Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Expansion into FDM to drive future growth
- Skin care slows while other segments fly
- Certification is important to product differentiation
- Leading brands struggle to keep pace in fragmented market
- Retailers play a critical role in supply chain
- Women and Hispanic are core purchasers
- Older consumers are also likely targets
- Spending in facial skin care is highest
- Simple product claims many work better for mainstream
- Recession looms but natural/organic sales have yet to falter
- Market Size and Forecast
- Key points
- Natural/organic personal care maintains steady high growth
- FDM penetration will greatly boost sales reach
- Figure 1: Total sales of natural/organic personal care at natural grocery stores and FDM, 2005-09
- Figure 2: Total sales of natural/organic personal care at natural grocery stores and FDM at inflation adjusted prices, 2005-09
- Competitive Context
- Mainstream brands add natural ingredients to compete
- Certification needed to create point of differentiation
- Distribution is key competitive advantage
- Industry consolidation likely as demand increases
- Natural grocery stores to remain critical
- New launches
- Figure 3: Number of new "all natural" products launched, by
manufacturer, 2003-08
- Segment Performance
- Key points
- Sales growth in nearly all segments outpaces conventional personal care
- Growth of largest segment is the smallest
- Figure 4: Sales of natural/organic personal care at natural grocery
stores, by segment, 2005-09
- Figure 5: Sales of natural/organic personal care at natural grocery
stores, by segment, 2005 and 2007
- Segment Performance--Skin Care
- Skin care growth slows in 2007
- Figure 6: Graph: Sales of natural/organic skin care at natural grocery
stores, by subcategory, 2007
- Figure 7: Sales of natural/organic skin care at natural grocery stores,
2005-09
- Segment Performance--Soap and Bath Products
- Soap and bath segment driven by liquid soaps
- Figure 8: Graph: Sales of natural/organic soap and bath products at
natural grocery stores, by subcategory, 2007
- Figure 9: Sales of natural/organic soap and bath products at natural grocery stores, 2005-09
- Segment Performance--Hair Care
- Hair care is fastest growing segment
- Figure 10: Graph: Sales of natural/organic hair care at natural grocery
stores, by subcategory, 2007
- Figure 11: Sales of natural/organic hair care at natural grocery stores,
2005-09
- Segment Performance--Oral Care
- Oral care growth led by toothbrushes and breath fresheners
- Figure 12: Graph: Sales of natural/organic oral care at natural grocery
stores, by subcategory, 2007
- Figure 13: Sales of natural/organic oral care at natural grocery stores,
2005-09
- Segment Performance--Other
- "Other" segment driven by deodorants and body oils
- Figure 14: Graph: Sales of other natural/organic personal care at
natural grocery stores, by subcategory, 2007
- Figure 15: Sales of natural/organic deodorants at natural grocery stores, 2005-09
- Retail Channels
- Key points
- FDM sales contribution still ramping up
- Figure 16: U.S. sales* of selected natural/organic personal care brands
at natural grocery stores and FDM, 2007
- FDM still most common place to purchase "natural" personal care
- Figure 17: Place of purchase of natural/organic personal care products,
February 2008
- Mass merchandiser and drug store share likely to increase
- Mass retailers partnering to offer exclusive natural/organic brands
- Specialty stores and home shopping
- Figure 18: Natural/organic purchases in specialty stores and home
shopping channels, February 2008
- Market Drivers
- Personal care part of larger organic movement
- Baby Boomers are strong source of demand
- Figure 19: U.S. population and projections and usage of any kind of
facial skincare, by age, 2002-12
- Looming economic recession may cut consumer spending
- Figure 20: Reaction to rising gas prices, by gender, November 2007
- Leading Companies
- Market is increasingly competitive as leading companies struggle to keep
pace
- Figure 21: Brand sales of natural/organic personal care* at natural
grocery stores in the U.S., 2005 and 2007
- Hain Celestial
- Brand Share--Skin Care
- Brand gainers during 2005-07
- Brand losers
- Figure 22: Brand sales of natural/organic skin care at natural grocery
stores in the U.S., 2005 & 2007
- Brand Share--Soap and Bath Products
- Brand gainers
- Brand losers
- Figure 23: Brand sales of natural/organic soap and bath products at
natural grocery stores in the U.S., 2005 & 2007
- Brand Share--Hair Care
- Brand gainers
- Brand losers
- Figure 24: Brand sales of natural/organic hair care at natural grocery
stores in the U.S., 2005 & 2007
