Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Natural, Organic and Ethical Toiletries - UK - December 2017

“Ethical considerations are very closely connected to perceptions of natural/organic, with consumers associating brands with a strong natural/organic positioning as being ethical. Ethics are important to the consumer particularly when using a brand for the first time, highlighting the importance of brands promoting their ethical credentials to win new consumers. There is, however, confusion in both sectors as consumers struggle to understand how natural/organic or ethical a brand is, suggesting that universal ratings in both areas could help dispel confusion.”

- Roshida Khanom, Associate Director BPC

This report will look at the following areas:

  • Bringing beauty to natural/organic toiletries
  • Confusion in the sector
  • Ethical considerations are important to attract new users

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Healthy eating trends are driving focus on ingredients
              • Companies and brands
                • Going beyond ‘natural’ and ‘organic’
                  • Figure 1: New product development with all-natural and/or organic claims, by category, January 2014-October 2017
                • Rise in ethical toiletries
                  • Figure 2: New product development with ethical and/or environmental claims, by category, January 2014-October 2017
                • The consumer
                  • Babies’/children’s natural/organic products are popular
                    • Figure 3: Purchase of natural/organic beauty and personal care products, September 2017
                  • ‘Free-from’ is the biggest driver for usage
                    • Figure 4: Reasons for purchasing natural/organic toiletries, September 2017
                  • Certification is important
                    • Figure 5: Indicators of natural/organic beauty and personal care products, September 2017
                  • Consumers need clarification
                    • Figure 6: Attitudes towards natural/organic beauty and personal care products, September 2017
                  • Consumers have strong views on ethics
                    • Figure 7: Behaviours related to ethical beauty and personal care brands, September 2017
                  • The environment is important
                    • Figure 8: Attitudes towards ethical beauty and grooming brands, September 2017
                  • What we think
                  • Issues and Insights

                    • Bringing beauty to natural/organic toiletries
                      • The facts
                        • The implications
                          • Confusion in the sector
                            • The facts
                              • The implications
                                • Ethical considerations are important to attract new users
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Changes in population dynamics may impact the sector
                                        • Healthy lifestyles trends
                                          • Consumers want information
                                            • Natural brands are ethical
                                              • Companies should be more ethical
                                              • Market Drivers

                                                • Population of young people will impact the market
                                                  • Figure 9: Trends in the age structure of the UK population, 2012-22
                                                • Brexit could see people curb their spending
                                                  • Figure 10: Changes in household finances, January 2015-May 2017
                                                • Health from the inside out
                                                  • Managing skin conditions
                                                    • Figure 11: Attitudes towards managing skin conditions, May 2017
                                                  • Hair colour opportunities
                                                    • Figure 12: Factors indicating a hair colourant product is less damaging, January 2017
                                                  • Desire for information
                                                    • Natural brands are considered ethical
                                                        • Figure 13: Top ranking of brands in the BPC sector, by agreement with ‘ethical’, January 2015-June 2017
                                                      • Consumers want companies to be more ethical
                                                        • Figure 14: Attitudes towards corporate ethics, May 2015
                                                    • Companies and Brands – What You Need to Know

                                                      • Natural and organic claims see a decline
                                                        • Haircare increases in focus whilst skincare declines
                                                          • Animals are important
                                                            • Using technology to drive engagement
                                                              • Lush has strong brand associations
                                                              • Launch Activity and Innovation

                                                                • Beyond natural/organic
                                                                  • Figure 15: New product development with all-natural and/or organic claims, by category, January 2014-October 2017
                                                                • Increased focus on haircare…
                                                                  • …whilst skincare sees a decline
                                                                    • Affordable organic skincare
                                                                      • Refillable claims see the fastest growth
                                                                        • Figure 16: Fastest-growing claims in the natural/organic beauty and personal care sector, 2015-16
                                                                      • ‘Female’ launches focus on fragrances
                                                                        • Figure 17: Female fragrance launches in the natural/organic sector, 2016
                                                                      • ‘Organic’ is most claimed
                                                                        • Figure 18: Top six claims in the natural/organic beauty and personal care sector, January-October 2017
                                                                      • Caring for animals
                                                                        • Ethical toiletries are on the rise
                                                                          • Figure 19: New product development with ethical and/or environmental claims, by category, January 2014-October 2017
                                                                      • Advertising and Marketing Activity

