Natural and Organic Personal Care Products in the U.S., 4th Edition : Market Research Report

Natural and Organic Personal Care Products in the U.S., 4th Edition

Published: Jul. 1, 2009 - 334 Pages

Chapter 1: Executive Summary: Scope of this Market; Geographic Coverage: U.S. and Overseas Markets; “Natural” Often Encompasses “Organic”; Here’s the First Organic HBC Labeling Standard!; U.S. Natural HBC Juggernaut Hits $6.6 Billion in 2008; More Americans Determined to Go Natural, Organic, Green; Recession Dampening Progress, Not Reversing It; U.S. Natural HBC a Raging Bull Charging to $11.7 Billion in 2014; Natural Food/HBC Channel Accounts for 76% of Sales; Natural HBC a Market Based on Extraordinary Faith; Global Natural HBC Market Hits $20.8 Billion in 2008; Global Natural HBC Sales Projected at $40 Billion in 2014; BRIC’s Huge Natural HBC Potential is for Real; Product Trends: Wealthy Western Countries Lead Natural Skincare Intros; Product Intros: United States Dominates Natural Haircare Intros, Too; Product Trends: New Natural Makeup SKUs at 175 Worldwide in May 2007-May 2009; U.S. Leads in Rollouts; Half of Those Surveyed Use Natural HBC; ...But Only a Third Say It’s Effective as General-Market HBC; Be Optimistic: Just 26% of Respondents Plan to Spend Less on Natural HBC; Believers in Natural HBC’s Safety Skew to Women, College Grads, Gen-Xers, Presence of Kids; Believers in Natural HBC’s Efficacy Skew to Women, College Grads, Presence of Kids
Chapter 2: The Overall Natural Personal Care Market: Highlights
Introduction: Scope of this Market; Geographic Coverage: U.S. and Overseas Markets; “Natural” vs. “Organic”: Which Is More Trusted by Consumers?; “Natural” Often Encompasses “Organic”; Formulation and Positioning Both Determine Inclusion of Brands; Definitions of Terms Used; Green; Methodology
The Products: Three Categories: Skincare, Haircare, and Makeup; Typical Ingredients; Six Controversial Ingredients: 1,4-Dioxane, Hydrosols, Linalool, Parabens, Propylene Glycol, SLFs; Mostly In Packaging, Bisphenol-A and Phthalates Are Dangerous
Regulation and Certification: Natural and Organic HBC Industry Still Hungry for Regulation; ...But a Draft of Standards from NSF International Was Released in 2008; ...And Here’s the First Organic HBC Labeling Standard!; Bits of Regulation and De Facto Regulation That Are in Force; FTC Still Hampered by Lack of Natural/Organic HBC Standards
Overall Market Size and Growth: Natural HBC Juggernaut Hits $6.6 Billion in 2008; More Americans Determined to Go Natural, Organic, Green; Recession Dampening Progress, Not Reversing It; Skincare Category in Bullish Charge to $4.6 Billion; Natural Haircare Blasts to $1.7 Billion; Makeup Category Reaches $386.0 Million
Market Composition: Natural Skincare Category Rules, Has 69% of Sales in 2008; Natural Food/HBC Channel Accounts for 76% of Sales; One in Five Retail Dollars Yielded by Organic HBC
Factors in Future Growth: Natural HBC Expected to Weather Recession Well; Americans in Every Age Bracket Use Natural HBC; Natural HBC’s U.S. Stance Provides Exciting Jumping-Off Point; Lots and Lots and Lots and Lots of Potential in Mass; Related Positionings Evoke Animals, Children, Ecology; Fear of Cancer; Do Natural Brands Work as Well as Arid, Olay, Pantene, Revlon?; Ethnic Audiences for Natural HBC: Prospects and Perspectives; Natural HBC Poised for International Boom
Projected Overall Market Sales: Natural HBC a Raging Bull Charging to $11.7 Billion in 2014; Natural Skincare in Spectacular Climb to $8 Billion; Natural Haircare to Blow Past $2.9 Billion; Natural Makeup to Rocket to $781 Million
Chapter 3: U.S. and Overseas Trends and Opportunities: Highlights
U.S. Natural HBC Trends and Opportunities: Natural HBC a Market Based on Extraordinary Faith; Trends in Natural HBC Positionings; “Natural/Organic” Almost a Component of U.S. Mainstream HBC; It’s Coming: A World Natural HBC Market
