2022
9
UK Natural and Organic Toiletries Market Report 2022
2022-08-27T04:05:14+01:00
OX1103151
2195
155149
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Report
en_GB
“While value sales of organic health and beauty products have continued to rise, inflation and the growing importance of sustainability could threaten demand for natural/organic BPC going forward. As price…

UK Natural and Organic Toiletries Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Natural and Organic Toiletries Market Report identifies consumers’ attitudes towards natural and organic personal care products, retail channels used to purchase natural and organic BPC products and the impact of the cost of living on the natural and organic personal care market. This report covers the UK organic personal care market size, market forecast, market segmentation and UK natural and organic personal care market trends.

 

UK Natural and Organic Personal Care Market – Current Landscape

Due to the cost of living crisis, price sensitivities in the natural and organic personal care market are expected to heighten, seeing a more selective approach when purchasing grooming products. This means that budget-focused NPD and mass-market products will need to provide quality as well as value to ensure they attract a wider audience. Meanwhile, more premium brands in the organic and natural BPC market will need to justify their price points accordingly.

 

UK Natural BPC Market – Key Industry Trends

A threat to the organic and natural BPC market is unclear identification, both on-pack and in-store, which will subdue sales as discovery can be challenging, and consumers are looking for shortcuts to aid their decision making when buying skincare products.

The rising cost of living will drive cautious spending behaviours in the organic and natural BPC market. They will seek brands that are transparent about ingredients. To boost consumer spending, brands will need to innovate to produce products supported by scientific claims, have sustainable packaging and ingredients, and have a wellbeing focus.

  • 15% of UK consumer purchase organic/natural shampoo and conditioners.
  • 40% of adults who buy natural/organic BPC products do so as they believe they are gentler on the skin/hair.
  • 40% of adults would be interested in buying refillable natural/organic BPC products.
  • 73% of UK consumers agree that brands should be more transparent about how organic/natural products are made.

 

UK Natural and Organic Personal Care Market – Future Trends

The growing demand for sustainability in the BPC market means that development in biotech innovation could push the organic and natural BPC market into becoming first-choice options for BPC consumers. Technologies like blockchain and AI will improve brand authenticity, further ingredient education and help consumers locate the right natural and organic BPC products for their needs.

To discover more about the UK Natural and Organic Toiletries Market Report 2022, read our UK Skincare Ingredients and Format Trends Market Report 2021or take a look at our extensive Beauty and Personal Care Market Research.

 

Quickly Understand

  • The impact of cost-of-living crisis on the natural and organic personal care market.
  • Retail channels used to purchase natural and organic BPC products.
  • Innovation in the natural and organic personal care market.
  • Reasons for purchasing and interest in innovation in the natural BPC market.
  • Consumer understanding of natural and organic definition in BPC.
  • How ingredient concerns will impact the natural BPC market.
  • Explores natural BPC market share and organic personal care market size.

 

Covered in this Report

Brands: Simple, The Body Shop, Herbal Essences, Clairol Natural Instincts, Aveeno, Dove, WaterWipes, Natracare, Cantu, Baby Dove, Mooncup, Aveeno Baby, Nivea (Nivea Men), Urang, Inika, Youth to the People, Clarins, Estée Lauder, L’Occitane, Cosm’Etika, Mádara Cosmetics, Kjaer Weis, Neal’s Yard Remedies, NakedCo., Gisou, Christophe Robin, Khadi Natural Cosmetics, Sana Jardin, Edeniste, Aurelia, Kopari, Elsa’s Organic Skin Food, Neom Organics, Agent Nateur, Scientia, Glow Recipe, Saie, The Beuaty Crop, Pai.
Products:
Colour cosmetics, deodorants and body sprays, fragrances, haircare, shaving and depilatories, skincare, soap, bath and shower products, babies and children’s personal care products

Expert Analysis from a BPC Specialist

This report, written by Shiyan Zering, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current trends in the UK natural and organic BPC market and add expert context to the numbers.

While value sales of organic health and beauty products have continued to rise, inflation and the growing importance of sustainability could threaten demand for natural/organic BPC going forward. As price sensitivities grow, value-focussed NPD can dissuade consumers from moving away from natural/organic BPC. Meanwhile, science will play an integral role to build trust in the sustainability of natural/organic BPC products, as well as the efficacy of these products.”

