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Natural and Organic Personal Care Consumer - US - December 2013

“Consumers are expressing some skepticism and apathy toward the natural and organic personal care category. However, this represents an opportunity for brands to be more transparent, show shoppers the long-term value of going green, address consumers based on their current lifestage needs, and be creative with retailing.”

– Shannon Romanowski, Beauty and Personal Care Analyst

This report looks at the following areas:

  • How can the category address consumer skepticism and apathy toward NOPC products?
  • How can brands improve the perceived value of NOPC products?
  • How can NOPC brands better connect with shoppers?

Natural and organic personal care products are broadly appealing, though consumers are skeptical of the category due to the prevalence of natural claims, limited regulations, and a wide range of interpretations regarding execution of natural products. However, shoppers are concerned about green issues, and aspire to live a greener lifestyle. In addition, reasons for using natural and organic products vary by age—with older shoppers focusing on health concerns while young shoppers are motivated by quality and being perceived as green by others. Brands that embrace transparency while targeting different age groups with benefits most likely to resonate will stand to see the most success.

This report focuses on consumers’ attitudes toward green living, as well as their usage, perception of claims, and attitudes toward natural and organic personal care products.

For the purposes of this report, the following categories are included and defined as follows:

  • Haircare (includes shampoo, conditioner, hairstyling products, and hair color)
  • Skincare (includes skincare products for the face and body such as soap and shower gel, body lotion, facial skincare, sun protection, and deodorant)
  • Fragrance (men’s and women’s)
  • Color cosmetics (including facial, lip, and eye)—asked among women only
  • The following categories are excluded from the scope of this report:
  • Oral care
  • Nail products
  • Shaving products
  • Children’s and baby personal care products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • Market factors
                        • Natural claims are prevalent in many personal care categories
                          • Figure 1: Share of facial skincare launches making natural claims, 2008-13
                        • Lack of industry standards could be hindering consumer confidence
                          • Population trends
                            • The consumer
                              • Skincare users most likely to turn to natural product options
                                • Figure 2: Purchasing of natural and organic personal care products, September 2013
                              • Mass retailers most visited for natural and organic personal care products
                                • Figure 3: Top five retailers where natural products are purchased, September 2013
                              • Organic claims perceived as most natural
                                • Figure 4: Top five claims ranked as natural, September 2013
                              • Older shoppers more likely to express health concerns as reasons for using NOPC products
                                • Figure 5: Top five reasons for purchasing natural and organic personal care products, by gender and 55+, September 2013
                              • Consumers are skeptical about natural and organic personal care products
                                • Figure 6: Attitudes regarding skepticism of natural and organic products, September 2013
                              • What we think
                              • Issues and Insights

                                  • How can the category address consumer skepticism and apathy toward NOPC products?
                                    • The issues
                                      • The implications: Increase transparency, be proactive
                                        • How can brands improve the perceived value of NOPC products?
                                          • The issues
                                            • The implications: Show consumers long-term cost and wellness benefits of going green
                                              • How can NOPC brands better connect with shoppers?
                                                • The issues
                                                  • The implications: Address consumers based on lifestage needs, creative retailing
                                                  • Trend Applications

                                                      • Trend: Greenfluencers
                                                        • Trend: Prove It
                                                          • Mintel Futures: Old Gold
                                                          • Market Factors

                                                            • Key points
                                                              • Availability of natural products could dilute value
                                                                • Figure 7: Skincare launches making natural claims, 2008-13
                                                              • Lack of standardized definitions could be leading to consumer backlash
                                                                • Retailers and brands proactively addressing sustainability
                                                                  • Population trends could impact NOPC category
                                                                    • Figure 8: Purchases natural and organic brands, by age, September 2013
                                                                • Market Trends

                                                                    • Brands that support a cause
                                                                      • Building sustainable partnerships
                                                                        • Technology aids in category transparency
                                                                          • Store brands offer natural positioning along with value
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Growth stalls among natural haircare brands
                                                                                • Figure 9: MULO sales of select natural and organic haircare brands and total MULO haircare, 2009-13
                                                                              • Sales continue to grow for naturally positioned skincare products
                                                                                • Figure 10: MULO sales of select natural and organic skincare and fragrance brands and total MULO skincare and fragrance, 2009-13
                                                                              • Natural color cosmetics products are outperforming total market
                                                                                • Figure 11: MULO sales of select natural and organic color cosmetic brands and total MULO color cosmetics, 2009-13
                                                                            • Social Media

