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Natural and Organic Toiletries - UK - February 2013

“Although consumers are keen to make the right choices when it comes to their own health and the wellbeing of the planet, they find the natural and organic toiletries market difficult terrain to negotiate, causing many to revert to making their product choices based on the tried and tested values of price or brand name. Manufactures need to work at making it easier for consumers to make informed choices about what they are buying.”
– Alexandra Richmond, Head of Beauty and Personal Care
Some questions answered in this report include:

  • How can the natural and organic market gain consumer confidence?
  • How can the natural and organics market ensure growth in a difficult economy?
  • How can brands better communicate with consumers?

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Table of contents

  1. Introduction

      • Definition
        • Natural and organic
          • Natural
            • Organic
              • Important note
                • Methodology
                  • Consumer research
                    • Abbreviations
                    • Executive Summary

                        • The market
                          • Market factors
                            • Figure 1: Reasons for buying natural or organic toiletries, November 2012
                            • Figure 2: Reasons for not buying natural or organic toiletries, November 2012
                          • Companies, brands and innovation
                            • Figure 3: All beauty and personal care new product launches, by top 15 claims, January - October 2012
                          • The consumer
                            • Figure 4: Perceptions of ‘natural’ as defined by consumers, November 2012
                          • What we think
                          • Issues in the Market

                              • How can the natural and organic market gain consumer confidence?
                                • How can the natural and organics market ensure growth in a difficult economy?
                                  • How can brands better communicate with consumers?
                                  • Trend Application

                                      • Trend: Simple Balance for Health
                                        • Trend: Help Me Help Myself
                                          • 2015 Trend: East Meets West
                                          • Market Drivers

                                            • Key points
                                              • Increased consumer awareness
                                                • Lack of regulation is a double-edged sword
                                                  • The time for transparency is now
                                                    • Figure 5: Agreement with selected environmental statements, 2008-12
                                                    • Figure 6: Attitudes towards natural/organic products, 2008-12
                                                  • Certifications
                                                    • COSMOS-standard
                                                      • BDIH
                                                        • EcoCert
                                                          • NaTrue
                                                            • REACH – Registration, Evaluation, Authorisation and Restriction of Chemical Substances
                                                              • The Organic Trade Board
                                                                • Soil Association
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Degrees of natural and organic
                                                                          • Botanical/herbal claims dominate product launches
                                                                            • Figure 7: All beauty and personal care product launches, by top 15 claims, January 2011-October 2012
                                                                          • A blurring market
                                                                            • Organic claims lead launches
                                                                              • Figure 8: New product launches, by natural positioning, January 2011-October 2012
                                                                            • Recent launches of all-natural AND botanic AND organic products
                                                                              • Skincare sector dominates natural launches
                                                                                • Figure 9: Percentage of product launches with an all-natural claim, by category, January 2011-October 2012
                                                                            • Companies and Products

                                                                                • Terre d’Oc
                                                                                  • Background and structure
                                                                                    • Product range and innovation
                                                                                        • Figure 10: Selected products launched by Terre d’Oc in the natural and organic market in the UK, July 2012
                                                                                      • Azafran Innovacion
                                                                                        • Background and structure
                                                                                          • Product range and innovation
                                                                                            • Figure 11: Selected products launched by Azafran Innovacion in the natural and organic market in the UK, April 2012
                                                                                          • Urtekram
                                                                                            • Background and structure
                                                                                              • Product range and innovation
                                                                                                • Figure 12: Selected products launched by Urtekram in the natural and organic market in the UK, April 2012
                                                                                              • Green People
                                                                                                • Background and structure
                                                                                                  • Product range and innovation
                                                                                                      • Figure 13: Selected products launched by Green People in the natural and organic market in the UK, October 2012
                                                                                                    • Marketing and advertising
                                                                                                      • Figure 14: Total Advertising Expenditure by Green People, by brand and media type, January 2011-October 2012
                                                                                                    • Neal’s Yard Remedies
                                                                                                      • Background and structure
                                                                                                        • Product range and innovation
                                                                                                            • Figure 15: Selected products launched by Neal’s Yard Remedies in the natural and organic market in the UK, October 2012
                                                                                                          • Marketing and advertising
                                                                                                            • Dr Organic
                                                                                                              • Background and structure
                                                                                                                • Product range and innovation
                                                                                                                  • Marketing and advertising
                                                                                                                    • Figure 16: Total Advertising Expenditure by Dr Organic, by brand and media type, January 2011-October 2012
                                                                                                                  • Yves Rocher
                                                                                                                    • Background and structure
                                                                                                                      • Product range and innovation
                                                                                                                        • Figure 17: Selected products launched by Yves Rocher in the natural and organic market in the UK, September 2012
                                                                                                                    • Brand Communication and Promotion

