2020
8
Canada Natural and Organic Personal Care Market Report 2020
2020-12-10T03:01:49+00:00
OX988038
3695
128538
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Report
en_GB
“COVID-19 has accelerated a shift towards more wellness-focused lifestyles. Natural or organic personal care brands can help support these healthy aspirations and self-care practices by providing clean and safe products,…

Canada Natural and Organic Personal Care Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Natural and Organic Personal Care Consumer Canada market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Canadians are motivated to purchase natural or organic personal care products because they are assured by their health and safety benefits. While the COVID-19 pandemic has caused significant lifestyle changes and disruptions to personal care routines, natural products are expected to recover from availability and pricing issues as Canadians prioritize their overall wellness and look for products to support a healthy lifestyle and a healthy planet.

Expert analysis from a specialist in the field

Written by Meghan Ross, a leading analyst in the Home & Beauty sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has accelerated a shift towards more wellness-focused lifestyles. Natural or organic personal care brands can help support these healthy aspirations and self-care practices by providing clean and safe products, both for the end user and for the planet. Younger shoppers are particularly aligned with natural brands, indicating strength for the category into the future.
Meghan Ross
Senior Home & Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
            • Economic and other assumptions
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Impact of COVID-19 on natural and organic personal care products
                      • Figure 1: Short, medium and longer-term impact of COVID-19 on natural and organic personal care, November 2020
                    • Opportunities and Challenges
                      • Restricted spending may impact NOPC purchases
                        • COVID-19 lifestyle disruptions create both challenges and opportunities for NOPC brands
                          • A focus on wellness will propel natural brands
                            • Younger Canadians are strong proponents of NOPC brands
                              • Biotechnology and lab-based solutions offer an alternative to plant-based naturals
                              • The Market – Key Takeaways

                                • COVID-19 has led to a stronger embrace of self-care and wellness
                                  • The economic slowdown will lead to more measured spending
                                    • Apprehension about visiting salons and spas spurs an uptick in DIY approaches
                                      • Biotechnology can offer safe and sustainable alternatives to traditional plant-based products
                                        • Transparency will be key to consumer trust
                                        • Impact of COVID-19

                                          • Impact of COVID-19 on natural and organic personal care products
                                            • Figure 2: Short, medium and longer-term impact of COVID-19 on natural and organic personal care products, November 2020
                                          • Lockdown
                                            • Re-emergence
                                              • Recovery
                                                • COVID-19: Canadian context
                                                • Market Factors

                                                  • COVID-19 has led to a stronger embrace of self-care and wellness
                                                    • The economic slowdown will lead to more measured spending
                                                      • Figure 3: Personal care category spending priority increase motivated by COVID-19, by purchasers of mainstream products only vs purchasers of a mix of mainstream and NOPC products, July 2020
                                                    • Apprehension about visiting salons and spas spurs an uptick in DIY approaches
                                                      • Figure 4: Overtone Color Instagram post, July 2020
                                                      • Figure 5: Paintbox Nails Instagram post, March 2020
                                                  • Market Opportunities

                                                    • Biotechnology can offer safe and sustainable alternatives to traditional plant-based products
                                                      • Figure 6: Bioeffect Instagram post, May 2019
                                                      • Figure 7: Biossance Instagram post, July 2020
                                                    • Pre-, pro- and post-biotics offer another natural alternative to plants
                                                      • Figure 8: Gallinée Youthful Serum (US), June 2020
                                                      • Figure 9: Ouai Body Cleanser (US), October 2019
                                                      • Figure 10: Aveeno Kefir Probiotic Blend Shampoo (US), June 2020
                                                      • Figure 11: Elina Organics Instagram post, April 2020
                                                    • Transparency will be key to consumer trust
                                                      • Brands can simplify this process for shoppers by doing the legwork
                                                        • Figure 12: Sephora Canada Instagram post, October 2020
                                                        • Figure 13: ProvenanceHQ Instagram post, May 2020
                                                        • Figure 14: ProvenanceHQ Instagram post, September 2020
                                                    • Companies and Brands – Key Takeaways

                                                      • CBD offers relief to stressed-out shoppers
                                                        • COVID-19 routine disruptions create new opportunities
                                                        • Competitive Strategies

                                                            • CBD offers relief to stressed-out shoppers
                                                              • Figure 15: The Uplifters’ Prima Enlightenment Serum Concentrated Boost (US), April 2020
                                                            • COVID-19 routine disruptions create new opportunities
                                                              • Figure 16: Each and Every Instagram post, April 2020
                                                              • Figure 17: Each and Every Instagram post screenshot, February 2020
                                                          • The Consumer – Key Takeaways

                                                            • The majority of personal care shoppers include NOPC brands in their repertoire
                                                              • Personal care shoppers are divided over the importance of natural ingredients
                                                                • Natural shoppers are increasing their NOPC product purchases
                                                                  • Health is the biggest purchase driver for NOPC products
                                                                    • A small portion of shoppers are willing to sacrifice pricing and performance to get natural ingredients
                                                                    • Personal Care Product Purchases

