With 78% of Canadian consumers using natural or organic personal care products, these products are no longer niche. For the minority who have not yet tried natural/organic brands, perceived cost is the biggest barrier. However, many users recognize their value and are willing to pay extra for these benefits. Despite a tough economy, consumers prioritize natural ingredients, showcasing that even when times are tough, shoppers find a way to include their preferred ingredients.
There is an opportunity to grow the category by focusing on efficacy. Consumers see natural brands as safer and eco-friendly, but many doubt their performance. Emphasizing efficacy in messaging will reassure skeptical consumers that they don’t have to sacrifice results.
Lab-grown ingredients present both a major threat and opportunity for natural/organic brands. These innovations challenge traditional ideas of “natural,” as they can contest claims of health and environmental benefits usually associated with natural ingredients. Traditional natural brands will need to defend against these claims, especially since many lab-grown ingredients are designed for maximum efficacy. For brands embracing technology, these innovations offer enhanced performance and help secure natural ingredient supply chains against climate change.
This report looks at the following areas:
- Personal care product usage, including natural/organic product usage
- Natural and organic ingredient importance
- Change in natural/organic product usage
- Purchase factors and barriers for natural/organic personal care products
- Incentives to purchase natural/organic products
- Natural and organic personal care product attitudes
- Market factors affecting the personal care category
Natural and organic personal care products are commonplace in Canadian personal care routines since consumers value these ingredients for their safety and sustainability.
Meghan Ross, Senior Research Analyst – Home & Beauty
Market Definitions
For the purposes of this Report, Mintel has used the following definitions of products that have natural or organic ingredients:
- Haircare (includes shampoo, conditioner, hairstyling products and hair colour)
- Skincare (includes skincare products for the face and body such as soap, shower gel, body lotion, facial skincare, sun protection and deodorant)
- Oral care (toothpaste and mouthwash)
- Colour cosmetics (including facial, lip and eye)
- Shaving creams/gel.
The following categories are excluded from the scope of this Report:
- Fragrance
- Nail products
- Children’s and baby personal care products.
Mentions of a ‘past year’ timeframe refer to the 12-month period leading up to September 2024.
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Executive summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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Consumer Insights
- Consumer fast facts
- Personal care product usage
- Natural and organic personal care products are no longer niche
- Graph 1: traditional and natural/organic personal care products purchased (net), 2024
- Most are using a mix of natural/organic and traditional products
- Graph 2: mix of traditional and natural/organic personal care products purchased, 2024
- Natural ingredients are sought out for skincare products
- Graph 3: personal care products purchased, natural/organic vs traditional products, 2024
- Use of natural and organic products has become more common
- Graph 4: natural or organic personal care products purchased, 2020 vs 2024
- Repertoire sizes are similar for natural and traditional products
- Graph 5: personal care repertoire size, natural/organic vs traditional, 2024
- Men are more likely to use a mix of natural and traditional products
- Graph 6: mix of natural/organic and traditional personal care product purchases (net), men vs women, 2024
- Women's greater involvement in personal care is evident in their heightened purchase of natural products across various categories
- Graph 7: natural or organic personal care products purchased, men vs women, 2024
- Younger consumers are incorporating a mix of natural and traditional products into their repertoires
- Graph 8: mix of natural/organic and traditional personal care product purchases (net), by age, 2024
- Black and South Asian consumers are more likely to favour natural options
- Graph 9: mix of natural/organic and traditional personal care product purchases (net), by racial background, 2024
- Even shoppers with low budgets make room for natural/organic products
- Graph 10: those who use any natural/organic personal care products, by household income, 2024
- Younger children motivate natural/organic purchases
- Graph 11: those who use any natural/organic personal care products, by age of children, 2024
- Natural and organic ingredient importance
- The importance given to natural and organic ingredients has grown
- Graph 12: importance that personal care products are natural/organic, 2024 vs 2020
- Consumers are paying close attention to ingredient labels
- Graph 13: frequency of checking personal care product ingredient lists before making a purchase, 2024 vs 2020
- Non-users simply do not prioritize natural ingredients
- Graph 14: importance that personal care products are natural/organic, by age, natural users vs traditional product only users, 2024
- Graph 15: frequency of checking personal care product ingredient lists before making a purchase, natural product users vs those who only use traditional products, 2024
- The importance given to natural ingredients declines with age
- Graph 16: importance that personal care products are natural/organic, by age, 2024
- Nine in 10 young consumers check ingredient lists prior to making a purchase
- Graph 17: Frequency of checking personal care product ingredient lists before making a purchase, by age, 2024
- South Asian and Black consumers strongly value natural/organic ingredients
- Graph 18: importance that personal care products are natural/organic, by racial background, 2024
- Parents are paying closer attention to ingredients for young children