- Brand Share--Oral Care
- Brand gainers
- Brand losers
- Figure 25: Brand sales of natural/organic oral care at natural grocery
stores in the U.S., 2005 & 2007
- Brand Qualities
- Smaller brands more viable in less crowded categories
- Figure 26: Number of smaller natural/organic personal care brands and
their revenue share, 2005 and 2007
- Innovation and Innovators
- Figure 27: Relevant product claims launched, 2003-07
- New aromas in all categories
- Expanded product claims
- Products for baby
- New product innovations
- Burt' s Bees
- Premium lip care
- Advertising and Promotion
- Natural/organic brands grow despite negligible advertising
- Figure 28: Media advertising costs and sales at Hain Celestial, 2005-07
- Success of nascent brands hang on retailer level marketing
- Websites get the story out
- Usage
- Incidence of purchase
- Figure 29: Purchase of various categories of personal care, by gender,
February 2008
- Figure 30: Purchase of various categories of personal care, by age,
February 2008
- Volume of purchase
- Figure 31: Volume of natural/organic personal care purchase, by gender,
February 2008
- Figure 32: Volume of natural/organic personal care purchase, by age,
February 2008
- Amount spent on natural/organic personal care
- Figure 33: Amount spent on natural/organic personal care in past six
months, February 2008
- Figure 34: Amount spent on natural/organic personal care in past six
months, by age, February 2008
- Figure 35: Amount spent on natural/organic personal care in past six
months, by household income, February 2008
- Frequency of Use
- Types of facial skin care
- Figure 36: Frequency of use of facial skin care products, by gender,
February 2008
- Figure 37: Frequency of use of facial skin care products, by age,
February 2008
- Body skin care
- Figure 38: Frequency of use of body skin care products, by gender,
February 2008
- Figure 39: Frequency of use of body skin care products, by age, February
2008
- Brands
- Popularity of brands
- Figure 40: Popularity of personal care brands, February 2008
- Figure 41: Popularity of personal care brands, by gender, February 2008
- Figure 42: Popularity of personal care brands, by age, February 2008
- Figure 43: Popularity of personal care brands, by household income, February 2008
- Attitudes and Motivations
- Importance of specific natural/organic ingredients
- Figure 44: Lack of awareness of specific natural/organic ingredients,
February 2008
- Figure 45: Relative importance of specific natural/organic ingredients,
by gender, February 2008
- Figure 46: Relative importance of specific natural/organic ingredients,
by age, February 2008
- Race and Ethnicity
- Figure 47: Purchase of various categories of personal care, by
race/ethnicity, February 2008
- Figure 48: Volume of natural/organic personal care purchase, by
race/ethnicity, February 2008
- Figure 49: Amount spent on natural/organic personal care in past six
months, by race/ethnicity, February 2008
- Figure 50: Frequency of use of facial skin care products, by
race/ethnicity, February 2008
- Figure 51: Frequency of use of body skin care products, by
race/ethnicity, February 2008
- Figure 52: Popularity of personal care brands, by race/ethnicity,
February 2008
- Figure 53: Relative importance of specific natural/organic ingredients,
by race/ethnicity, February 2008
- Figure 54: Place of purchase of natural/organic hair care products, by
race/ethnicity, February 2008
- Figure 55: Natural/organic purchases in specialty stores and home
shopping channels, by race/ethnicity, February 2008
- Appendix: Other Useful Consumer Tables
- Figure 69: Purchase of various categories of personal care, by household
income, February 2008
- Figure 70: Frequency of natural/organic personal care purchase, by
household income, February 2008
- Figure 71: Frequency of use of facial skin care products, by household
income, February 2008
- Figure 72: Frequency of use of body skin care products, by household
income, February 2008
- Figure 73: Place of purchase of natural/organic hair care products, by
gender, February 2008
- Figure 74: Place of purchase of natural/organic hair care products, by
age, February 2008
- Figure 75: Place of purchase of natural/organic hair care products, by
household income, February 2008
- Figure 76: Natural/organic purchases in specialty stores and home
shopping channels, by gender, February 2008
- Figure 77: Natural/organic purchases in specialty stores and home
shopping channels, by age, February 2008
- Figure 78: Natural/organic purchases in specialty stores and home
shopping channels, by household income, February 2008
- Appendix: Trade Associations
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