                                                                      • The majority of personal care shoppers include NOPC brands in their repertoire
                                                                        • Figure 18: Types of personal care product purchases, July 2020
                                                                        • Figure 19: Types of personal care product purchases, by age, July 2020
                                                                      • Canadians are purchasing a wide range of personal care products
                                                                        • Figure 20: Natural and organic personal care product purchases, by users of each format, July 2020
                                                                        • Figure 21: Personal care product repertoire, July 2020
                                                                        • Figure 22: Personal care product repertoire averages, by age, July 2020
                                                                    • Importance of Having Natural or Organic Personal Care Products

                                                                      • Personal care shoppers are divided over the importance of natural ingredients
                                                                        • Figure 23: Importance of having natural or organic personal care products, July 2020
                                                                        • Figure 24: Importance of having natural or organic personal care products, by gender and age, July 2020
                                                                        • Figure 25: Importance of having natural or organic personal care products, parents vs non-parents, July 2020
                                                                        • Figure 26: Importance of having natural or organic personal care products, South Asians vs overall, July 2020
                                                                    • Importance of Ingredients

                                                                      • Canadians are paying attention to product formulations
                                                                        • Figure 27: Frequency of checking personal care product labels prior to purchase, July 2020
                                                                        • Figure 28: Frequency of checking personal care product labels prior to purchase, 18-44s vs over-45s, July 2020
                                                                      • BIPOC shoppers review ingredients for functionality
                                                                        • Figure 29: Mielle Organics Instagram post, October 2020
                                                                        • Figure 30: Shea Moisture Canada Instagram post, March 2020
                                                                      • NOPC shoppers are very interested in ingredient labels
                                                                        • Figure 31: Those who always check personal care product labels prior to purchase, by NOPC purchase rates, July 2020
                                                                    • Change in Natural or Organic Purchase Behaviour

                                                                      • Natural shoppers are increasing their NOPC product purchases
                                                                        • Figure 32: Change in natural or organic personal care product purchase rates, July 2020
                                                                        • Figure 33: Change in natural or organic personal care product purchase rates, by age, July 2020
                                                                        • Figure 34: Thirsty Naturals Instagram post, October 2019
                                                                    • Natural and Organic Personal Care Purchase Drivers

                                                                      • Health is the biggest purchase driver for NOPC products
                                                                        • Figure 35: Natural or organic purchase drivers, July 2020
                                                                        • Figure 36: Laurel Skin Instagram post, September 2020
                                                                        • Figure 37: Take it up to 100 with Patrick Mahomes & Troy Polamalu | Head & Shoulders, September 2020
                                                                        • Figure 38: Natural or organic purchase drivers, men vs women, July 2020
                                                                        • Figure 39: Natural or organic purchase drivers, 18-44s vs over-45s, July 2020
                                                                        • Figure 40: Natural or organic purchase drivers (select), South Asian Canadians vs overall, July 2020
                                                                        • Figure 41: Natural or organic purchase drivers (select), parents vs non-parents, July 2020
                                                                        • Figure 42: Natural or organic purchase drivers, buyers of 1-3 natural product formats vs buyers of 7+ natural product formats, July 2020
                                                                    • Natural and Organic Product Attitudes

                                                                      • Personal and environmental safety are key features of NOPC brands
                                                                        • Figure 43: Attitude statements (% agree), July 2020
                                                                        • Figure 44: Thinksport Instagram post, February 2020
                                                                        • Figure 45: Attitude statements (% agree), exclusive natural vs exclusive mainstream personal care shoppers, July 2020
                                                                      • Most Canadians are unwilling to pay a premium for natural brands
                                                                        • Figure 46: ‘Natural or organic personal care products are worth paying more for’ (% agree), by age, July 2020
                                                                      • Some shoppers are committed enough to natural brands to sacrifice performance
                                                                        • Figure 47: ‘I am willing to sacrifice some effectiveness if it means a personal care product is more natural’ (% agree), by age, July 2020
                                                                    • Interest in Format Variations

                                                                      • Canadians are willing to consider a variety of formats
                                                                        • Figure 48: Interest in formats, July 2020
                                                                        • Figure 49: Trial of select formats, by age, July 2020
                                                                        • Figure 50: Prior use of formats, heavy NOPC buyers vs heavy personal care buyers, July 2020
                                                                      • Recycled packaging is widely accepted
                                                                        • Figure 51: UpCircle Beauty Instagram post, September 2020
                                                                        • Figure 52: The Body Shop Carrot Cream Nature Rich Daily Moisturiser (Canada), September 2019
                                                                      • Package-free options will need to address hygiene concerns during the pandemic
                                                                        • Younger shoppers already have considerable experience with solid products
                                                                          • Figure 53: Ethique: What if you had to go where your rubbish went?, October 2018
                                                                          • Figure 54: Ethique Concentrates – Rethink refillables with Ethique’s new concentrate range (extended), October 2020
                                                                        • Water-free products have considerable room to grow
                                                                          • Figure 55: Rejection of select formats, 18-24s vs over-65s, July 2020
                                                                          • Figure 56: Cooluli_USA Instagram post, October 2020
                                                                        • Refillables will need to be convenient for wider uptake
                                                                          • Brands using essential oils can benefit from the wellness movement
                                                                          • Appendix – Data Sources and Abbreviations

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

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