                                                                                                                      • Key points
                                                                                                                        • Methodology outline
                                                                                                                          • Advertising and austerity
                                                                                                                            • Figure 18: Total above-the-line expenditure in the beauty and personal care market, 2008- 2012
                                                                                                                          • Natural and organic brands are barely visible
                                                                                                                            • Lack of advertising feeds the confusion
                                                                                                                              • Online opportunities
                                                                                                                                • Figure 19: Social media activity amongst selected natural or organic beauty and personal care brands, February 2013
                                                                                                                            • Consumer Lifestyles

                                                                                                                              • Key points
                                                                                                                                • Keen to be green
                                                                                                                                  • Figure 20: Indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                • The price of ethics
                                                                                                                                • Consumer Purchase of Natural or Organic Toiletries

                                                                                                                                  • Key points
                                                                                                                                    • Essentials do business
                                                                                                                                      • Figure 21: Purchase of natural or organic toiletries, by product type, six months to November 2012
                                                                                                                                    • Performance vs natural
                                                                                                                                    • Consumer Perceptions of Natural

                                                                                                                                      • Key points
                                                                                                                                        • Consumer confusion
                                                                                                                                          • Figure 22: Perceptions of ‘natural’ as defined by consumers, November 2012
                                                                                                                                        • Image is all
                                                                                                                                        • Consumer Reasons for Buying Natural and Organic Toiletries

                                                                                                                                          • Key points
                                                                                                                                            • Health matters
                                                                                                                                              • Figure 23: Reasons for buying natural or organic toiletries, November 2012
                                                                                                                                            • What about the ethics?
                                                                                                                                            • Consumer Reasons for Not Buying Natural and Organic Toiletries

                                                                                                                                              • Key points
                                                                                                                                                • Savvy shoppers
                                                                                                                                                  • Figure 24: Reasons for not buying natural or organic toiletries, November 2012
                                                                                                                                                • Confusion and mistrust
                                                                                                                                                  • Availability and visibility
                                                                                                                                                  • Appendix – Consumer Lifestyles

                                                                                                                                                      • Figure 25: Indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 26: Indicators of natural or organic or green lifestyles, by indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 27: Purchase of natural or organic toiletries in the last six months, by most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 28: Purchase of natural or organic toiletries in the last six months, by next most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 29: Purchase of natural or organic toiletries in the last six months, by other indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 30: Number of natural or organic toiletries purchased in the last six months, by most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 31: Number of natural or organic toiletries purchased in the last six months, by next most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 32: Number of natural or organic toiletries purchased in the last six months, by other indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 33: Reasons for buying natural or organic toiletries, by most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 34: Reasons for buying natural or organic toiletries, by next most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 35: Reasons for buying natural or organic toiletries, by other indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 36: Reasons for not buying natural or organic toiletries, by most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 37: Reasons for not buying natural or organic toiletries, by next most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 38: Perceptions of ‘natural’ as defined by consumers, by most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 39: Perceptions of ‘natural’ as defined by consumers, by next most popular indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 40: Perceptions of ‘natural’ as defined by consumers, by other indicators of natural or organic or green lifestyles, November 2012
                                                                                                                                                      • Figure 41: Most popular indicators of natural or organic or green lifestyles, by demographics, November 2012
                                                                                                                                                      • Figure 42: Next most popular indicators of natural or organic or green lifestyles, by demographics, November 2012
                                                                                                                                                      • Figure 43: Other indicators of natural or organic or green lifestyles, by demographics, November 2012
                                                                                                                                                  • Appendix – Consumer Purchase of Natural and Organic Toiletries

                                                                                                                                                      • Figure 44: Purchase of natural or organic toiletries in the last six months, November 2012
                                                                                                                                                      • Figure 45: Purchase of natural or organic toiletries in the six months, by number of natural or organic toiletries purchased in the last six months, November 2012
                                                                                                                                                      • Figure 46: Reasons for buying natural or organic toiletries, by number of natural or organic toiletries purchased in the last six months, November 2012
                                                                                                                                                      • Figure 47: Most popular purchase of natural or organic toiletries in the last six months, by demographics, November 2012
                                                                                                                                                      • Figure 48: Next most popular purchase of natural or organic toiletries in the last six months, by demographics, November 2012
                                                                                                                                                      • Figure 49: Number of natural or organic toiletries purchased in the last six months, by demographics, November 2012
                                                                                                                                                  • Appendix – Consumer Perceptions of Natural