Shiyan Zering
BPC & OTC Research Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Market context
          • Products covered in this Report
          • Executive Summary

              • The five-year outlook for natural and organic toiletries
                • Figure 1: Category outlook for natural and organic BPC, 2022-27
              • The market
                • Sales of organic health and beauty products continue to rise
                  • Figure 2: UK sales of organic and natural health and beauty products, 2011-21
                • Selective consumer spending could hit sector
                  • Figure 3: discretionary spending, 2022
                • Companies and brands
                  • Clearer claims for all-natural and organic products needed
                    • Figure 4: New product launches in the UK BPC category, by select natural and organic claims, 2019-22
                  • The consumer
                    • More availability and affordability will improve categories
                      • Figure 5: Types of BPC products typically purchased, by category, 2022
                    • Lower-income households drive in-store purchasing
                      • Figure 6: Channels used to purchase natural and organic BPC products, 2022
                    • Gentler ingredients drive demand for natural and organic BPC
                      • Figure 7: Reasons for buying natural and organic BPC products, 2022
                    • Better ingredient education is integral
                      • Figure 8: Interest in natural and organic BPC innovations, 2022
                    • Brand transparency concerns impacts consumer choices
                      • Figure 9: Attitudes toward natural and organic BPC Products, 2022
                  • Issues and Insights

                    • Offset inflation concerns by highlighting value and accessibility
                      • Ingredient education could help the sustainability movement progress
                        • Respond to consumer demand for science-backed claims
                        • Market Drivers

                          • Inflation is the key concern for consumers and brands…
                            • … and will weigh down the post-COVID recovery
                              • Consumer spending power will be curbed
                                • The conflict in Ukraine is hurting the UK economy in a number of ways
                                  • Soil Association reports consistent growth
                                    • Figure 10: UK sales of organic health and beauty products, 2011-21
                                  • Consumers are selectively spending
                                    • Figure 11: discretionary spending, 2022
                                  • Streamlined ingredients can drive brand loyalty
                                    • Figure 12: Top ranking of brands in the BPC sector, by agreement with “Natural”, 2019-21
                                  • Consumers are researching product naturalness
                                    • Figure 13: Reasons for researching ingredients in facial skincare products, 2022
                                  • Sustainability is a big purchase factor in natural and organic BPC
                                    • Figure 14: Attitudes towards sustainability in BPC, 2021
                                  • Natural brands have an opportunity to engage older consumers
                                    • Figure 15: Trends in the age structure of the UK population, 2016-26
                                • Launch Activity and Innovation

                                  • Botanical/herbal claims are the largest portion of NPD
                                    • Figure 16: New product launches in the UK BPC category, by select natural and organic claims, 2019-22
                                  • Prickly pear cactus oil is a trending ingredient
                                    • Figure 17: Examples of all-natural and/or organic launches formulated with cactus and/or prickly pear seed oil ingredients, 2022
                                  • Major brands lead NPD
                                    • Figure 18: New product launches carrying all-natural and/or organic claims in the UK BPC category, by top 10 ultimate companies, 2021
                                  • Clarins promote themselves as powered by plants
                                    • Figure 19: Examples of Clarins launches carrying organic claims, 2021-22
                                  • Skincare continuously leads natural/organic innovation
                                    • Figure 20: New product launches carrying all-natural and/or organic claims in the UK BPC, by category, 2020-22
                                  • Biggest dip in shaving & depilatories NPD
                                    • Figure 21: Proportion of new product launches carrying all natural and/or organic claims in the UK BPC category, by sub-category, 2019-22
                                  • Colour cosmetics sector expanding
                                    • Figure 22: Examples of NakedCo. launches carrying all-natural claims, 2022
                                  • Haircare has room for improvement
                                    • Figure 23: Examples of scalp treatment launches carrying all-natural and/or organic claims, 2022
                                  • Fragrance limited NPD
                                    • Figure 24: Examples of fragrance launches carrying all-natural and/or organic claims, 2022
                                  • Deodorants innovations
                                      • Figure 25: Examples of deodorant launches carrying all-natural and/or organic claims, 2021-22
                                    • Ethical/sustainable concerns are on the rise
                                      • Figure 26: New product launches carrying all-natural and/or organic claims in the UK BPC category, by top 10 claims in 2021, 2020-22
                                      • Figure 27: Example of a refillable Neom organics launch carrying all natural and/or organic claims, 2022
                                    • Top growth in beauty-enhancing categories
                                      • Figure 28: Examples of moisturising/hydrating skincare launches carrying all natural and/or organic claims, 2021
                                      • Figure 29: Examples of brightening/illuminating colour cosmetics launches carrying all natural and/or organic claims, 2022
                                  • Types of BPC Products Purchased

