Natural and Organic Personal Care Products in the U.S.

Table of Contents

Chapter 1 Executive Summary

• Introduction
  • Market Definition
  • “Natural” vs. “Organic”
  • Formulation and Positioning Both Determine Brand Inclusion
  • Other Terms Clarified
  • Cosmeceutical
  • Direct
  • Ethnic
  • HBC
  • Hydrosol
  • Market/Category/Segment
  • Mass Retail Channel
  • Prestige
  • SKU
  • Specialty
  • Supermarket
  • Methodology
• The Products
  • Four Categories: Skincare, Haircare, Oral Care, Color Cosmetics
  • Skincare
  • Haircare
  • Oral Care
  • Color Cosmetics
  • Typical Ingredients
  • Cosmeceutical Functions: Health = Beauty
  • Four Controversial Ingredients
  • Fluoride
  • Parabens
  • Propylene Glycol
  • SLFs
• Regulation
  • Still No Standards in Effect for Natural/Organic Personal Care
  • ...But a Draft of Standards Is Due from NSF International
  • The Bits of Regulation That Remain in Force
• Market Size and Growth
  • Natural/Organic Personal Care Rockets to $6 Billion in 2006
  • Table 1-1 U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2002-2006* (Dollars in Millions)
  • Societal, Retail-level and Green Developments Powered Growth
  • Category Size and Growth
  • Natural Skincare in Double-Digit Glide to $3.6 Billion
  • Natural Haircare Charges to $1.3 Billion
  • Natural Oral Care Races to $821 Million
  • Natural Color Cosmetics Blooms to $341 Million
  • Including Aveeno and Neutrogena Expands Market to Nearly $7 Billion
  • Table 1-5 U.S. Retail Dolar Sales of Johnson & Johnson' s Aveeno and Neutrogena Brands Through Mass-Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Category, 2002-2006 (Dollars in Millions)
  • Context: Relation to U.S. Natural/Organic Food Market
• Market Share
  • Natural/Organic vs. Overall HBC Sales
  • Organic Formulations Account for Just 6% of Natural/Organic HBC
  • Natural Skincare Category Holds Commanding Share of Sales
  • Table 1-2 Share of U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2002-2006
  • Retail Channel Sales Shifts Gain Momentum
  • Natural Food/HBC Channel Still Rules Market, But…
  • Mass Builds Share Very, Very Gradually
  • …While Direct Takes Off
  • Table 1-3 Share of U.S. Retail Dollar Sales of All Natural Personal Care Products, by Retail Channel, 2006 (Dollars in Millions)
  • Natural HBC' s Presence in Mass Still Tiny
  • Table 1-4 Natural Personal Care Products' Share of U.S. Mass-Channel* Retail Dollar Sales of All Personal Care Products (Natural and Non-Natural), by Category, 2002-2006(Dollars in Thousands)
• Factors in Future Growth
  • All Population Sectors Take Interest in Natural HBC
  • Boomers Taught Us to Care
  • Gen X Preaches Natural/Organic to Its Grandkids
  • Gen Y (Millennials) Harder to Hook Up
  • Kids Under 7 Especially Targetable Now
  • Table 1-6 Projected U.S. Population, by Age Bracket, 2006-2020*(In Thousands)
  • Natural Channel Infrastructure More Solid Than Ever
  • Tempering a Purist Approach with Non-natural Purchases
  • Growth Outside of Traditional Natural Channel
  • The Big Blur: Natural, Mass HBC to Increase Overlap-At Snail' s Pace!
  • Natural HBC Extending Into Prestige Realm
  • Direct Sneaks Up On Everybody
  • Fear of Cancer
  • Natural/Organic' s Relation to the Green Movement, Sustainability, Fair Trade, Animal-free Testing…
  • Connecting the Dots for the Consumer
• Projected Market Sales
  • Natural/Organic HBC, the Raging Bull, to Hit $10 Billion in 2012
  • Natural Skincare Seen in Leap to $5.6 Billion
  • Natural Haircare to Blow Past $2 Billion Mark
  • Natural Oral Care Wave to Hit $1.6 Billion
  • Natural Makeup to Rush Toward $700 Million Mark
  • Table 1-7 Projected U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2004-2010 (Dollars in Millions)
  • A Rosier Outlook Than Anticipated
• The Competitive Situation
  • L' Oreal and Estée Lauder Are Top Natural HBC Marketers
  • Hain Celestial and Burt' s Bees Are Leading Natural Specialists
  • Table 1-8 Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through All Outlets, by Top 30 Marketers, 2006(Dollars in Millions)
• Product Trends
  • Natural Skincare
  • Pomegranate and Other Food Ingredients Popular
  • Prestige-Appropriate Price Tags
  • Natural Haircare
  • Botanicals Forever
  • Reformulations of Mainstream Brands
  • Probiotics for the Hair
  • Natural Oral Care
  • Ongoing Use of Botanicals in Natural Oral Care Products
  • Whitening Functions
  • Both Fluoride and Non-fluoride Products
  • Natural Color Cosmetics
  • Exotic Ingredients and Cosmeceutical Value
  • Balms Become Glosses Become Lipsticks
  • Shimmers
  • Promo/Seasonal Makeup Lines
• Consumer Advertising
  • Natural Personal Care Marketers Spend Nearly $13 Million in 2006
  • Skincare Category Accounts for Over Half of Expenditure
  • Magazines the Preferred Medium
  • Five Million-Dollar Advertisers
  • Retail Dynamics Mandate New Positionings
• Distribution and Retail
  • Most Natural HBC Moves Through Distributors
  • Still at Least 25,000 Stores in Natural Food/HBC Channel
  • Fine-targeting Coupons to Individual Consumers
• The Eco-Shopper Consumer
  • One in Four Adults Is an Eco-Shopper
  • Women, Seniors, Low Incomes Mark Pool of Eco-Shoppers
  • Table 1-9 Demographic Characteristics of the Packaged Facts/Simmons Eco-Shopper,* 2006 (Adults in Thousands)

