure 15: Ulta site spend share August-September 2019
What’s Next?
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- Water scarcity will lead to growing demand for water-saving innovations
- Who’s doing this well?
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- Figure 16: Instagram post from EC30
- Figure 17: OWA Hairecare Moondust Collection: Hair Wash, Starskin Orglamic’s Pink Cactus Mask and Love Beauty and Planet’s Coconut Water & Mimosa Flower Conditioner
- Synthetic ingredients can appeal to eco-conscious consumers
- Who is doing this well?
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- Figure 18: Instagram post from Ginkgo Bioworks
- Expect more innovations designed to reduce plastic waste
- Who is doing this well?
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- Figure 19: Instagram posts from Unilever and Dove
The Consumer – What You Need to Know
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- The natural movement is advancing to more functional products
- Mass merchandisers are clean and NOPC shoppers’ go-to retailer
- Perceptions of natural and clean are intertwining
- Clean beauty is trending, but there’s still some consumer confusion
- The rise of clean beauty impacts how consumers shop
Product Purchases by Brand Type
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- The natural movement is advancing to more functional products
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- Figure 20: Product type purchases, October 2019
- Men and women both buy clean and NOPC, but for different reasons
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- Figure 21: Purchase type of select products, any clean/natural/organic product purchase (net), by gender, October 2019
- Young adults drive natural purchases, but they’ll eventually expect more
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- Figure 22: Product type purchases, any clean/natural/organic product purchase (net), by age, October 2019
- Hispanic adults are a key target for clean and NOPC brands
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- Figure 23: Select product type purchases, any clean/natural/organic product purchase (net), by race and Hispanic origin, October 2019
Retailers Shopped
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- Mass merchandisers are the go-to retailer, but watch out for Amazon
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- Figure 24: Retailers shopped, October 2019
- Give consumers a reason to shop in-store
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- Figure 25: Instagram posts about CVS BeautyIRL
- Men shop at various retailers, while women turn to specialty retailers
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- Figure 26: Select retailers shopped, by gender, October 2019
- Young adults shop around, but watch out for Amazon
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- Figure 27: Select retailers shopped, by age, October 2019
- Hispanics seek retailers with category expertise
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- Figure 28: Select retailers shopped, by race and Hispanic origin, October 2019
Product Type Perceptions
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- Perceptions of natural and clean are intertwining
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- Figure 29: Instagram post from Biossance
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- Figure 30: Product type perceptions, October 2019
- Women associate a variety of attributes to clean and NOPC products
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- Figure 31: Select attributes associated with clean and natural/organic BPC products, by gender, October 2019
- Young adults’ perception of clean may be influenced by retailers
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- Figure 32: Select attributes associated with clean and natural/organic BPC products, by age, October 2019
Attitudes and Behaviors toward Natural/Organic and Clean Products
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- Clean beauty is trending, but there’s still some confusion
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- Figure 33: Attitudes and behaviors toward natural/organic and clean products, October 2019
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- Figure 34: Instagram post about The Clean Academy
- Motivations for buying NOPC differ among men and women
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- Figure 35: Select attitudes and behaviors toward natural/organic products and clean products, by gender, October 2019
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- Figure 36: Instagram post from Pilot Men’s Grooming
- Young adults buy NOPC but have concerns about sustainability
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- Figure 37: Select attitudes and behaviors toward natural/organic and clean products, by age, October 2019
- Synthetic and engineered natural ingredients are becoming more accepted
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- Figure 38: Instagram photos from Biossance
- Hispanics place a high level of trust in clean and NOPC products
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- Figure 39: Select attitudes and behaviors toward natural/organic and clean products, by race and Hispanic origin, October 2019
Shopping Behaviors
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- The rise of clean beauty impacts how consumers shop
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- Figure 40: Shopping behaviors, October 2019
- Men look for eco-friendly brands
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- Figure 41: Select shopping behaviors, by gender, October 2019
- Having sustainability strategies is key for reaching young adults
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- Figure 42: Select shopping behaviors, by age, October 2019
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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