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The U.S. Market for Natural and Organic Personal Care Products, 2nd Edition

Natural and/or organic personal care sales have rocketed to $4.3 billion, and may reach $6.6 billion in 2010 -- a jump of more than 50%. Led by Baby Boomers and Gen-Xers, Americans are craving safer, non-chemical-based toothpastes, deodorants, anti-aging preps, shampoo, makeup, etc. As a result, this market has broken out from the burgeoning health food/HBC channel, and is exploding in mass retail (supermarkets, chain drugstores, mass merchandisers). Think of it: Natural/organic personal care items available everywhere in mainstream stores, even while the “alternative” health food/HBC channel builds to become a kind of second mainstream; this dream is already becoming reality.

In Packaged Facts’ latest edition of The U.S. Natural and Organic Personal Care Market, execs looking to ride the wave can find sales history and forecasts, company rankings, ad expenditures, and Simmons demographic data. Case studies include Tom’s of Maine, Levlad, Jason Natural Cosmetics, Burt’s Bees, Estee Lauder, and others. All of these sections feature Packaged Facts’ famous in-depth analysis.

Report Methodology
The information in The U.S. Market for Natural and Organic Personal Care Products
is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What You’ll Get in this Report
The U.S. Market for Natural and Organic Personal Care Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Natural and Organic Personal Care Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the natural/organic care industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for natural personal care products, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for natural care products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for natural and organic personal care products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for natural and organic personal care products.
  • Advertising agencies working with clients in the personal care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Four Categories: Skincare, Haircare, Oral Care, Cosmetics
      • Skincare
      • Haircare
      • Oral Care
      • Color Cosmetics
      • Sales Rocket to $5 Billion in 2004, $7.9 Billion by 2010
      • Skincare Breaks $3 Billion Milestone, Will Surpass $4.7 Billion
      • Haircare Brushes Past $1 Billion; Forecast Is for $1.7 Billion
      • Oral Care in Charge to $589 Million, With $1 Billion Predicted
      • Color Cosmetics Pushes to $336 Million, With $486 Million Possible
        • Table U.S. Retail Dollar Sales of Natural Personal Care Products, by Category,
        • Table U.S. Retail Dollar Sales of Natural Personal Care Products, Total, 2000-2004
      • Let's Get Real: We Prefer a Mix of Natural and Non-Natural Products
      • Product Efficacy Must Improve
      • Some Marketers Justifying Use of Synthetics
      • A la Prestige: "Universal" Positioning on Conditions/Concerns
    • Potentials in Major Demographic Groups
      • Baby Boomers
      • Teens/Tweens
      • Kids 7 and Under
        • Table Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
      • Ethnic Consumers
        • Table Projection of U.S. African-American, Asian, and Hispanic Populations, 2005-2010
      • Men
      • Natural Personal Care Marketers Spend $225 Million in 2004
      • Exclude J&J's Budget, and the Total Ad Spend Is Pitiful…
      • Special Note on Share Data
      • J&J, Body Shop, Estee Lauder Still Lead the Pack
      • Hain Strongest Natural Specialist in 2005
        • Table Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through All
      • J & J, Tom's, Woodridge Lead in Mass
      • Two Ethnic-Preferred Brands 4th and 5th in Mass
        • Table Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through Mass
      • Natural Skincare Product Trends: Cutting-Edge and Exotic Formulations
      • Natural Skincare Product Trends: Without, Minus, and Free of…
      • Natural Haircare Product Trends: Practical Products -- More Than Just Shampoo
      • Natural Haircare Product Trends: Democratic Positionings
      • Natural Haircare Product Trends: Exotica
      • Natural Oral Care Product Trends: Whiteners Uber Alles
      • Natural Oral Care Product Trends: Therapeutics
      • Natural Oral Care Product Trends: New Breath Fresheners Are Convenient,
      • Natural Color Cosmetics Product Trends: Marketers Still Building
      • At Least 25,000 Stores in Natural Foods/HBC Channel
      • Time to Leverage Opportunities in Mass
      • Natural Retailers Want Private Label
      • The Consumer: Most Households Buy Something Natural, Half Buy Organic
      • The Consumer: But NMI Reckons Fewer Adults Are Buying Organic
      • The Consumer: LOHAS Consumers Spend $227 Billion Or More
      • The Consumer: Numbers of Users in 27 Brand Data Sets
        • Table Numbers of Users of Selected Natural Personal Care Products, by Brand, 2004
  • The Overall Market
    • Key Points
    • Introduction
      • Scope of This Report
      • "Natural" vs. "Organic"
      • Other Terms Clarified
      • Methodology
    • The Products
      • Four Categories: Skincare, Haircare, Oral Care, Cosmetics
      • Commonly Used Ingredients
      • Cosmeceutical Value
      • The SLF Controversy
    • Regulation
      • The Natural Personal Care Industry Wants It...