Chapter 2 Trends and Opportunities

• Trends and Opportunities
  • Even More Optimism for Natural HBC Than in Previous Editions
  • We Now Know: All Ages, Incomes Targetable
  • The Big Blur
  • Big Blur I: Natural HBC' s Crossover to Mass Still a Micro Movement
  • Big Blur II: Natural HBC Marketers Retool
  • Be Sure That Your Natural HBC Works on Humans…
  • Connecting “Natural/Organic” to “Green” or “Fair Trade”
  • To Get Beyond Natural Channel, Advertise and Promote to Consumers
  • Nail the Sometime Splurgers and the Product Evaluators
  • License, License, License; Endorse, Endorse, Endorse
  • Imagine: All-Natural Prada Toothpaste
  • For Kids' Sake, License!
  • Regulate to End Confusion

Chapter 3 Natural Skincare Products

• The Products
  • Healthy Skin Is Beautiful Skin
  • Natural Skincare Category Has Six Segments
  • Face and Body
  • Deodorants
  • Soaps
  • Bath Products
  • Shaving Products
  • Fragrances
  • Skincare Needs of Ethnic Groups
  • Skincare for Teens/Tweens/Babies
  • Products Universally Positioned on Conditions/Concerns
• Category Size and Growth
  • Natural Skincare in Double-Digit Glide to $3.6 Billion in 2002-2006
  • Table 3-1 U.S. Retail Dollar Sales of Natural Skincare Products, 2002-2006 ($ in Millions)*
  • Natural Food/HBC Channel Still Dominates
  • Natural Skincare' s Potential in Mass Is far From Realized
  • Table 3-2 Natural Skincare Products' Share of U.S. Mass-Channel* Retail Dollar Sales of All Skincare Products (Natural and Non-Natural), by Segment, 2002-2006 (Dollars in Thousands)
  • The Perspective with Sales of J & J Brands Restored
• Factors in Future Growth
  • Growth Shaped by Same Factors as in Overall Natural HBC Market
  • Aging Boomers-and Fresh-Faced Teens-Fight Wrinkles
  • Natural Skincare Influenced by Prestige Channel
  • Stress Relief Positioning
  • What If the Majors Get Involved More Heavily?
• Projected Sales
  • Natural Skincare Seen in Leap to $5.6 Billion by 2012
  • Table 3-3 Projected U.S. Retail Dollar Sales of Natural Skincare Products, 2006-2012 (Dollars in Millions)
• The Marketers
  • Among 1,000 Natural Skincare Marketers, 100 Notables
  • Most Players Are Privately Held Specialists
  • A Few Operate Only Outside of Natural Food/HBC Channel
  • Table of Marketers and Brands
  • Table 3-4 Leading Marketers of Natural Skincare Products, and Their Representative Brands
• Natural Skincare Product Trends
  • Wave of 800 New Natural Skincare SKUs in 2006
  • Table 3-5 Numbers of New Natural or Organic Skincare Products, by Product Type, 2002-2006
  • Pomegranate and Other Food Ingredients Popular
  • Prestige-Appropriate Price Tags
  • Table 3-6 Selected New Introductions of Natural or Organic Skincare Products, 2006-2007
• Consumer Advertising and Promotions
  • Natural Skincare Advertisers Spend Over $7 Million in 2006
  • Magazines Used Almost Exclusively
  • Murad Leads Three Million-Dollar Spenders
  • Consumer Advertising Positioning
  • Power of the Skincare Beauty Shot
  • Tranquility and Balance
  • Anti-Aging Properties
  • The Advertorial/Infomercial Approach
  • It Works!
  • “Honor Your Body with Consciousness”
  • Consumer Promotions
  • Natural Skincare Promos Befit Higher Price Tiers
  • An In-Pack Sample
  • Tie-ins with Charities
  • At Sundance, Gift Baskets for Celebs

