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US Natural and Organic Personal Care Consumer market report

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 market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?


For the purposes of this Report, Mintel has used the following definitions of products which have natural ingredients, organic content, or are non-genetically modified organisms (non-GMO):

  • Haircare (includes shampoo, conditioner, hairstyling products, hair color)
  • Skincare (includes skincare products for the face and body such as soap, shower gel, body lotion, facial skincare, sun protection, deodorant)
  • Oral care (toothpaste and mouthwash)
  • Color 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

Expert analysis from a specialist in the field

Written by Jana Vyleta, a leading analyst in the Health and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Natural brands continue to experience growth, an affirmation of the importance placed on ingredient safety and the role natural and organic personal care (NOPC) products play in an overall wellness lifestyle. To expand consumer penetration of these products and advance sales growth, stakeholders should highlight NOPC products as part of a healthy lifestyle via unique cross-promotions, addressing ingredient safety concerns, while also exploring new methods of differentiation (eg unique formats or packaging). Jana Vyleta
Health and Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Select NOPC brands experience growth
            • Figure 1: MULO sales of select natural and organic personal care brands, rolling 52-weeks 2016 and 2017
          • The issues
            • Mainstream brands still have a place in personal care
              • Figure 2: Importance of NOPC (net), October 2017
            • The opportunities
              • Cross-promote NOPC brands to those practicing a wellness lifestyle
                • Figure 3: Select lifestyles of NOPC users, by personal care brand type purchased – Any personal care products (net), October 2017
              • Some express ingredient safety concerns, yet don’t use NOPC
                • Figure 4: Select attitudes toward ingredient safety, by personal care brand type purchased – Any personal care products (net), October 2017
              • Target High and Medium Engagers to grow sales
                • Figure 5: Share of consumer segments, October 2017
              • What it means
              • The Market – What You Need to Know

                • NOPC sales in MULO increase for 2016-17
                  • Opportunity to cross-promote NOPC products as part of healthy lifestyle
                    • NOPC comprised of three consumer segments
                      • Emerging legislation, growth among Hispanics and high consumer confidence impact market
                      • Market Snapshot

                        • Select NOPC brands grow 4% in MULO for 2016-17
                          • Many personal care segments expand via natural brands
                              • Figure 6: MULO sales of select natural and organic personal care brands, rolling 52-weeks 2016 and 2017
                          • Market Perspective: Lifestyles of NOPC Users

                              • NOPC users follow wellness lifestyle, opportunity to cross-promote
                                • Figure 7: Lifestyles of NOPC users, by personal care brand type purchased – Any personal care products (net), October 2017
                              • Generation dictates approach to wellness
                                • Figure 8: Select lifestyles of NOPC users, by generation, October 2017
                            • NOPC Segments

                              • Mintel classifies three consumer segments for NOPC
                                • High NOPC Engagers buy more and pay attention to ingredients
                                  • Medium NOPC Engagers show moderate enthusiasm
                                    • Low NOPC Engagers focused on function
                                      • Figure 9: Share of NOPC consumer segments, October 2017
                                  • Market Factors

                                    • Personal Care Product Safety Act could impact NOPC
                                      • Hispanic population growth bodes well for NOPC sales
                                        • Figure 10: Population by race and Hispanic origin, 2017-22
                                      • Consumer confidence brings opportunity for new customers
                                        • Figure 11: Consumer Sentiment Index, January 2007-September 2017
                                    • Key Players – What You Need to Know

                                      • Newer, smaller brands experience growth in MULO
                                        • Mass players embrace NOPC trends through brands, shelf space
                                          • Natural sub-brands struggle, official certifications not necessary
                                            • Direct-to-consumer, biotechnology methods will help provide much needed differentiation
                                            • Select MULO Sales of NOPC

                                              • Established brands lose out to newcomers touting newer, relevant claims
                                                • Brand performance tied to product segment performance
                                                  • Smaller NOPC brands exude quality, drive growth
                                                    • Figure 12: Select NOPC brand sales performance within MULO Channels, rolling 52-weeks 2016 and 2017
                                                • What’s In?