International Markets for Natural HBC: Global Natural HBC Market Hits $20.8 Billion in 2008; Table 3-2: Share of Retail Dollar Sales of Natural or Organic Personal Care Products, by World Region, 2004-2008; Natural HBC Sales Projected at $40 Billion in 2014; Pin the Tail on the Middle Classes; Exportable Positionings, Consumer Education Are Needed; The U.S. Market Valued at $6.6 Billion in 2008; BRIC’s Huge Natural HBC Potential Is for Real; Other Natural HBC Markets to Watch
Chapter 4: The Natural Skincare Category: Highlights
The Products: Category Definition; Natural/Organic Skincare Products Beautify, Prevent, Treat; Natural Skincare Category Has Seven Segments; Skincare Needs of Ethnic Consumers; Skincare for Teens/Tweens/Babies; Products Universally Positioned on Skin Conditions/Concerns
Market Size and Growth: Skincare Category in Bullish Charge to $4.6 Billion in 2008; Natural Food/HBC Channel Still Dominates Skincare Category; ...And Natural Skincare Still Has Tiny Slice of All Skincare Sales in Mass
Factors in Future Growth: Natural Skincare Category to Resist Effect of World Recession; Skincare the Entry Point in Use of Natural HBC; Boomers Fight Wrinkles, and Educate Gen Xers and Yers, Too; In 2009, 1 Million Americans Diagnosed with Skin Cancer; Natural Skincare Crosses Over to Mass and Prestige—And Back Again; International Developments
Projected Sales: Natural Skincare in Spectacular Climb to $8.0 Billion by 2014
The Marketers: Over 1,000 Natural Skincare Marketers; ...But Only a Shrinking Handful Are Significant in Mass!; Specialists Dominate Natural Skincare; Table of Marketers and Brands
International Product Trends: Wealthy Western Countries Lead Natural Skincare Product Intros; Natural Deodorant: Leading Introducers Are U.S., U.K., Canada; Natural Deodorant: Five Marketers in Top Three Introducer Slots; Natural Deodorant Tags; Natural Shaving Product Debuts Dominated by U.S., Canada; Natural Shaving: Real Co. Leads Seven Introducers in Top Five Ranks; Most Natural Shaving Reports Note SKUs Tagged for Men; New U.S. Natural Skincare SKUs Approach 1,000; Natural Skincare Debuts: Nature’s Paradise, Lavera, L’Oréal Are Top Trio; Natural Skincare Debuts: “Upscale,” “No Animal Tests” are Top Tags
Consumer Advertising Positioning: Natural Skincare Marketers’ Media Allocations Have Changed; Beauty Shots versus Advertorials; Fighting the Effects of Age; Green Ideas = Green Ink, Green Pixels; Watch Out for DMDM Hydantoin; Fair Trade; Made Without x or n; A Drug Chain as Old-Time Apothecary; Sources of Ads Sampled
Consumer Promotions: Hard Times Spawn Creative Natural Skincare Promos; Help Us to Fight Breast Cancer; A Percentage of Proceeds Also Goes to; Free or Discounted Merchandise; A Photo Contest; Win a Trip to Australia
Chapter 5: The Natural Haircare Category: Highlights
The Products: Category Definition; Three Segments: Shampoo/Conditioner, Stylers/Treatments, All Other; Cosmeceutical Functions
Category Size and Growth: Natural Haircare Blasts to $1.7 Billion in 2008; Natural Haircare’s Crossover to Mass Is Fast in One Sense, Slow in Another; “All Other” Channels Pumped by Direct Sales; Special Note: New Picture of Outlet Share
Factors in Future Growth: How World’s Recession Affects Natural Haircare Sales; Boomers Taught Their Kids Well: Healthy Hair = Beautiful Hair; You’ll Keep It, If You Treat It Nice; Ethnic Audiences for Natural Haircare Hold Great Potential; Foreign Prospects for Natural Haircare Marketers
Projected Sales: Natural Haircare to Blow Past $2.9 Billion by 2014
The Marketers: Possibly 1,000 Natural Haircare Marketers—But Only Seven Are Notable in Mass; Companies Involved Are Mostly Specialists; Table of Marketers and Brands
International Product Trends: United States Dominates Natural Haircare Intros, Too; R-O-W’s Tougher Fight vs. Haircare Brands’ Commodity Status; Special Note: SKUs versus Reports; Over 300 New U.S. Natural Shampoo SKUs in May 2007-May 2009; North Castle/Avalon—or Hain Celestial—Leads Shampoo Intros; Shampoo Tags Led by “Organic” and “Natural”; Natural Conditioner Debuts Led by United States’ 186 SKUs; Three Firms in Top Rank of Natural Conditioner Introducers; “Organic” Edges Out “Natural” on Natural Conditioner Labels