Chapter 4 Natural Haircare Products

• The Products
  • Same Four Product Segments as Mainstream, But Different Emphases
  • Shampoos and Conditioners
  • Styling Products and Treatments
  • Haircare, Relaxers/Straightenders and All Other
  • Cosmeceutical Functions
• Category Size and Growth
  • Natural Haircare Charges to $1.3 Billion in 2006
  • Table 4-1 U.S. Retail Dollar Sales of Natural Haircare Products, 2002-2006 (Dollars in Millions)
  • Natural Food/HBC Channel Remains in Control
  • Natural Haircare Presence in Mass Still Miniscule
  • Table 4-2 Natural Haircare Products' Share of U.S. Mass-Channel* Retail Dollar Sales of All Haircare Products (Natural and Non-Natural), by Segment, 2002-2006 (Dollars in Thousands)
  • If J & J Brands Were Included...
• Factors in Future Growth
  • Some Factors the Same as in Overall Natural HBC Market
  • Healthy Hair = Beautiful Hair
  • You' ll Keep It, If You Treat It Nice
  • Young Adults Blame Hair Loss on Stress, Rough Treatment
  • Rise of Pop Prestige Enables Higher Haircare Prices in Mass
  • African Americans, Other Ethnic Groups Lean Toward
  • Gentler Haircare
  • Hispanics
  • African Americans
  • Asians
  • Table 4-3 Projection of U.S. African-American, Asian, and Hispanic Populations, by Gender, 2006-2020(In Thousands)
  • Teens, Tweens Still Mostly Ignored by Natural Haircare Players
  • Natural Haircolor Niche to Grow
• Projected Sales
  • Natural Haircare to Blow Past $2 Billion Mark in 2012
  • Table 4-4 Projected U.S. Retail Dollar Sales of Natural Haircare Products, 2006-2012 (Dollars in Millions)
• The Marketers
  • Hundreds of Natural Haircare Marketers, But Few Standouts
  • Mostly Small Specialists
  • Some Marketers Prefer Life Outside the Natural Channel
  • Table of Marketers and Brands
  • Table 4-5 Leading Marketers of Natural Haircare Products, and Their Representative Brands
• Natural Haircare Product Trends
  • Haircare Marketers on a New Product Roll
  • Table 4-6 Numbers of New Natural or Organic Haircare Products, by Product Type, 2002-2006
  • Botanicals Forever
  • Reformulations of Mainstream Brands
  • Probiotics for the Hair
  • Table 4-7 Selected New Introductions of Natural or Organic Haircare Products, 2006-2007
• Consumer Advertising and Promotions
  • Natural Haircare Advertisers Spend $3 Million in 2006
  • Magazines Preferred
  • Estée Lauder the Only Million-Dollar Advertiser
  • Few Other Natural Haircare Advertisers
  • Consumer Advertising Positioning
  • Beautiful Picture, Beautiful Product
  • Organic Haircare = Luxury
  • “Honor Your (Hair) with Consciousness”
  • Shampoo to Brighten Your Hair' s Color
  • Consumer Promotions
  • For Natural Haircare, Promos Other Than Coupons
  • “Become a Friend of the Family”
  • A Twofer
  • Free Gift with Purchase

