Natural and Organic Toiletries - UK - December 2014

INTRODUCTION
Definition
Natural and organic
Important note
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Lifestyle statements, September 2014
Companies, brands and innovation
Figure 2: Natural/organic beauty and personal care product launches, by top claims, January-October 2014
The consumer
Figure 3: Purchase of natural/organic toiletries, September 2014
Figure 4: Places of purchase of natural/organic toiletries, September 2014
Figure 5: Indicators of natural/organic, September 2014
What we think
ISSUES AND INSIGHTS
Overcoming the price barrier
The facts
The implications
Confusing certification
The facts
The implications
Focusing on benefits vs free-from
The facts
The implications
TREND APPLICATION
Trend: Prove It
Trend: Green and Lean
Futures Trend: Generation Next
MARKET DRIVERS
Key points
Population changes
Figure 6: Trends in the age structure of the UK population, 2009-19
The price barrier
Figure 7: Trends in how respondents would describe their financial situation, September 2013-September 2014
Confusing certifications
Consumer lifestyles
Price
Figure 8: Lifestyle statements, September 2014
Young people are appearance driven
WHO’S INNOVATING?
Key points
Degrees of natural and organic
Majority of launches in skincare
Figure 9: Natural/organic beauty and personal care product launches, by category, January 2013-October 2014
Figure 10: Examples of luxury natural launches in the soap, bath and shower category, January-October 2014
Decline in natural launches since 2011
Figure 11: Natural beauty and personal care product launches, by launch type, January 2010-October 2014
Organic launches remain constant
Figure 12: Organic beauty and personal care product launches, by launch type, January 2010-October 2014
Figure 13: Examples of organic line extensions, January-October 2014
Botanical/herbal leads claims
Figure 14: Natural/organic beauty and personal care product launches, by selected top claims, January-October 2014
Environmentally friendly and free-from claims see a decline
Functional claims see a rise
COMPANIES AND PRODUCTS
Green People
Background and structure
Product range and innovation
Figure 15: Selected products launched by Green People in the natural and organic market in the UK, March 2013-October 2014
Marketing and advertising
Neal’s Yard Remedies
Background and structure
Product range and innovation
Figure 16: Selected products launched by Neal’s Yard Remedies in the natural and organic market in the UK, March 2013 to October 2014
Marketing and advertising
Dr Organic
Background and structure
Product range and innovation
Figure 17: Selected products launched by Dr Organic in the natural and organic market in the UK, March 2013 to October 2014
Marketing and advertising
Yves Rocher
Background and structure
Product range and innovation
Figure 18: Selected products launched by Yves Rocher in the natural and organic market in the UK, March 2013-October 2014
Marketing and advertising
BRAND RESEARCH
Brand map
Figure 19: Attitudes towards and usage of brands in the natural and organic toiletries sector, October 2014
Correspondence analysis
Brand attitudes
Figure 20: Attitudes, by natural and organic toiletries brand, October 2014
Brand personality
Figure 21: Natural and organic toiletries brand personality – macro image, October 2014
Figure 22: Natural and organic toiletries brand personality – micro image, October 2014
Brand experience
Figure 23: Natural and organic toiletries brand usage, October 2014
Figure 24: Satisfaction with various natural and organic toiletries brands, October 2014
Figure 25: Consideration of natural and organic toiletries brands, October 2014
Brand recommendation
Figure 26: Recommendation of selected natural and organic toiletries brands, October 2014
BRAND COMMUNICATION AND PROMOTION
Key points
Natural/organic adspend a low investment area
Figure 27: Advertising expenditure by selected natural/organic brands, January 2010-October 2014
Harnessing the power of social media
THE CONSUMER – PURCHASE OF NATURAL AND ORGANIC TOILETRIES
Key points
Purchase of personal care products
Figure 28: Purchase of personal care products, September 2014
Middle-aged least likely to prefer natural/organic
Figure 29: Purchase of natural/organic toiletries, September 2014
Babies’ personal care and facial skincare show highest preference
Young people prefer natural/organic shampoo
Men are driven by price and convenience
Figure 30: Places of purchase of natural/organic toiletries, September 2014
Beauty purchases at specialist stores
THE CONSUMER – REASONS FOR PREFERRING NATURAL AND ORGANIC TOILETRIES
Key points
Health is the biggest driver
Figure 31: Reasons for preferring natural/organic toiletries, September 2014
Men are driven by functionality
Reaching young people using social media
THE CONSUMER – INDICATORS OF NATURAL/ORGANIC
Key points
Young people look for what a product contains
Figure 32: Indicators of natural/organic, September 2014
Certification is low indicator
In-store authenticity could drive specialist retailers
APPENDIX – WHO’S INNOVATING?
Figure 33: Natural/organic beauty and personal care product launches, by positioning, January 2013-October 2014
Figure 34: Natural/organic beauty and personal care product launches, by selected claims, January 2013-October 2014