                                                                              • Key points
                                                                                • Key social media metrics
                                                                                  • Figure 12: Key performance indicators, November 2013
                                                                                • Market overview
                                                                                  • Brand usage and awareness
                                                                                    • Figure 13: Brand usage and awareness of natural and organic beauty and personal care brands, September 2013
                                                                                  • Interaction with brands
                                                                                    • Figure 14: Interaction with natural and organic beauty and personal care brands, September 2013
                                                                                  • Online conversations
                                                                                    • Figure 15: Online mentions, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
                                                                                  • Where are people talking about natural and organic beauty and personal care brands?
                                                                                    • Figure 16: Mentions by page type, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
                                                                                  • What are people talking about online?
                                                                                    • Figure 17: Mentions by type of conversation, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
                                                                                  • Brand analysis
                                                                                    • Burt’s Bees
                                                                                      • Figure 18: Burt’s Bees key social media indicators, November 2013
                                                                                    • Yes To
                                                                                      • Figure 19: Yes To key social media indicators, November 2013
                                                                                    • Dr. Bronner’s
                                                                                      • Figure 20: Dr. Bronner’s key social media indicators, November 2013
                                                                                    • Tom’s of Maine
                                                                                      • Figure 21: Tom’s of Maine key social media indicators, November 2013
                                                                                    • Nature’s Gate
                                                                                      • Figure 22: Nature’s Gate key social media indicators, November 2013
                                                                                    • Kiss My Face
                                                                                      • Figure 23: Kiss My Face key social media indicators, November 2013
                                                                                  • Attitudes toward Green Living

                                                                                    • Key points
                                                                                      • Age impacts consumers’ approach to living green
                                                                                          • Figure 24: Green lifestyle, by gender and age, September 2013
                                                                                          • Figure 25: Attitudes and opinions about the environment-any agree, by gender and age, May 2012-June 2013
                                                                                        • Living green can come with a price
                                                                                          • Figure 26: Green lifestyle, by household income, September 2013
                                                                                      • Purchasing of Natural and Organic Haircare

                                                                                        • Key points
                                                                                          • Haircare users rely on traditional brands
                                                                                            • Younger users more inclined to use natural and organic haircare
                                                                                              • Figure 27: Purchasing of natural and organic haircare, September 2013
                                                                                              • Figure 28: Purchases natural and organic haircare, by gender and age, September 2013
                                                                                            • Income has little impact on use of natural and organic haircare
                                                                                              • Figure 29: Purchases natural and organic haircare, by age and household income, September 2013
                                                                                          • Purchasing of Natural and Organic Skincare and Fragrance

                                                                                            • Key points
                                                                                              • Use of natural and organic products varies by category
                                                                                                • Figure 30: Deodorant launches making natural claims, 2008-13
                                                                                                • Figure 31: Skincare launches making natural claims, by subcategory, 2008-13
                                                                                              • Facial skincare users more likely to rely on natural and organic products
                                                                                                • Figure 32: Purchasing of natural and organic skincare and fragrance, September 2013
                                                                                                • Figure 33: Purchases natural and organic skincare and fragrance, by gender and age, September 2013
                                                                                              • Affluent consumers willing to spend for natural sunscreen
                                                                                                • Figure 34: Purchases natural and organic skincare and fragrance, by age and household income, September 2013
                                                                                            • Purchasing of Natural and Organic Color Cosmetics

                                                                                              • Key points
                                                                                                • Facial cosmetic users most likely to purchase natural products
                                                                                                  • Figure 35: Purchasing of natural and organic color cosmetics, September 2013
                                                                                                • Use of natural and organic make-up skews young and affluent
                                                                                                  • Figure 36: Purchases natural and organic color cosmetics, among women by age, September 2013
                                                                                                  • Figure 37: Purchases natural and organic color cosmetics, among women by age and household income, September 2013
                                                                                              • Products Purchased Based on Brand Usage

                                                                                                • Key points
                                                                                                  • Niche natural brands draw a loyal audience
                                                                                                    • Figure 38: Purchases natural and organic products, by NOPC brands used, September 2013
                                                                                                • Retail Outlets Where Products are Purchased

                                                                                                  • Key points
                                                                                                    • Mass retailers continue to expand selection of natural products
                                                                                                      • Young shoppers more likely to visit natural food channels
                                                                                                        • Figure 39: Retailers where products are purchased, by gender and age, September 2013
                                                                                                      • Specialty retailers draw a more loyal NOPC product user
                                                                                                        • Figure 40: Only purchases natural and organic products, by retailers where products are purchased, part one, September 2013
                                                                                                        • Figure 41: Only purchases natural and organic products, by retailers where products are purchased, part two, September 2013
                                                                                                    • Perception of Natural and Organic Claims

                                                                                                      • Key points
                                                                                                        • Organic claims are most likely to be thought of as natural
                                                                                                          • Perception of claims differs by age
                                                                                                              • Figure 42: Perception of natural claims, September 2013
                                                                                                              • Figure 43: Ranked claims as natural, by gender and age, September 2013
                                                                                                            • Income plays minor role in how claims are perceived
                                                                                                              • Figure 44: Ranked claims as natural, by age and household income, September 2013
                                                                                                          • Reasons for Purchasing Natural and Organic Products

                                                                                                            • Key points
                                                                                                              • Older shoppers concerned about health, environment
                                                                                                                • Young shoppers think NOPC products are better quality, ethical
                                                                                                                  • Figure 45: Reasons for purchasing natural and organic personal care products, by gender and age, September 2013
                                                                                                              • Attitudes toward Natural and Organic Products