Chapter 5 Natural Oral Care Products

• The Products
  • Natural Oral Care' s Four Product Segments
  • Tooth Cleaners and Whiteners
  • Mouthwash
  • Toothbrushes and Floss
  • All Other
  • Fluoride and Foaming Agents-Are They Safe?
• Category Size and Growth
  • Natural Oral Care Races to $821 Million in 2002-2006
  • Table 5-1 U.S. Retail Dollar Sales of Natural Oral Care Products, 2002-2006 (Dollars in Millions)
  • Natural Channel Accounts for Up to Three-Quarters of Retail
  • Mass Accounts for as Much as 10% of Category Dollars
  • Yet Natural Oral Care Is Barely Noticeable in Mass
  • Table 5-2 Natural Oral Care Products' Share of U.S. Mass-Channel* Retail Dollar Sales of All Oral Care Products (Natural and Non-Natural), by Segment, 2002-2006 (Dollars in Thousands)
• Factors in Future Growth
  • Overall Natural HBC Market Factors Mirrored in Oral Care
  • Middle-aged Population Occupied with Oral Health
  • Natural Oral Care an Answer to Mainstream' s “Innovation Fatigue”
  • “Natural” Becomes “Semi-Natural”
  • Believe It: Whiteners Won' t Be Drivers for Long
  • Natural Oral Care to Build Presence in Prestige
  • Kids' Natural Oral Care Cries Out for Licenses
• Projected Sales
  • Natural Oral Care Wave to Hit $1.6 Billion in 2012
  • Table 5-3 Projected U.S. Retail Dollar Sales of Natural Oral Care Products, 2006-2012 (Dollars in Millions)
• The Marketers
  • Hundreds of Natural Oral Care Players, But Few Notables
  • Most Players Are Natural HBC Specialists, Not Drug Companies
  • Table of Marketers and Brands
  • Table 5-4 Leading Marketers of Natural Oral Care Products, and Their Representative Brands
• Natural Oral Care Product Trends
  • Ongoing Use of Botanicals in Natural Oral Care Products
  • Whitening Functions
  • Both Fluoride and Non-fluoride Products
  • Table 5-5 Selected New Introductions of Natural or Organic Oral Care Products, 2006-2007
• Consumer Advertising and Promotions
  • Almost No Natural Oral Care Media Buys in 2006
  • Tom' s of Maine a Minor Spender
  • Consumer Advertising Positioning
  • Health for Your Whole Mouth
  • Three TV Spots Address Ethical Issues
  • An Enviro-kind Toothbrush
  • Consumer Promotions
  • Couponing Still Rare in Natural Oral Care Category
  • Philanthropy
  • A Contest

Chapter 6 Natural Color Cosmetics Products

• The Products
  • As in Mainstream, Four Segments Are Face, Eye, Lip, Nail
  • Facial Makeup
  • Eye Makeup
  • Lip Color
  • Nail Polishs
• Category Size and Growth
• Natural Makeup Blooms to $341 Million in 2006
• Table 6-1 U.S. Retail Dollar Sales of Natural Color Cosmetics, 2002-2006 (Dollars in Millions)
• Natural Food/HBC Channel Still Commands Natural Makeup Category
• Mass Accounts for Just 1% or 2% of Natural Makeup Sales
• …While Natural' s Share of Makeup Sales in Mass Is Still Negligible
• Table 6-2 Natural Color Cosmetics' Share of U.S. Mass-Channel* Retail Dollar Sales of All Color Cosmetics (Natural and Non-Natural), by Segment, 2002-2006 (Dollars in Thousands)
• If Sales of J & J Brands Are Added Back In...

• Factors in Future Growth
• Some Factors the Same as in Overall Natural HBC Market
• Natural Makeup' s Efficacy: Does It Work?
• Shelving Still Problematic: Do They Have My Shade?
• Wellness Takes a Back Seat to Vanity
• “Lite” Green vs. “Bright” Green
• Serving Teen/Tween Needs Will Ensure Future Use
• Table 6-3 Projected U.S. Population of Girls Aged Infancy through 19, by Age Bracket, 2005-2010 (In Thousands)
• Projected Sales
• Natural Makeup to Rush Toward $700 Million Mark in 2012
• Table 6-4 Projected U.S. Retail Dollar Sales of Natural Color Cosmetics, 2006-2012 (Dollars in Millions)
• The Marketers
• Of 250 Natural Color Cosmetics Marketers, 40 Are Significant
• Virtually All Players Are Privately Held Specialists
• Table of Marketers and Brands
• Table 6-5 Leading Marketers of Natural Color Cosmetics, and Their Representative Brands
• Natural Color Cosmetics Product Trends
• Over 500 New Natural Makeup SKUs in 2006
• Table 6-6 Numbers of New Natural or Organic Color Cosmetics Products, by Product Type, 2002-2006
• Exotic Ingredients and Cosmeceutical Value
• Balms Become Glosses Become Lipstick
• Shimmers
• Promo/Seasonal Lines
• Table 6-7 Selected New Introductions of Natural or Organic Color Cosmetics, 2006-2007
• Consumer Advertising and Promotions
• Over $2 Million Spent to Advertise Natural Makeup in 2006
• MD Formulations/Bare Escentuals the Sole Spender