      • ...But the USDA Won't Give It
      • The Bits of Regulation That Remain in Force
    • Overall Market Size and Growth
      • Natural Personal Care Rockets to $5 Billion in 2004
        • Table U.S. Retail Dollar Sales of Natural Personal Care Products, by Category,
        • Table U.S. Retail Dollar Sales of Natural Personal Care Products, Total, 2000-2004
      • Skincare Breaks $3 Billion Milestone
      • Haircare Brushes Past $1 Billion
      • Oral Care in Charge to $589 Million
      • Color Cosmetics Pushes to $336 Million
      • Mass Accounts for 1 Out of 5 Natural Personal Care Dollars
        • Table Share of U.S. Mass-Channel (Supermarket, Chain Drugstore, Mass Merchandiser)
      • With J&J Brands Stripped Out, a Different Retail Picture ...
        • Table U.S. Retail Dollar Sales of Natural Personal Care Products, Excluding Johnson
    • Factors in Future Growth
      • Let's Get Real: We Prefer a Mix of Natural and Non-Natural Products
      • Label-Readers and Self-Treaters
      • Beauty Depends on Health
      • Environmental Sensitivity
      • Natural HBC Carries Higher Price-Points
      • Product Efficacy Must Improve
      • Some Marketers Justifying Use of Synthetics
      • A la Prestige: "Universal" Positioning on Conditions/Concerns
      • Potentials in Major Demographic Groups
        • Table Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
        • Table Projection of U.S. African-American, Asian, and Hispanic Populations, 2005-2010
    • Projected Overall Market Sales
      • Natural Personal Care to Reach $7.9 Billion by 2010
        • Table Projected U.S. Retail Dollar Sales of Natural Personal Care Products, by
      • Skincare Category Will Surpass $4.7 Billion
      • Haircare to Hit $1.7 Billion
      • Oral Care to Become $1 Billion Category
      • Color Cosmetics Foreseen at $486 Million
    • Overall Consumer Advertising Expenditures
      • Natural Personal Care Marketers Spend $225 Million in 2004
      • Exclude J&J's Budget, and the Total Spend Is Pitiful…
      • Five Marketers Are Million-Dollar Advertisers
      • Much Hidden Expenditure
  • The Natural Skincare Category
    • Key Points
    • The Products
      • Modern Consumers Equate Skin Health with Beauty
      • Six Natural Skincare Segments
      • Skincare for Ethnic Consumers
      • Skincare for Teens/Tweens/Babies
      • ..And Skincare for Everybody
    • Skincare Category Size and Growth
      • Natural Skincare Leaps to $3 Billion in 2004
        • Table IRI-tracked U.S. Retail Dollar Sales of Natural Skincare Products, 2000-2004
      • Mass Takes More Than a Fifth of Natural Skincare Dollars
        • Table Share of U.S. Mass-Channel (Supermarket, Chain Drugstore, Mass Merchandiser)
      • With Sales of J&J Brands Subtracted
    • Factors in Future Growth
      • Boomers See Wrinkles in Mirror
      • A Stressful, Dirty, Dangerous Environment
      • Prestige Influencing Natural Skincare Image and Vice Versa
      • Day Spas Pop Up Everywhere
    • Projected Natural Skincare Sales
      • A Record $4.7 Billion Forecast for 2010
        • Table Projected U.S. Retail Dollar Sales of Natural Skincare Products, 2000-2004
    • The Marketers
      • Among Hundreds of Natural Skincare Marketers, 70 Notables
      • A Handful of Marketers Stay Outside of Natural Foods/HBC Channel
      • Most Players Are Specialists, and Privately-Held
      • Table of Marketers and Brands
        • Table Leading Marketers of Natural Skincare Products, and Their Representative Brands
