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Natural and Organic Personal Care Consumer - US - December 2015

"Natural and organic personal care brands offer a variety of options that are largely appealing, though consumers express some confusion due to the prevalence of natural claims, limited regulations, and a less than clear category definition. However, consumers are concerned about green issues, and aspire to live a healthier lifestyle. Natural and organic personal care brands that are accessible and offer transparent benefits will stand to see the most success."

This report covers the following areas:

  • Limited regulation and saturated natural market creates blurry product lines
  • Few adults are loyal to natural and organic personal care products
  • Older adults most green focused; yet for the most part don't purchase NOPC products

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Limited regulation and saturated natural market creates blurry product lines
            • Figure 1: Difficulty identifying and stricter regulations of natural and organic personal care products, July 2015
          • Few adults are loyal to natural and organic personal care products
            • Figure 2: Personal care product use, by brand type, July 2015
          • Older adults most green focused; yet for the most part don’t purchase NOPC products
            • Figure 3: Only use natural and organic personal care brands, by generation, July 2015
          • The opportunities
            • Parents are purchasing NOPC products; offer online subscription
              • Figure 4: Only use select natural and organic personal care brands, by presence of children in household, July 2015
            • Promote the health benefits of NOPC products, particularly to older adults
              • Figure 5: Health reasons for purchasing natural and organic personal care products, by age and gender, July 2015
            • Create an experience in natural food stores
              • Figure 6: Shopped natural food stores most often for any personal care products, by various demographics, July 2015
            • What it means
            • The Market – What You Need to Know

              • NOPC sales grew in natural supermarkets
                • Sales of organic and non-GMO increase
                  • Number of natural products and lack of regulation weaken natural claims
                    • Parents lead the way in NOPC purchasing; opportunity to grow
                    • Market Performance

                      • NOPC product sales in natural channels continue to increase
                        • Figure 7: Natural supermarket sales of select personal care products, at current prices, rolling 52 weeks September 2013-September 2015
                    • Market Breakdown – Natural Channels

                      • Skincare brings in the most revenue; oral care growing rapidly
                        • Figure 8: Natural supermarket sales of select personal care products, by segment, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
                    • Market Perspective

                      • Increasing sales of organic and products with organic ingredients
                        • Figure 9: Natural supermarket sales of select natural personal care products, by organic ingredient content, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
                      • Sales increase of products verified as non-GMO
                        • Figure 10: Share of natural supermarket sales of select natural personal care products, by presence of GMO ingredients, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
                    • Market Factors

                      • Majority of personal care launches claim to be natural
                        • Figure 11: Share of personal care product launches with natural claim, November 2014-November 2015
                      • Certification and standardized is still unregulated
                        • Many new NOPC products are launched online
                          • Figure 12: Percentage of personal care product launches (with a natural claim) and change of share, by store type, 2010-14
                        • Parents lead the way in NOPC purchasing; opportunity to grow
                          • Figure 13: Parental status, presence and number of children, by personal care user type, July 2015
                          • Figure 14: Uses mix of mainstream and natural and organic personal care brands, by parental status, July 2015
                      • Key Players – What You Need to Know

                        • Segment sales of select natural and organic brands increasing
                          • Value options and ability to measure up to mainstream products struggle
                            • Unique formats and formulas could boost NOPC sales
                            • Manufacturer Sales of Select Natural and Organic Personal Care Products

                              • MULO performance of select NOPC brands
                                • Segment sales of select natural and organic personal care products
                                  • Figure 15: Manufacturer sales of select natural and organic personal care brands, by segment, 2014 and 2015
                              • What’s Working?

                                • Aveeno leads sales of select skincare, lotion, and sun protectant brands
                                  • Figure 16: MULO sales of skincare products, at current prices, rolling 52 weeks September 2013-September 2015
                                • Ogx leader in hair care sales
                                    • Figure 17: MULO sales of haircare products, at current prices, rolling 52 weeks September 2013-September 2015
                                  • Suave Naturals loses sales as newer NOPC soap brands have big gains
                                    • Figure 18: MULO sales of soap products, at current prices, rolling 52 weeks September 2013-September 2015
                                  • Natural and organic oral care sales boost the total oral care market
                                    • Figure 19: MULO sales of oral care products, at current prices, rolling 52 weeks September 2013-September 2015
                                • What’s Struggling?

                                  • A lack of value-focused natural and organic introductions
                                    • Figure 20: Share of natural and organic product launches, by private label, November 2014-November 2015
                                  • Natural and organic deodorants may not stand up to mainstream
                                    • Figure 21: MULO sales of deodorant products, at current prices, rolling 52 weeks September 2013-September 2015
                                  • Natural or organic hair coloring options are limited
                                    • Figure 22: MULO sales of hair coloring products, at current prices, rolling 52 weeks September 2013-September 2015
                                  • Consumers are critical of The Honest Company sun protectant
                                  • What’s Next?