Chapter 7 The Competitive Situation

• A Brief Competitive Overview
• A Brief Competitive Overview
  • “Big Blur” Describes Both Retail Dynamics and Marketers' Crossover Strategies
  • Retail Dynamics Mandate New Positionings
  • Active in New Channels, Natural HBC Marketers Spruce Up Brand Images
  • Some Players Compromise Natural/Organic Formulation
  • Acquisition a Strategy From Within and Without
  • Marketer Shares and Competitve Profiles Sections
• Marketer Shares
  • Special Note on Share Data
  • L' Oreal, Estée Are Top Natural HBC Marketers in 2006
  • Hain Celestial and Burt' s Bees Are Leading Natural Specialists
  • Table 7-1 Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through All Outlets, by Top 30 Marketers, 2006 (Dollars in Millions)
• Competitive Profile: AEA Holdings/Burt' s Bees, Inc.
  • Sales Estimated at Up to $125 Million
  • Down-home Image, Cutting-edge Retail Stance
  • Burt' s Cuts Red Tape, Sets Own Natural/Organic Standards
  • “Seminars” Are Grassroots Promos
• Competitive Profile: Colgate-Palmolive Co./Tom' s of Maine, Inc.
  • Net Sales Jump Past $12 Billion Mark in 2006
  • Tom' s Has Been a Dual-channel Marketer Since 1983
  • Colgate Pares Down Tom' s Product Line
  • How Colgate Might Guide Tom' s in Future
  • Other Famous Colgate Brands
• Competitive Profile: The Estée Lauder Cos., Inc./ Aveda Corp.
  • Net Sales Approach $6.5 Billion in Fiscal 2006
  • Carpeting Prestige, Mass With Upscale Brands
  • Natural/Organic Aveda Focused on Haircare
  • Estée Lauder Acquiring Ojon
  • Aveda the Green Marketer/Retailer
• Competitive Profile: The Hain Celestial Group, Inc.
  • Net Sales of $739 Million in Fiscal 2006
  • Straddling Mass and Natural Channels Since 1959
  • Hain Celestial' s Personal Care Brand Roster Tripled in 2004-2007
  • Many Other Brands Are Household Words
• Competitive Profile: Now Health Group, Inc.
  • Annual Sales Estimated at $51 Million
  • After Six Decades of Expansion, Now Forays Into Personal Care
  • Fruitful Yield: Now' s Retail Involvement
• Competitive Profile: Weleda AG/Weleda, Inc.
  • Sales Estimated at $215 Million
  • Weleda: We Were New Age Before New Age Was Cool
  • Active in Skincare, Haircare, Oral Care
  • Marketing-wise, Weleda Strives to Reach the Millions
• Three Marketers to Watch
  • Three Small Marketers with Big Promise
  • Carol' s Daughter LLC
  • Korres Natural Products USA

Chapter 8 Distribution and Retail

• Distribution
  • Most Natural HBC Moves Through Distributors
  • Still at Least 25,000 Stores in Natural Food/HBC Channel
• At the Retail Level
  • Natural HBC Yields Great Margins
  • Assortments Outside Natural Channel Improving-Slowly
  • Golub' s Price Chopper Adds 1,000 Natural SKUs
  • Rewards Clubs
  • Fine-targeting Coupons to Individual Consumers
• Retail Focus: Delhaize Group/Hannaford Bros. Co.
• Delhaize Posts Record Net Sales of €19 Billion
• Hannaford Goes Natural/Organic in High-profile Way

• Retail Focus: Whole Foods Market, Inc.
• Sales Top $5.6 Billion in Fiscal 2006
• Whole Body HBC Department Is Wholly Natural/Organic
• Whole Foods' Fair Trade “Guarantee”
• Whole Foods Fights to Acquire Wild Oats