    • Natural Skincare Product Trends
      • Cutting-Edge and/or Exotic Formulations
      • Without, Minus, and Free of…
        • Table Selected Introductions of Natural Skincare Products, 2004-2005
    • Consumer Advertising and Promotions
      • Natural Skincare Ad Spend Is Over $201 Million in 2004
      • Important Note: Without J&J, the Total Drops to $3.1 Million
      • J&J, Earth Therapeutics, Ales Lead Small Field of Advertisers
      • Lots More Ad Dollars Are Hidden
      • Basic Beauty versus Advertorial Strategies
      • Two Popular Themes Are Stress Relief and Age-Fighting
      • Promos/Website Addresses Included...
      • Mainstreamers Advertise in Alternative Lifestyle Mags
  • The Natural Haircare Category
    • Key Points
    • The Products
      • Product Types Mirror Those of Mainstream Haircare
      • Shampoo and Conditioner
      • Styling Products and Treatments
      • All Other
      • Cosmeceutical Functions
    • Category Size and Growth
      • Natural Haircare Reaches $1 Billion in 2004
        • Table IRI-tracked U.S. Retail Dollar Sales of Natural Haircare Products, 2000-2004
      • Mass Accounts for 1 Out of 10 Natural Haircare Dollars
        • Table Share of U.S. Mass-Channel (Supermarket, Chain Drugstore, Mass Merchandiser)
      • But Look at the Numbers Minus J&J
    • Factors in Future Growth
      • Healthy Hair Is Beautiful Hair
      • Every Strand Is Precious
      • America Accepts Greater Range of Hairstyles
      • African Americans Seek Gentler Haircare Preps
      • Kids and Natural Haircare
    • Projected Natural Haircare Sales
      • Sales of Nearly $1.7 billion in 2010
        • Table Projected U.S. Retail Dollar Sales of Natural Haircare Products, 2004-2010
    • The Marketers
      • Hundreds of Natural Haircare Marketers, But 60 Are Players
      • A Few Marketers Prefer Life Outside Natural Foods/HBC Channel
      • Mostly Small Specialists
      • Table of Marketers and Brands
        • Table Leading Marketers of Natural Hair Care Products, and Their Representative Brands
    • Natural Haircare Product Trends
      • Practical Products: More Than Just Shampoo
      • Democratic Positioning
      • Exotica
        • Table Selected Introductions of Natural Haircare Products, 2004-2005
    • Consumer Advertising Expenditures and Positioning
      • Marketers Spent $11 Million to Advertise in 2004
      • Estee and Namaste the Top Advertisers
      • More Media Spending Than Reported
      • Aveda: Breathtaking Nature and Exotic Ingredients
      • Haircare Touted by Association With Skincare
      • Natural Media Invaded by Mainstreamers
      • Estee Lauder Runs Aveda Promo in an Ad Showcase
  • The Natural Oral Care Category
    • Key Points
    • The Products
      • Three Principle Segments
      • Tooth Cleaners and Whiteners
      • Mouthwash
      • Toothbrushes and Floss
      • All Other
      • The Fluoride Question
    • Category Size and Growth
      • Natural Oral Care Charges to $589 Million in 2004
        • Table U.S. Retail Dollar Sales of Natural Oral Care Products, 2000-2004 (Dollars in
      • Mass Accounts for 5% of Sales -- At Least
        • Table Share of U.S. Mass-Channel (Supermarket, Chain Drugstore, Mass Merchandiser)
    • Factors in Future Growth
      • Time Is Right for Natural Oral Care to Explode
      • Yet Some Marketers Give in to Fluoride and SLFs
      • Whiteners Are Strong Drivers
      • For Crossover Biz, High Prices Must Come Down
      • Where Are Licensed Natural Toothpastes for Kids?
