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Natural and Organic Toiletries - UK - December 2014

“Price is a barrier in this category, with natural/organic being a lower priority when buying products. This offers opportunities for brands to present more appealing pricing strategies, such as secret discounts. With certification being a low indicator of whether a product is natural or organic, this suggests a lack of clarity regarding certifications and could have negative implications for brands that adhere to strict criteria. As the category moves away from free-from claims and moves towards more functional claims this is likely to make the category more appealing, particularly to younger people who want to know how a product will benefit them.”
– Roshida Khanom, Senior Personal Care Analyst

This report discusses the following key topics:

  • Overcoming the price barrier
  • Confusing certification
  • Focusing on benefits vs free-from

With a lack of industry definition on the classification of ‘natural’ or ‘organic’ much has been left for consumers to interpret. Additionally, the lack of classification has resulted in a range of certifications, adding to consumer scepticism of certification. Consumers have therefore associated free-from claims with natural/organic products, which is the area in which the category has traditionally played in.

Recent launches in the period January-October 2014 show a shift away from free-from claims and more towards functional/appearance claims. For example, the use of preservative/additive-free claims made up 38% of new natural launches in the period January-October 2014, declining from 61% in 2013, whilst anti-ageing claims rose by 45% in the same time period. This offers opportunities for brands to be more competitive against regular beauty and personal care products, as well as to present functional benefits to the consumer which are more likely to resonate with a wider range of people.

Within this report we investigate the purchase of regular beauty and personal care products as well as the preference for natural/organic toiletries and reasons for preferring natural/organic toiletries. The report also investigates where people are buying natural/organic toiletries from as well as factors which indicate that a product is natural/organic.

The scope of this report does not cover the size of the market, channels to market, market forecast or market share data.

This report examines the market for natural and organic toiletries in the UK. The following categories are included in the remit of this report:

  • Colour cosmetics – facial make-up, lip make-up, nail make-up and eye make-up
  • Deodorants and body sprays
  • Fragrances (male, female and unisex)
  • Haircare – shampoos, conditioners and treatments, styling agents, colourants and home perms and relaxers
  • Shaving and depilatories – shaving preparations and depilatory products
  • Skincare – for the face, body, hands and feet as well as suncare protection, after sun, and self-tanning including gradual tanning
  • Soap and bath products – shower gels and creams, body washes, soaps, bath foams, gels, additives.

 

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Table of contents

  1. 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

                                                                                                                  Companies Covered

                                                                                                                  • Facebook, Inc.
                                                                                                                  • Neal’s Yard Remedies
                                                                                                                  • Organic Food Federation (The)
                                                                                                                  • Twitter, Inc.
                                                                                                                  • Yves Rocher UK

                                                                                                                  Natural and Organic Toiletries - UK - December 2014

                                                                                                                  £1,995.00 (Excl.Tax)