Consumer Advertising Positioning: Trad Media Budgets Shrink; Cheaper New Media Favored; Natural Haircare Brands Mostly Supported by Image Ads; Green Themes; Fair Trade; Sold Through Mass; Consumer Promotions; Little Couponing of Natural Haircare Products; Newsletters and Blogs and Videos; Tie-Ins with Charities and Activism; Celebrity Endorsements
Chapter 6: The Natural Makeup Category: Highlights
The Products: This Chapter Covers; Four Natural Makeup Segments Are Face, Eye, Lip, Nail; Makeup is Increasingly Cosmeceutical
Category Size and Growth: Makeup Category Reaches $386 Million in 2008; Dominant Natural Food/HBC Channel Gains Dollars, Loses Share; Mass Sextuples Share of Natural Makeup Dollars, Yet Crossover’s Slow; “All Other Channels” Still Accounts for Almost One in Five Retail Dollars; Special Note Re Natural Makeup Sales by Retail Channel
Factors in Future Growth: Recession Forces Natural Makeup Marketers to Get Real; Overseas Opportunities for Natural Makeup Firms
Projected Sales: Natural Makeup to Rocket to $781 Million in 2014
The Marketers: At Least 300 Natural Makeup Marketers; ...But a Mere Handful Significant in Mass; Most Natural Makeup Firms Are Privately Held Specialists; Table of Marketers and Brands
International Product Trends: New Natural Makeup SKUs at 175 Worldwide in May 2007-May 2009; U.S. Intros, at 137, Led the Count; Special Note: SKUs versus Reports; British Isles Introduce the Most Natural Foundation SKUs; Nvey Le Maquillage the Most Prolific Issuer of Natural Foundation; “Organic” and “Natural” Most Common Natural Foundation Tags; United Kingdom Leads in Natural Eye Makeup Debuts; Nvey Le Maquillage the Busiest Introducer in Eye Makeup, Too; “Natural” and “Organic” in Tie for Most Frequent Tags; United States the Scene of Most Natural Lipstick Rollouts; Nvey Le Maquillage Leads Natural Lipstick Launches; New Natural Lipstick Tags Led by, Yes, “Organic” and “Natural”
Consumer Ad Positioning and Promotions: Many Natural Makeup Marketers Favoring Interactive Media; Mother Nature Blessed This Product; How-To Videos; Promo: Get a Makeover; Discounts, Free Shipping, Merchandise Offers
Chapter 7: The Competitive Situation: Highlights
Overview: Emphasis on Ubiquity—Any Retail Door, Any Time; Update on the “Big Blur:” Merging Retail Channels Allow New Positionings; Eight Competitive Profiles Follow
Market Share: Special Note About Share Data; Estée Lauder, Clorox, Hain Are Top Triumvirate in Natural HBC; Five Out of Six Natural HBC Leaders Are Billion-Dollar Corporations
Competitive Profile: Bare Escentuals, Inc: Net Sales in Rapid Climb to $556.2 Million in 2008; Bare Escentuals Increases International Sales; Two Pivotal Stats; In 2009, a Difficult First Quarter; Bare Escentuals’ Foreign Sales Propelled by TV Alliances; Natural Makeup for a Natural Look; Bare Escentuals Really an Umbrella Brand; Vertically Integrated to Brick-and-Mortar Retail Level
Competitive Profile: The Clorox Company/Burt’s Bees, Inc: Clorox Reports Net Sales of $5.3 Billion in Fiscal 2008; A Rosy Outlook for Fiscal 2009; Clorox Passionate About Burt’s Bees; Clorox Keeps Some of Burt’s Bees’ Down-Home Image, But Cuts Out Makeup; Clorox’s Other Leading U.S. Brands
Competitive Profile: The Estée Lauder Cos., Inc./Aveda Corp.: Net Sales Jump Past $7.9 Billion in Fiscal 2008; Performance of Estée’s Five Product Categories; Decreased Expectations for Fiscal 2009; It’s Official: Estée Transacts Majority of Sales Outside United States; Estée’s Strategy for 2010-2013 Keys on More Foreign Activity; Four Natural Brands Out of 29; An Elegant, Practical Marketer Sells in Every Channel Except Health Food Stores
Competitive Profile: The Hain Celestial Group, Inc: Net Sales Leap Past $1 Billion Mark in Fiscal 2008; Hain Celestial’s European Sales on the Increase; Mixed Outlook for FY2009; Crumpets in England, Soy Milk in Germany, Equity in Malaysia; Fifty Years of Selling Through Both Mass and Natural Channels; Many Hain Brands Are Household Words