- Graph 19: frequency of checking personal care product ingredient lists before making a purchase, by child's age, 2024
- Change in natural and organic product usage
- Natural/organic personal care purchases are increasing over time
- Graph 20: change in frequency of natural/organic purchases since last year, 2024
- Increasingly, younger consumers are embracing natural brands
- Graph 21: change in frequency of natural/organic purchases since last year, by age, 2024
- Purchase frequency has increased significantly among South Asian and Black consumers
- Graph 22: change in frequency of natural/organic purchases since last year, by racial background, 2024
- Purchase factors
- Health is the primary driver for choosing natural and organic ingredients
- Graph 23: reasons for choosing natural/organic over traditional products, 2024
- Men and women have somewhat different priorities, though health is a consistent driver
- Graph 24: reasons for choosing natural/organic over traditional products, men vs women, 2024
- Natural and organic brands are aspirational to younger shoppers
- Graph 25: reasons for choosing natural/organic over traditional products, by age, 2024
- Financially secure consumers are indulging in natural product purchases
- Graph 26: reasons for choosing natural/organic over traditional products (select), by perceived financial status change since last year, 2024
- Purchase barriers
- Cost is a major barrier to natural/organic product purchases
- Graph 27: reasons for not purchasing natural or organic personal care products, 2024
- Familiarity is a stronger pull for men
- Graph 28: reasons for not purchasing natural or organic personal care products (select), men vs women, 2024
- Older consumers are less likely to deviate from their tried-and-true products
- Graph 29: 'I prefer to stick with products I know' cited as a reason for not purchasing natural or organic personal care products, by age, 2024
- Incentives to purchase natural and organic products
- Promotions help break down cost barriers and drive natural product purchases
- Graph 30: factors that encourage a natural/organic personal care product purchase over a traditional one, 2024
- Samples and promotions are most likely to capture non-user attention
- Graph 31: factors that encourage a natural/organic personal care product purchase over a traditional one, natural users vs exclusively traditional users, 2024
- Sustainable samples could attract new female buyers
- Graph 32: factors that encourage a natural/organic personal care product purchase over a traditional one (select), men vs women, 2024
- Online resources play a larger role in decisions for younger consumers
- Graph 33: factors that encourage a natural/organic personal care product purchase over a traditional one, by age, 2024
- BIPOC shoppers are looking for recommendations to support their natural BPC purchases
- Graph 34: recommendations that encourage a natural/organic personal care product purchase over a traditional one, by race, 2024
- Natural and organic personal care attitudes and behaviours
- Positive health associations boost perceptions of natural/organic brands
- Brands can build trust by establishing internal ingredient guidelines
- Government regulations may impact ingredient perceptions
- Efficacy concerns may limit natural/organic purchases
- Including efficacy results on package appeases performance concerns
- Using visuals to reinforce performance
- Boosted performance is tied to natural origins
- Consumers see natural brands as a sustainable option
- Linking ingredient choice to environmental contamination
- Sustainable packaging is an expectation for many
- Share sustainability wins with consumers
- Reducing waste with reuse options
- Tackling sustainability through multiple initiatives
- Package design reduces the need for preservatives
- Increased selection will force natural brands to showcase true differentiation
- Consumers recognize the value of natural and organic ingredients
- Perceptions of quality help support an increased willingness to spend among young consumers
- Graph 35: 'I am willing to pay more for organic or natural personal care products' (% any agree), by age, 2024
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Competitive strategies
- Launch activity and innovation
- Redefining 'natural'
- Lab-grown ingredients can challenge natural ones, but only with consumer education
- Consumers are confused about lab-grown ingredients
- Interest in lab-grown ingredients declines with age
- Graph 36: 'I am interested in using personal care products that use lab-grown ingredients' (% any agree), by age, 2024
- Combining science and nature
- Noble Panacea leans heavily on its science roots but with a sustainability focus
- Harnessing the power of nature in new ways
- Marketing and advertising
- Build trust with transparency
- Justifying ingredient choices for reassurance
- Traceable ingredients build accountability and trust
- Natural products align with a focus on wellbeing
- Incorporating personal care routines into wellness rituals
- Empowering consumers through life's stages with natural help
- Menopausal support with natural ingredients
- Natural ingredients parallel nutrition claims
- Leverage sustainability credibility to meet climate-related personal care demands
- Climate-driven products should include an actionable environmental benefit
- Climate-related needs are addressed with natural ingredients
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The Market
- Market context
- Economic relief is on the horizon
- Market drivers
- Inflation has returned to target rate
- Graph 37: Consumer Price Index, August 2021-August 2024
- Immigration trends will positively impact the natural and organic personal care market
- Graph 38: distribution of foreign-born population by region of birth, 1996-2036 (projected)
- Halal certifications hold appeal beyond Muslim shoppers
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Appendix
- Market definition
- Consumer research methodology
- Consumer qualitative research
- Generations
- Abbreviations and terms
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