                                                                        • Using technology to drive engagement
                                                                          • Figure 20: Total above-the-line, online display and direct mail advertising expenditure on selected natural/organic brands, January 2014-October 2017
                                                                        • The Body Shop goes back to the brand equity
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 21: Attitudes towards and usage of selected brands, November 2017
                                                                              • Key brand metrics
                                                                                • Figure 22: Key metrics for selected brands, November 2017
                                                                              • Brand attitudes: Natural and organic toiletries not considered value for money
                                                                                • Figure 23: Attitudes, by brand, November 2017
                                                                              • Brand personality: Boots Botanics is accessible
                                                                                • Figure 24: Brand personality – macro image, November 2017
                                                                              • Brands in the sector are not indulgent
                                                                                • Figure 25: Brand personality – micro image, November 2017
                                                                              • Brand analysis
                                                                                • Neal’s Yard risks being old-fashioned
                                                                                  • Figure 26: User profile of Neal’s Yard, November 2017
                                                                                • Lush has a youthful image
                                                                                  • Figure 27: User profile of Lush, November 2017
                                                                                • Dr Organic has a caring image
                                                                                  • Figure 28: User profile of Dr Organic, November 2017
                                                                                • Boots Botanics has no strong brand perceptions
                                                                                  • Figure 29: User profile of Boots Botanics, November 2017
                                                                                • Green People has low usage
                                                                                  • Figure 30: User profile of Green People, November 2017
                                                                                • Deciem’s newness translates to low usage
                                                                                  • Figure 31: User profile of Deciem, November 2017
                                                                              • The Consumer – What You Need to Know

                                                                                • Babies’/children’s products are most popular
                                                                                  • Men are less likely to buy natural/organic skincare
                                                                                    • Free-from is the biggest purchase driver
                                                                                      • Health and environmental factors are equally important
                                                                                        • Proof is important
                                                                                          • Confusion in the natural/organic sector…
                                                                                            • …as well as in the ethical sector
                                                                                            • Purchase of Natural/Organic Toiletries

                                                                                              • Parents look for natural/organic children’s products
                                                                                                • Figure 32: Purchase of natural/organic beauty and personal care products, September 2017
                                                                                              • Natural/organic is preferred for rinse-off products
                                                                                                • Women buy natural/organic skincare
                                                                                                  • Figure 33: Purchase of natural/organic skincare, by gender, September 2017
                                                                                                • Natural/organic make-up has low usage
                                                                                                • Reasons for Purchasing Natural/Organic Toiletries

                                                                                                  • ‘Free-from’ is the biggest driver
                                                                                                    • Figure 34: Reasons for purchasing natural/organic toiletries, September 2017
                                                                                                  • Health and environment are both important
                                                                                                    • Appearance motivator is low
                                                                                                    • Natural/Organic Indicators

                                                                                                      • Consumers want proof
                                                                                                        • Figure 35: Indicators of natural/organic beauty and personal care products, September 2017
                                                                                                      • ‘Organic’ holds more weight than ‘natural’
                                                                                                        • The simple life
                                                                                                          • Figure 36: Short ingredients list and shelf life as indicators of natural/organic beauty and personal care products, by age, September 2017
                                                                                                      • On-Pack Natural/Organic Indicators

                                                                                                          • What ingredients list?
                                                                                                            • Figure 37: Heat map of areas that indicate that a product is natural/organic, July 2017
                                                                                                          • But ingredients are important
                                                                                                            • Visual symbols stand out
                                                                                                            • Attitudes towards Natural/Organic Toiletries

                                                                                                              • Confusion in the category
                                                                                                                • Figure 38: Attitudes towards natural/organic beauty and personal care products, September 2017
                                                                                                              • Young people want to see more from big brands
                                                                                                                • Figure 39: Agreement with wanting to see more natural/organic products from big brands, by age, September 2017
                                                                                                              • Functionality is important
                                                                                                              • Visual Perceptions of Natural/Organic Toiletries

                                                                                                                  • Natural/organic toiletries are unspoilt
                                                                                                                    • Figure 40: Unspoilt images related to natural/organic toiletries, July 2017
                                                                                                                  • Lack of processes
                                                                                                                    • Figure 41: Images reflecting a lack of process in relation to natural/organic toiletries, July 2017
                                                                                                                  • Expense
                                                                                                                    • Figure 42: Image reflecting expense in relation to natural/organic toiletries, July 2017
                                                                                                                • Ethical Toiletries

                                                                                                                  • Confusion in the ethical sector
                                                                                                                    • Figure 43: Behaviours related to ethical beauty and personal care brands, September 2017
                                                                                                                  • Consumers try to be ethical
                                                                                                                    • Unethical practices are bad news
                                                                                                                      • Millennials show stronger ethical considerations
                                                                                                                        • Figure 44: Behaviours related to ethical beauty and personal care brands, by Millennials, September 2017
                                                                                                                      • Ethical considerations are more important for new brands
                                                                                                                        • The environment trumps people
                                                                                                                          • Figure 45: Attitudes towards ethical beauty and personal care brands, September 2017
                                                                                                                        • Animals are important
                                                                                                                            • Figure 46: Agreement with an ethical brand promoting animal welfare, by age, September 2017
                                                                                                                          • Young people want companies to fight for people
                                                                                                                            • Figure 47: Attitudes towards ethical beauty and grooming brands, by youngest demographics, September 2017
                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                            • Abbreviations
                                                                                                                              • Consumer research methodology
                                                                                                                                • Figure 48: Image bank for beauty online collage exercise, July 2017
                                                                                                                                • Figure 49: Areas of packaging which indicate that a product is natural/organic, July 2017

                                                                                                                            Natural, Organic and Ethical Toiletries - UK - December 2017

                                                                                                                            US $2,552.20 (Excl.Tax)