Consumers and Sustainability: Personal Care

Table of Contents

Chapter 1: Methodology

• A Joint Publication of The Hartman Group and Packaged Facts
• The Hartman Group Quantitative and Qualitative Methods
• About The Hartman Group, Inc
• About Packaged Facts

Chapter 2: Sustainability & the American Consumer

• Establishing a Definition of Sustainability
  • Figure 2-1: What "Sustainability" Means to Consumers
• Sustainability Concerns and Purchasing Decisions
  • Figure 2-2: Frequency of Purchase Decisions Based on Sustainability Concerns
• A Consumer-based Model of Responsibility
  • Figure 2-3: The Four Zones of Sustainability
• Experiential Triggers
  • Figure 2-4: Triggers for Awareness
• Informational Triggers
  • Figure 2-5: Top Sources of Information on Sustainability
• The World of Sustainability: Core to Periphery
  • Figure 2-6: The World of Sustainability
• Motivations and Barriers to Purchase
  • Convenience
  • Price
  • Expert Opinion
  • Experience
  • Knowledge
  • Table 2-1: Motivations and Barriers for Sustainable Purchases

Chapter 3: Personal Care and the Sustainability Consumer

• The Personal Care Market and the Zones of Sustainability
• Personal Benefit Zone of Sustainability
• Environmental Zone of Sustainability
  • Recognizable Ingredients
  • Organic
  • Wild-Grown, Hand-Harvested
  • Chemical-Free
• Social Zone of Sustainability
  • Humane Treatment of Animals
• Motivations and Pathway(s) for Adoption
• Attributes of Sustainable Personal Care
• Natural is the Foremost Attribute of Sustainable Personal Care
• Hierarchy of Specific Attributes
  • Table 3-1: Chemicals Consumers Avoid in Sustainable Personal Care Products
• Relevant Personal Care Certification(s)
  • Cruelty Free
  • Organic
  • Other Certifications
• Personal Care Product Packaging
  • Table 3-2: Packaging Do' s and Don' ts for Sustainable Personal Care Products
• Purchase Criteria
  • Table 3-3: Purchase Criteria for Sustainable Personal Care Products
  • A Note about Sustainable Cosmetics
• Quantitative Findings on Sustainable Personal Care Purchasing
  • Table 3-4: General Personal Care Product Categories and Corresponding Sustainable Versions
  • Figure 3-1: Purchases of Personal Care Products (By Product Category: General Category vs. Sustainable Versions)
  • Figure 3-2: Current Market Reach of Sustainable Personal Care Products (By Product Category)
  • Figure 3-3: Current Market Reach and Immediate Growth Opportunity of Sustainable Personal Care Products (By Product Category)
  • Figure 3-4: Willingness to Pay a Premium (20% More) for Sustainable Personal Care Products (By Product Category)

Chapter 4: Summary and Key Insights

• Personal Health and Wellness Needs Are Key to Purchases
• Tenets for Package Communications

Chapter 5: Market Update

• Responses to Economic Downturn
• Sustainability Convictions Largely Unchanged by Recession
  • Table 5-1: Recent Trends in Sustainability Psychographics: Opinions
  • Table 5-2: Recent Trends in Sustainability Psychographics: Behaviors
• Consumers Remain Receptive to Natural HBC
  • Product Efficacy vs. Product Safety
  • Table 5-3: Percent Agreeing with Selected Psychographic Statements on Natural/Organic Health and Beauty Care Products, February 2009 (U.S. adults)
  • Only a Minority Are Inclined to Cut Back
  • Figure 5-1: Percent of Natural HBC Product Purchasers Who Anticipate Spending Less on HBC Products Within the Next Twelve Months, February 2009 (U.S. adults who purchase natural HBC products)
• Market Growth Remains an Upward Arc
  • Table 5-4: Projected U.S. Retail Dollar Sales of Natural Personal Care Products, 2008-2014 (dollars in millions)