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Natural and Organic Personal Care Consumer - US - December 2018

"Natural brands continue to experience growth, albeit in a new direction. Clean beauty is the new green, with consumers looking for beauty products free from specific synthetic ingredients rather than synthetic-free. To expand consumer penetration of these products and advance sales growth, brands are going beyond formulations and making efforts to boost sustainability initiatives and reduce waste."

Alison Gaither, Beauty & Personal Care Analyst

This report will look at the following areas:

  • Majority of consumers buy mainstream BPC
  • The natural industry lacks regulation
  • Clean is the new natural – but what does it mean?

 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Majority of consumers buy mainstream BPC
            • Figure 1: Product purchases – Any personal care product (net)*, October 2018
          • The natural industry lacks regulation
            • Figure 2: Select attitudes toward NOPC, October 2018
          • Clean is the new natural – but what does it mean?
            • Figure 3: Select natural indicators – Clean product, by age, October 2018
          • The opportunities
            • Incentivize NOPC purchases as a way to reduce waste
              • In lieu of government regulations, retailers can hold brands accountable
                • Figure 4: It’s Time for Better Beauty
              • Black consumers are a key driver of NOPC
                • Figure 5: Select purchasing behaviors, by race, October 2018
              • What it means
              • The Market – What You Need to Know

                • The NOPC market is still growing
                  • Lifestyles of the health conscious – can it last?
                    • Specialty retailers look to food and step up
                    • Market Trends

                      • Innovative formats, men’s care lead MULO natural market
                        • Figure 6: Multi-outlet sales of select natural and organic personal care brands, by brand, rolling 52-weeks 2017 and 2018
                      • NOPC shows positive growth in major categories
                          • Figure 7: Multi-outlet sales of select natural and organic personal care brands, by segment, rolling 52-weeks 2017 and 2018
                      • Market Perspective: Lifestyles of the Health Conscious

                          • Consumers are focusing on overall wellbeing
                            • Figure 8: Frequency of health management, October 2017
                          • Different resources are used for different aspects of health
                            • Figure 9: Correspondence analysis – Sources of information, October 2017
                          • Methodology
                            • Make consumers feel good about choosing NOPC
                              • Figure 10: Attitudes toward self-perceptions, August 2017
                          • Market Factors

                            • Specialty retailers create ‘clean’ beauty standards . . .
                              • Figure 11: It’s Time for Better Beauty
                            • ...but the standard started with food and drink
                            • Key Players – What You Need to Know

                              • Brands are looking beyond natural ingredients
                                • Environmentally conscious and plastic free is the future
                                • What’s Happening?

                                  • Brands are taking steps to support sustainable and ethical practices
                                    • Waste reduction gets creative
                                      • Vegan beauty products are a natural extension of cruelty free
                                        • Figure 12: Share of US BPC product launches making vegan/no animal ingredients claims, January 2015-November 2018
                                    • What’s Next?

                                      • The problem with plastic
                                        • Figure 13: Norwegian BPC products bearing the Nordic Ecolabel
                                        • Figure 14: Beauty and personal care products created with 100% recycled materials
                                      • Social awareness – brand as a by-product
                                      • The Consumer – What You Need to Know

                                        • Functional segments suffer from lack of options, engagement
                                          • Mass merchandisers lead for NOPC purchases, Amazon isn’t far behind
                                            • To many consumers, natural means clean
                                              • Consumers want to make the right choice, as long as it’s easy
                                                • Engagement determines how much consumers will pay for NOPC
                                                  • Lack of regulation leads to consumer confusion
                                                  • Product Purchases

                                                    • Specialty beauty products benefit from more natural options
                                                      • Figure 15: Product purchases, October 2018
                                                    • Function vs benefits continues to impact the types of products purchased
                                                      • Figure 16: Product purchases – any personal care product (net)*, October 2018
                                                    • Younger consumers are more engaged, but mature consumers are still a key market
                                                      • Figure 17: Product purchases – Any natural/organic product purchase (net)*, by age, October 2018
                                                    • Men use NOPC products as an extension of a healthy lifestyle
                                                      • Figure 18: Select product purchases – any natural/organic product purchase (net)*, by gender, October 2018
                                                    • Hispanics demonstrate heightened interest in natural categories
                                                      • Figure 19: Product purchases – any natural/organic product purchase (net)*, by race and Hispanic origin, October 2018
                                                  • Retailers Shopped

                                                    • Mass merchandisers still lead, but the gap is closing
                                                      • Figure 20: Retailers shopped, October 2018
                                                    • Mass merchandisers are leading among younger consumers – but keep a close eye on Amazon
                                                      • Figure 21: Retailers shopped, by age, October 2018
                                                    • Men and women approach shopping for natural differently
                                                      • Figure 22: Retailers shopped, by gender, October 2018
                                                    • Hispanics may forgo convenience for the right product
                                                      • Figure 23: Retailers shopped, by race and Hispanic origin, October 2018
                                                  • Natural Indicators

                                                    • Prove it on product packaging
                                                        • Figure 24: Natural indicators, October 2018
                                                      • Clean means natural to younger consumers
                                                        • Figure 25: Natural indicators, by age, October 2018
                                                      • Black consumers choose natural brands they trust
                                                        • Figure 26: Natural indicators, by race and Hispanic origin, October 2018
                                                    • Purchasing Behaviors

                                                      • Willingness to pay more for NOPC determined by engagement
                                                        • Figure 27: Purchasing behaviors, October 2018
                                                      • Age plays a role in price-related purchase barriers
                                                        • Figure 28: Purchasing behaviors, by age, October 2018
                                                      • Price can be a purchase barrier to both genders
                                                        • Figure 29: Purchasing behaviors, by gender, October 2018
                                                      • Black consumers are key drivers of NOPC purchases
                                                        • Figure 30: Purchasing behaviors, by race and Hispanic origin, October 2018
                                                    • Attitudes toward NOPC

                                                      • Clean beauty drives consumer interest – but what does it mean?
                                                        • Figure 31: Attitudes toward NOPC, October 2018
                                                      • Younger consumers choose “clean” over “green”
                                                        • Figure 32: Attitudes toward NOPC, by age, October 2018
                                                      • Multicultural consumers believe in natural
                                                        • Figure 33: Attitudes toward NOPC, by race and Hispanic origin, October 2018
                                                    • Interest in Innovations

                                                      • Interest in environmental innovations is strong
                                                        • Figure 34: Interest in innovations, October 2018
                                                      • Make sustainable formats effortless
                                                        • Figure 35: Interest in innovations – Any use or interest (net)*, October 2018
                                                      • Purchase drivers change with lifestage
                                                        • Figure 36: Interest in innovations – Any use or interest (net)*, by age, October 2018
                                                      • Hispanics key innovation drivers
                                                        • Figure 37: Interest in innovations – Any use or interest (net)*, by race and Hispanic origin, October 2018
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • Abbreviations and terms
                                                              • Abbreviations

                                                              Natural and Organic Personal Care Consumer - US - December 2018

                                                              US $4,395.00 (Excl.Tax)