Competitive Profile: L’Oréal S.A./The Body Shop International PLC: Net Sales of €17.5 Billion in 2008; Share of Sales by World Currency: Euros and Dollars Lead; Major Shareholders Include Nestlé; A Difficult First Quarter of 2009; Semi-Naturals: L’Oréal Added The Body Shop in 2006, Kiehl’s in 2000; All the Resources to Shake Up the Natural HBC Market; L’Oréal’s Stable of Other Beauty Brands
Three Marketers to Watch: Three Diverse Marketers, Three Success Stories
Marketer to Watch: Earth Mama Angel Baby LLC: Sales Estimated at $15 - $20 Million; Positioned on Sincere Love for Mamas Everywhere; Interview with Don Olson, President
Marketer to Watch: Juice Beauty, Inc.: Sales Estimated at $20 - $25 Million; Right Formulas, Packs, Multi-Channel Distribution, at Right Time
Marketer to Watch: Kiss My Face Corporation: Sales Estimated in $50 - $100 Million Range; Strategy a Kind of Creative Pragmatism; Lewis Goldstein on the Economy, Managing Natural Brands, and World Conquest
Chapter 8: Distribution and Retail: Highlights
Distribution: Most Natural HBC Unit Volume Moves Through Distributors; UNFI the Largest Natural Products Distributor
At the Retail Level: Perhaps 40,000 Doors in Natural Food/HBC Channel; In Natural Channel, HBC Yields Strong, 40%-50%-and-Higher Margins; Whole Foods Opens Luxe Store in Chicago; Don’t Forget Food Co-Ops; Natural HBC Product Subscriptions; E-Sampling
Retailer Focus: The Spa as Sell-Through Channel: Spas a $66 Billion Industry, Worldwide; From Aveda to Dove: Vertical Integration
Retailer Profile: Moet Henessy-Louis Vuitton (LVMH)/Sephora: Revenue Climbed to €17.2 Billion in 2008; LVMH’s “Resilience” in 2009; Sephora Strong Worldwide, Despite Gloomy Prospects for Luxe Goods; Sephora Steps Up Natural HBC Involvement; Other LVMH Brands
Chapter 9: The Natural Personal Care Consumer: Highlights
The Packaged Facts Online Consumer Survey: Over 2,600 Consumers Interviewed; The Overall Gauge
Use of Natural Personal Care Products: Psychographics and Attitudes: Half of Those Surveyed Use Natural HBC; ...But Only a Third Say It’s Effective as General-Market HBC; Be Optimistic: Just 26% of Respondents Plan to Spend Less on Natural HBC; Believers in Natural HBC’s Safety Skew to Women, College Grads, Gen-Xers, Presence of Kids; Believers in Natural HBC’s Efficacy Skew to Women, College Grads, Presence of Kids; No Surprise—Those Paying Extra for Natural HBC Skew Affluent; No Surprise, the Sequel: Those Spending Less on Natural HBC Skew Young, Less Affluent
Use of Natural Personal Care Products, by Type: Body Wash, Deodorant, Moisturizer, Shampoo Lead Natural HBC Use; Overall, Natural HBC Use Skews Both Affluent and Non-Affluent; Even Impoverished Consumers Read Labels, Are Green-Minded; Body Wash: Twentysomethings, Presence of Kids, Region Influence Use; Natural Deodorant Use Marked—Possibly—by Singles Lifestyle; Eye Cream: Women Are Featured, of Course; Facial Masques: Here, Too, Women Are the Only Standouts; Facial Anti-Aging Products: An Affluent Consumer Is Likely; Moisturizer User-Data Point to Affluence; Shave Cream: Men—Who Else?—Stand Out; Shampoo and Conditioner: Twentysomethings, Renters; Natural Makeup Still Not Widely Used, So Few Starring Factors
Use of Natural Personal Care Brands: Burt’s Bees the Most Popular Brand—By Far; Aveda Use Skews Upscale; The Body Shop: Also Upscale, With Kids; Burt’s Bees Users Skew Affluent, despite Brand’s Former Rustic Image; Kiss My Face and Nature’s Gate: No Coherent Profiles Yet; Tom’s of Maine Holds Appeal for Baby Boomers; Use of All Other Brands
Consumer Focus: The Ethnic User of Natural Personal Care Products: Our Survey Data Paint Ethnics Green; BIGresearch Data Show That Ethnics More Likely “Go Organic”; Main U.S. Ethnic Groups to Reach 116.5 Million by 2014; Other Groups: Population Trends
Appendix: Addresses of Selected Marketers