                                    • Most consumers are still choosing regular products
                                      • Figure 30: Types of BPC products typically purchased, 2022
                                    • Increased spend amongst existing users
                                      • Shampoos/conditioners gain popularity
                                        • Figure 31: Net purchase of natural/organic BPC products, by category, 2020-22
                                      • Facial skincare users stay loyal
                                        • Emphasise product benefits for lower purchase categories
                                          • Figure 32: Type of BPC products typically purchased, by category, 2022
                                      • The Natural and Organic BPC Consumer

                                        • Opportunity to target men persists
                                            • Figure 33: Types of BPC products typically purchased, by gender, 2022
                                          • Social media and innovative marketing boosts engagement amongst young consumers
                                              • Figure 34: Types of BPC products typically purchased, by age, 2022
                                            • Dupes will appeal to value-conscious consumers
                                                • Figure 35: type of BPC products typically purchased, by household income, 2022
                                              • Penetration highest in baby care
                                                  • Figure 36: Type of BPC products purchased, by parental status, 2022
                                              • Defining Natural and Organic in BPC

                                                • Educate consumers on ‘natural’ definition
                                                  • Figure 37: Defining natural BPC, 2022
                                                • Biotech and lab-grown ingredients need de-stigmatisation
                                                    • Figure 38: Examples of new product launches with all-natural/organic claims containing bio-tech ingredients, 2022
                                                  • Organic ingredient definition has little room for shift
                                                    • Figure 39: defining organic BPC, 2022
                                                • Channels Used to Purchase Natural and Organic BPC Products

                                                  • Online purchasing is on the rise
                                                    • Figure 40: Channels used to purchase natural and organic BPC products, 2022
                                                  • In-store experience is still a main source of purchase
                                                    • Young consumers are driving the online shift 
                                                      • Figure 41: Channels used to purchase natural and organic BPC products, by age, 2022
                                                  • Reasons for Buying Natural and Organic BPC Products

                                                    • Gentler products and skin sensitivities are a focus
                                                      • Figure 42: Reasons for buying natural and organic BPC products, 2022
                                                    • Natural ingredients are believed to be better for environment
                                                      • Young consumers are cautious about their future health
                                                        • Figure 43: Reasons for buying natural and organic BPC products, by age, April 2022
                                                      • Create a familial experience for parents
                                                        • Figure 44: Examples of My Little Coco Baby Mama launches carrying organic, sensitive skin and maternal claims, 2022
                                                    • Interest in Natural and Organic BPC Innovations

                                                      • Utilise playful education to engage consumers
                                                        • Figure 45: Interest in natural and organic BPC innovations, 2022
                                                      • Refillable beauty is a top convenience interest
                                                        • Figure 46: Interest in natural and organic BPC innovations, by age, 2022
                                                        • Figure 47: Examples of new product launches carrying all-natural/organic, environmentally friendly packaging, and refill/refillable claims 2021-22
                                                      • Upcycled ingredients could be the answer
                                                          • Figure 48: Examples of new all natural and/or organic BPC product launches carrying upcycled blueberry claims, 2021-22
                                                        • Locally-sourced ingredients could better the economy
                                                          • Natural fragrances are in demand
                                                          • Attitudes toward Natural and Organic BPC Products

                                                            • Use blockchain services to improve brand transparency
                                                              • Figure 49: Attitudes toward natural and organic BPC Products, 2022
                                                              • Figure 50: Cult Beauty and Provenance, 2022
                                                            • Sustainability is on natural and organic consumers’ minds
                                                              • Figure 51: Clarins Domaine Clarins virtual tour, 2022
                                                            • Science-backed innovations will comfort consumers
                                                              • Figure 52: New product launches carrying all-natural and/or organic claims in the UK BPC, by select claims, 2020-22
                                                            • Women are looking towards natural and organics to enrich their wellbeing
                                                              • Figure 53: Attitudes toward natural and organic BPC Products, by gender, 2022
                                                              • Figure 54: Weleda Aroma showers bathing rituals product page, 2022
                                                            • Identifying natural and organic products in retail space needs to be improved
                                                              • Figure 55: Attitudes toward natural and organic BPC products, by types of products purchased, 2022
                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                              • Abbreviations
                                                                • Consumer research methodology

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