Chapter 9 The Consumer

• About Simmons Data
  • What They Are…
  • …And How to Use Them
  • The Survey' s Overall Adult Gauge
  • Marketing Regions Defined
  • Table 9-1 Projections of Numbers of U.S. Adults, by Demographic Factor, 2006(In Thousands)
• The Natural/Organic Products Shopper
  • One in Five Shoppers Encounter the “Organic, Green, Eco-Friendly”
  • Few Shoppers Go Straight to the Source for Product Info
  • More Time Spent Beautifying, But Most Think Value-HBC Is Fine
  • Burt' s Bees: All Women Want Regulation of “Natural” on Labels
  • Green Awareness Growing at Lightning Speed
  • Table 9-2 Top Ten Favorite Green Brands in The United States and The United Kingdom, 2007 (Adults)
  • The LOHAS Consumer
• The Consumer: Psychographics/Attitudes
  • Agreement with Statements on Health and Green Consciousness
  • Table 9-3 Numbers of U.S. Adults Strongly Agreeing With Ten Statements Concerning Health and Environmental Consciousness, 2006
  • Health/Green-mindedness Skews Female, Older, Lower Income
  • Table 9-4 Demographic Characteristics Favoring Strong Agreement With Ten Statements Concerning Health and Environmental Consciousness, 2006 (Adults in Thousands, in Recent 12 Months)
• The Eco-Shopper Consumer
  • One in Four Adults Is an Eco-Shopper
  • Women, Seniors, Low Incomes Mark Pool of Eco-Shoppers
  • Table 9-5 Demographic Characteristics of the Packaged Facts/Simmons Eco-Shopper,* 2006 (Adults in Thousands)
  • Eco-Shopper,* 2006 (Adults in Thousands)
• The Consumer: Natural Skincare Brand Use
  • Almost 4 Million Users of The Body Shop Skincare Products
  • Diverse Levels of Affluence Mark Use of The Body Shop Brand
  • Table 9-6 Demographic Characteristics Favoring Use of The Body Shop Brand of Skincare Products, 2006 (Adults in Thousands, in Recent 12 Months)
  • Over 1 Million Use Burt' s Bees Skincare Products
  • Burt' s Bees Data Feature Youth, Presence of Teen Kids, High Income
  • Table 9-7 Demographic Characteristics Favoring Use of the Burt' s Bees Brand of Skincare Products, 2006 (Adults in Thousands, in Recent 12 Months)
• The Consumer: Natural Haircare Brand Use
  • Over 3 Million Aveda Users
  • Table 9-8 Numbers of Users of Aveda Haircare Products, by Product Type, 2006 (Adults In Thousands; In Recent 12 Months)
  • Aveda' s Core Audience Young-ish, White-ish and Affluent
  • Table 9-9 Demographic Characteristics Favoring Use of the Aveda Brand of Haircare Products, 2006 (Adults in Thousands, in Recent 12 Months)
  • The Consumer: Natural Oral Care Brand Use
    • Tom' s of Maine Toothpaste User Base Approaches 3 Million
    • Tom' s Use Skews to Middle-agers, Whites and White-collar Workers
    • Table 9-10 Demographic Characteristics Favoring Use of the Tom' s of Maine Brand of Toothpaste, 2006 (Adults in Thousands, in Recent 12 Months)
• Consumer Focus: Patronage of Whole Foods and Trader Joe' s
  • Whole Foods Welcomes 7 Million Shoppers per Month
  • Trader Joe' s Packs in 11 Million per Month
  • Except for Age Factor, Two Chains Share Same Skews
  • Table 9-11 Demographic Characteristics Favoring Patronage of Whole Foods Market, Inc., Stores, and Trader Joe' s Stores, 2006 (Adults in Thousands, in Recent 4 Weeks)
  • Ethnic Patronage
  • Special Note: Two Retailer' s Data Combined in This Section
  • Hispanics, Blacks Lead Ethnic Shoppers at Whole Foods/Trader Joe' s
  • Table 9-12 Numbers of Patrons of Whole Foods Market/Trader Joe' s Stores (Retailer Data Combined), by Race and Hispanic Origin, 2006 (Adults in Thousands, in Recent 4 Weeks)
  • Data Point to Affluent Ethnic Whole Foods/Trader Joe' s Shopper
  • Table 9-13 Demographic Characteristics Favoring Patronage of Whole Foods Market/Trader Joe' s Stores (Retailer Data Combined), by Race and Hispanic Origin, 2006 (Adults in Thousands, in Recent 4 Weeks)

Appendix: Addresses of Selected Marketers