Abstract

Natural HBC brands are growing up -- their marketers are packaging and selling natural moisturizer, shampoo, and eye shadow more slickly than ever before. And green consumers are more receptive, too. Thus retail sales of natural HBC boomed by 57% during 2004-2008, to $6.6 billion.

In the coming years, the marketplace will be complicated by the after-effect of the deep recession; by the Big Blur of retail channels; by reformulations to please mainstream America; and by international activity. But the opportunities get hotter and hotter.

Packaged Facts’ newest edition of its best-selling guide to the natural HBC market includes: Separate chapters on skincare, haircare, and makeup, which contain historical and future dollar patterns, together with Packaged Facts’ famous in-depth analysis. International trends are covered for the first time in this edition. Also included are extensive product-use data from Packaged Facts' own consumer survey. And the profiles of Clorox/Burt’s Bees, Estée Lauder/Aveda, Hain Celestial, Kiss My Face, L'Oréal/The Body Shop, and others are detailed.

Report Methodology

Natural and Organic Personal Care Products in the U.S., 4th Edition, is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how natural HBC products are sold through retail stores; Packaged Facts also consults with industry executives. Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data. Analysis of consumers’ purchase and use of natural personal care products is based on semi-annual surveys by Simmons Market Research Bureau, Inc., one of the leading compilers of demographic data in the United States. For the first time, with this edition, some of the Simmons data we present are in response to questions custom-tailored for Packaged Facts. Information about many new natural HBC product introductions is provided by Product Launch Analytics, a Datamonitor service.

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Natural and Organic Personal Care Products in the U.S., 4th Edition

Table of Contents

Abstract