                                                                                                                                                      • Figure 50: Perceptions of ‘natural’ as defined by consumers, November 2012
                                                                                                                                                      • Figure 51: Reasons for buying natural or organic toiletries, by perceptions of ‘contain ingredients from plants, fruit, seeds etc and contain organic ingredients’ as defined by consumers, November 2012
                                                                                                                                                      • Figure 52: Reasons for buying natural or organic toiletries, by perceptions of ‘contain botanical/herbal ingredients and free-from chemicals’ as defined by consumers, November 2012
                                                                                                                                                      • Figure 53: Reasons for buying natural or organic toiletries, by perceptions of ‘have no additives/ preservatives and fragrance-free’ as defined by consumers, November 2012
                                                                                                                                                      • Figure 54: Reasons for buying natural or organic toiletries, by perceptions of ‘not contain animal ingredients and contain aromatherapy ingredients’ as defined by consumers, November 2012
                                                                                                                                                      • Figure 55: Reasons for buying natural or organic toiletries, by perceptions of ‘come in recycled packaging and certified organic’ as defined by consumers, November 2012
                                                                                                                                                      • Figure 56: Reasons for buying natural or organic toiletries, by perceptions of ‘vitamin/mineral fortified and dermatologically-tested’ as defined by consumers, November 2012
                                                                                                                                                      • Figure 57: Perceptions of ‘contain ingredients from plants, fruit, seeds etc and contain organic ingredients’ as defined by consumers, by demographics, November 2012
                                                                                                                                                      • Figure 58: Perceptions of ‘contain botanical/herbal ingredients and free-from chemicals’ as defined by consumers, by demographics, November 2012
                                                                                                                                                      • Figure 59: Perceptions of ‘have no additives/preservatives and fragrance-free’ as defined by consumers, by demographics, November 2012
                                                                                                                                                      • Figure 60: Perceptions of ‘not contain animal ingredients and contain aromatherapy ingredients’ as defined by consumers, by demographics, November 2012
                                                                                                                                                      • Figure 61: Perceptions of ‘come in recycled packaging and certified organic’ as defined by consumers, by demographics, November 2012
                                                                                                                                                      • Figure 62: Perceptions of ‘vitamin/mineral fortified and dermatologically-tested’ as defined by consumers, by demographics, November 2012
                                                                                                                                                  • Appendix – Consumer Reasons for Buying Natural and Organic Toiletries

                                                                                                                                                      • Figure 63: Reasons for buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 64: Purchase of natural or organic toiletries, by most popular reasons for buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 65: Purchase of natural or organic toiletries in the last six months, by next most popular reasons for buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 66: Perceptions of ‘natural’ as defined by the consumers, by most popular reasons for buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 67: Perceptions of ‘natural’ as defined by the consumers, by next most popular reasons for buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 68: Reasons for buying natural or organic toiletries, by number of reasons for buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 69: Most popular reasons for buying natural or organic toiletries, by demographics, November 2012
                                                                                                                                                      • Figure 70: Next most popular reasons for buying natural or organic toiletries, by demographics, November 2012
                                                                                                                                                      • Figure 71: Number of reasons for buying natural or organic toiletries, by demographics, November 2012
                                                                                                                                                  • Appendix – Consumer Reasons for Not Buying Natural and Organic Toiletries

                                                                                                                                                      • Figure 72: Reasons for not buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 73: Indicators of natural or organic or green lifestyles, by most popular reasons for not buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 74: Indicators of natural or organic or green lifestyles, by next most popular reasons for not buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 75: Reasons for not buying natural or organic toiletries, by number of reasons for not buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 76: Indicators of natural or organic or green lifestyles, by number of reasons for not buying natural or organic toiletries, November 2012
                                                                                                                                                      • Figure 77: Most popular reasons for not buying natural or organic toiletries, by demographics, November 2012
                                                                                                                                                      • Figure 78: Next most popular reasons for not buying natural or organic toiletries, by demographics, November 2012
                                                                                                                                                      • Figure 79: Number of reasons for not buying natural or organic toiletries, by demographics, November 2012

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Boots UK health & beauty retail
                                                                                                                                                  • Neal’s Yard Remedies
                                                                                                                                                  • Yves Rocher UK

                                                                                                                                                  Natural and Organic Toiletries - UK - February 2013

                                                                                                                                                  £1,995.00 (Excl.Tax)