                                                  • Ingredient-forward, free-from brands see success
                                                    • Mass players leverage NOPC growth through new brands…
                                                      • …and more shelf space
                                                        • Figure 13: Walgreens in-aisle display, January 2017
                                                        • Figure 14: Target end cap and in-aisle display, October 2017
                                                      • New formats, packaging create a more engaging experience
                                                      • What’s Out?

                                                        • Natural sub-lines of mainstream brands continue to struggle
                                                          • Official certifications aren’t necessary to succeed in NOPC
                                                          • What’s Next?

                                                            • NOPC brands must evolve in order to stay differentiated
                                                              • Direct-to-consumer private brands offer convenient, low cost options
                                                                • Biotechnology, local production will ease environmental challenges
                                                                • The Consumer – What You Need to Know

                                                                  • Purchases of NOPC have gone mainstream
                                                                    • Importance of NOPC, purchase trends support industry growth
                                                                      • NOPC is appealing due to healthy, gentle, high quality perceptions
                                                                        • Ingredient safety concerns prompt new purchase patterns
                                                                          • Amazon held in high regard within NOPC
                                                                          • Brand Type Purchased

                                                                            • NOPC purchases are mainstream as consumers seek healthy options
                                                                              • Mainstream brands preferred for core hygiene segments
                                                                                • Figure 15: Brand type purchased, October 2017
                                                                              • Natural lifestyle, health concerns drives use in younger generations
                                                                                • Figure 16: Brand type purchased - Any personal care products (net), by generation, October 2017
                                                                              • Hispanics purchase more secondary personal care products
                                                                                • Figure 17: Brand type purchased - Any personal care products (net), by Hispanic origin, October 2017
                                                                            • Purchase Trends of NOPC

                                                                              • NOPC importance (or lack thereof) reflected in two “camps”
                                                                                • Demand surge highlights a growing industry
                                                                                  • Consumers pay attention to ingredients…sometimes
                                                                                    • Figure 18: Purchase trends, October 2017
                                                                                • Appealing Drivers

                                                                                  • Position NOPC products as healthy to further their appeal
                                                                                    • Gentle, high quality perceptions tied to ingredients, positioning
                                                                                      • Figure 19: Appealing drivers, October 2017
                                                                                    • Women appreciate gentleness, men find high quality appealing
                                                                                      • Figure 20: Select appealing drivers, by gender, October 2017
                                                                                    • Younger adults trust NOPC
                                                                                      • Figure 21: Select appealing drivers, by age, October 2017
                                                                                  • Attitudes toward Ingredient Safety

                                                                                    • Health concerns, lack of regulation drive NOPC use
                                                                                      • Safety concerns prompt new shopping behaviors
                                                                                        • Figure 22: Attitudes toward ingredient safety, by personal care brand purchase type – Any personal care products (net), October 2017
                                                                                      • Higher category engagement among women drives ingredient concerns
                                                                                        • Figure 23: Select attitudes toward ingredient safety, by gender, October 2017
                                                                                      • Harmful ingredient perceptions heightened among Hispanics
                                                                                        • Figure 24: Select attitudes toward ingredient safety, by Hispanic origin, October 2017
                                                                                    • Retailer Perceptions

                                                                                      • Amazon benefits from high penetration to capture wide appeal
                                                                                        • Retailer positioning aligns with consumer perceptions
                                                                                          • Figure 25: Retailers and NOPC, October 2017
                                                                                        • 18-34s positively perceive Target, Amazon
                                                                                          • Figure 26: Perceptions of Amazon and Target as NOPC retailers, by age, October 2017
                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                        • Data sources
                                                                                          • Sales data
                                                                                            • Consumer survey data
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                • Appendix – Key Players

                                                                                                    • Figure 27: MULO sales of select natural and organic personal care segments, rolling 52-weeks 2016 and 2017
                                                                                                • Appendix – Consumer

                                                                                                  • Methodology
                                                                                                      • Figure 28: TURF Analysis – Appealing drivers, October 2017