                                    • Stricter regulations in the personal care industry proposed
                                      • Powder face cleansers emerging among natural brands
                                        • Activated charcoal gaining popularity in NOPC products
                                          • Natural brands have a wipe for everything
                                          • The Consumer – What You Need to Know

                                            • Overall green attitudes remain similar to 2013
                                              • A small few exclusively use natural and organic
                                                • NOPC users shop many locations; mainly mass merchandisers
                                                  • Product claims help identify products that align with consumer needs
                                                    • Consumers have conflicting perceptions of NOPC products
                                                      • Personal benefits are the top reason for purchasing NOPC products
                                                      • Attitudes toward Green Living

                                                        • Attitudes toward green living remain largely unchanged
                                                          • Figure 23: Attitudes toward green living, September 2013 and July 2015
                                                        • Natural and organic personal care users have greener attitudes
                                                          • Figure 24: NOPC Users’ attitudes toward green living, by user type, July 2015
                                                        • Older generations more concerned with environment and health
                                                          • Figure 25: Select attitudes toward green living, by generation, July 2015
                                                          • Figure 26: Attitudes toward price and research, by generation, July 2015
                                                        • Children in household impact green action and attitudes
                                                          • Figure 27: Attitudes toward green living, by children in household, July 2015
                                                        • Green attitudes are similar across race and origin
                                                          • Figure 28: Attitudes toward green living, by Hispanic origin and race, July 2015
                                                      • Natural and Organic Personal Care Product Use

                                                        • A small number exclusively purchase natural and organic brands
                                                          • Figure 29: Personal care product use, by brand type, July 2015
                                                        • Age and income factor into natural and organic personal care use
                                                          • Figure 30: Select personal care product use, only use natural and organic brands, by age and income, July 2015
                                                        • Parents of young children are a key target for natural and organic brands
                                                          • Figure 31: Select personal care product use, only use natural and organic brands, by presence of children in household, July 2015
                                                        • Asian adults most likely to solely use natural and organic products
                                                          • Figure 32: Select personal care product use, only use natural and organic brands, by race and Hispanic origin, July 2015
                                                      • Retailers Shopped

                                                        • Mass merchandiser the lead location for personal care products
                                                            • Figure 33: Retailer shopped most often for any personal care products, by user type, July 2015
                                                          • Profile of NOPC users who shop natural food stores
                                                            • Figure 34: Shopped natural food stores shopped most often for any personal care products, by various demographics, July 2015
                                                          • Profile of NOPC users who shop online
                                                            • Figure 35: Shopped online most often for any personal care products, by various demographics, July 2015
                                                        • Importance of Personal Care Product Claims

                                                          • Most product claims are important to NOPC product users
                                                            • Figure 36: Importance of claims, top two box, by user type, July 2015
                                                          • Millennials and Seniors differ on claims’ importance
                                                            • Figure 37: Importance of select product claims, top two box, by generation, July 2015
                                                            • Figure 38: Importance of free-from claims, top two box, by generation, July 2015
                                                          • Added vitamins and safe ingredient claims important to parents
                                                            • Figure 39: Importance of personal care claims, top two box, by parental status, July 2015
                                                          • Hispanics lean on claims most; Black and Asian adults look to some
                                                            • Figure 40: Importance of select claims, top two box, by Hispanic origin and race, July 2015
                                                        • Perceptions of Natural and Organic Personal Care Products

                                                          • Availability and transparency could be barriers to purchasing
                                                            • Figure 41: Availability, transparency, and health perceptions of natural and organic personal care products, by age, July 2015
                                                          • Health impact and the need for natural and organic line extensions
                                                              • Figure 42: Health, product line extension, and skepticism perceptions of natural and organic personal care products, by user type, July 2015
                                                              • Figure 43: Health, product line extension, and skepticism perceptions of natural and organic personal care products, by Hispanic origin and race, July 2015
                                                            • Uncertainty surrounds the impact on the environment
                                                              • Figure 44: Environmental perceptions of natural and organic personal care products, by age, July 2015
                                                          • Reasons for Purchasing Natural and Organic Personal Care Products

                                                            • Adults purchasing NOPC do so primarily for the personal benefits
                                                              • Figure 45: Personal benefit reasons for purchasing natural and organic personal care products, by age and gender, July 2015
                                                            • Supporting the environment is secondary
                                                              • Figure 46: Environmental reasons for purchasing natural and organic personal care products, by age and gender, July 2015
                                                            • To feel good about oneself does drive purchasing, particularly for dads
                                                              • Figure 47: Aspirational reasons for purchasing natural and organic personal care products, by parental status, July 2015
                                                            • Performance compared to mainstream products is not a motive
                                                              • Figure 48: Performance reasons for purchasing natural and organic personal care products, by age and gender, July 2015
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms
                                                                        • Appendix – Market

                                                                            • Figure 49: Natural supermarket sales of select personal care products**, by presence of GMO ingredients, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015
                                                                            • Figure 50: Natural supermarket sales of select personal care products, by organic ingredients and naturally positioned, at current prices, rolling 52-weeks ending Sept. 8, 2013 and Sept. 6, 2015

                                                                        Companies Covered

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                                                                        Natural and Organic Personal Care Consumer - US - December 2015

                                                                        US $3,995.00 (Excl.Tax)