                                                                                                                • Key points
                                                                                                                  • Shoppers are confused, skeptical
                                                                                                                    • Consumers don’t always feel like natural options are available
                                                                                                                      • Dichotomy between attitudes and behaviors among young shoppers
                                                                                                                        • Figure 46: Attitudes toward natural and organic personal care products, by gender and age, September 2013
                                                                                                                      • Affluent shoppers more skeptical of natural products
                                                                                                                        • Figure 47: Attitudes toward natural and organic personal care products, by age and household income, September 2013
                                                                                                                    • Race and Hispanic Origin

                                                                                                                      • Key points
                                                                                                                        • Asian shoppers committed to living green
                                                                                                                          • Black consumers seeking natural haircare products
                                                                                                                            • Figure 48: Green lifestyle, by race/Hispanic origin, September 2013
                                                                                                                            • Figure 49: Purchases natural and organic brands, by race/Hispanic origin, September 2013
                                                                                                                          • Green to be seen
                                                                                                                            • Figure 50: Reasons for purchasing natural and organic personal care products, by race/Hispanic origin, September 2013
                                                                                                                            • Figure 51: Attitudes toward natural and organic personal care products, by race/Hispanic origin, September 2013
                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                          • Attitudes toward green living
                                                                                                                            • Figure 52: Lifestyle, by gender, September 2013
                                                                                                                          • Purchasing of natural and organic products
                                                                                                                            • Figure 53: Purchasing of mainstream vs. natural personal care products, September 2013
                                                                                                                            • Figure 54: Purchases natural and organic brands, by gender, September 2013
                                                                                                                            • Figure 55: Purchases natural and organic brands, by children in household, September 2013
                                                                                                                            • Figure 56: Only purchases natural and organic products, by gender and age, September 2013
                                                                                                                          • Retail outlets where products are purchased
                                                                                                                            • Figure 57: Retailers where products are purchased, by age and household income, September 2013
                                                                                                                            • Figure 58: Retailers where products are purchased, by race/Hispanic origin, September 2013
                                                                                                                          • Perception of natural and organic claims
                                                                                                                              • Figure 59: Ranked claims as natural, by race/Hispanic origin, September 2013
                                                                                                                              • Figure 60: Ranked claims as neutral, by gender and age, September 2013
                                                                                                                              • Figure 61: Ranked claims as not natural, by gender and age, September 2013
                                                                                                                              • Figure 62: Average score for perception of natural claims, by gender, September 2013
                                                                                                                              • Figure 63: Average score for perception of natural claims, by gender and age, September 2013
                                                                                                                              • Figure 64: Average score for perception of natural claims, by age and household income, September 2013
                                                                                                                          • Appendix – Social Media

                                                                                                                            • Brand usage or awareness
                                                                                                                              • Figure 65: Brand usage or awareness, September 2013
                                                                                                                              • Figure 66: Yes To usage or awareness, by demographics, September 2013
                                                                                                                              • Figure 67: Burt’s Bees usage or awareness, by demographics, September 2013
                                                                                                                              • Figure 68: Nature’s Gate usage or awareness, by demographics, September 2013
                                                                                                                              • Figure 69: Tom’s of Maine usage or awareness, by demographics, September 2013
                                                                                                                              • Figure 70: Dr. Bronner’s usage or awareness, by demographics, September 2013
                                                                                                                              • Figure 71: Kiss My Face usage or awareness, by demographics, September 2013
                                                                                                                            • Activities done
                                                                                                                              • Figure 72: Activities done, September 2013
                                                                                                                              • Figure 73: Yes To—Activities done, by demographics, September 2013
                                                                                                                              • Figure 74: Burt’s Bees—Activities done, by demographics, September 2013
                                                                                                                              • Figure 75: Tom’s of Maine—Activities done, by demographics, September 2013
                                                                                                                            • Online conversations
                                                                                                                              • Figure 76: Online mentions, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
                                                                                                                              • Figure 77: Mentions by page type, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
                                                                                                                              • Figure 78: Mentions by type of conversation, selected natural and organic beauty and personal care brands, May 5-Nov. 3, 2013
                                                                                                                          • Appendix – Market Drivers

                                                                                                                            • Consumer confidence
                                                                                                                              • Figure 79: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                            • Unemployment
                                                                                                                              • Figure 80: US Unemployment Rate, by month, 2002-13
                                                                                                                              • Figure 81: US unemployment and underemployment rates, 2007-13
                                                                                                                              • Figure 82: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                            • Racial, ethnic population growth
                                                                                                                                • Figure 83: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                • Figure 84: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                              • Shifting US demographics
                                                                                                                                • Figure 85: US population, by age, 2008-18
                                                                                                                                • Figure 86: US households, by presence of own children, 2002-12
                                                                                                                            • Appendix – Trade Associations

                                                                                                                              Companies Covered

                                                                                                                              • Walmart Stores (USA)

                                                                                                                              Natural and Organic Personal Care Consumer - US - December 2013

                                                                                                                              £3,277.28 (Excl.Tax)