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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