    • Projected Natural Oral Care Sales
      • Sales to Surpass $1 Billion Mark in 2010
        • Table Projected U.S. Retail Dollar Sales of Natural Oral Care Products, 2004-2010
    • The Marketers
      • About 30 Notable Marketers of Natural Oral Care Products
      • Most Players Are Natural HBC Specialists, Not Drug Companies
      • Table of Marketers and Brands
        • Table Leading Marketers of Natural Oral Care Products, and Their Representative Brands
    • Marketing and Product Trends
      • Whiteners Uber Alles
      • Therapeutics
      • New Breath Fresheners Are Convenient, Portable
        • Table Selected Introductions of Natural Oral Care Products, 2004-2005
    • Consumer Advertising Expenditures and Positioning
      • Natural Oral Care Ad Spending Is Unmonitored
      • Tom's Tackles T.V.
      • Mainstream Players Invade Natural Media Turf
      • Woodstock Says Print Out a $1 Coupon
  • The Natural Color Cosmetics Category
    • Key Points
    • The Products
      • Four Segments Identified: Face, Eye, Lip, Nail
      • Facial Makeup
      • Eye Makeup
      • Lip Color
      • Nail Polish
    • Category Size and Growth
      • Natural Color Cosmetics Climb to $336 Million in 2004
        • Table U.S. Retail Dollar Sales of Natural Color Cosmetics, 2000-2004
      • Mass Accounts for Over 40% of Natural Color Cosmetics Sales
        • Table Share of U.S. Mass-Channel (Supermarket, Chain Drugstore, Mass Merchandiser)
      • What If We Subtract Neutrogena Sales?
    • Factors in Future Growth
      • Wellness, Cosmetic Sophistication, and the Fight for Shelf Space
      • Does It Work? What About Selection?
      • Teens/Tweens Using Cosmetics Earlier in Life
    • Projected Natural Color Cosmetics Sales
      • Cosmetics to Approach $500 Million by 2010
        • Table Projected U.S. Retail Dollar Sales of Natural Color Cosmetics, 2004-2010
    • The Marketers
      • Only About 40 Significant Natural Color Cosmetics Marketers
      • Virtually All Players Are Privately-Held Specialists
      • Table of Marketers and Brands
        • Table Leading Marketers of Natural Color Cosmetics, and Their Representative Brands
    • Marketing and Product Trends
      • Natural Makeup Marketers Still Building Assortment...
        • Table Selected Introductions of Natural Color Cosmetics, 2004-2005
    • Consumer Advertising Expenditures
      • Natural Makeup Marketers Spent $9.4 Million in 2004
      • ...But Without J&J Brands, It Was Just $1.8 Million
      • Some Natural Makeup Ad Dollars Go Unmeasured
  • The Competitive Situation
    • Key Points
    • Marketer Shares
      • Special Note on Share Data
      • J&J, Body Shop, Estee Still Lead the Pack
      • Strongest Natural Specialist in 2005
        • Table Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through All
      • J&J, Tom's, Woodridge Lead in Mass
      • Two Ethnic-Preferred Brands 4th and 5th in Mass
        • Table Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through Mass
    • Competitive Profile: The Estee Lauder Cos., Inc./Aveda Corp.
      • Net Sales Reach $5.8 Billion in Fiscal 2004
      • Near-Double-Digit Growth in Fiscal 2005's First Half
      • Aveda: Upscale and Natural – A Timely Combo
      • For Aveda, Estee Lauder Is Its Own Retailer
    • Competitive Profile: The Hain Celestial Group, Inc.
      • Net Sales of $544 Million in Fiscal 2004
      • Hain the Acquirer Adds Jason and Zia to Roster of Companies
      • Hain, Master of Leverage in Both Natural and Mass Retail
      • Famous Hain Brands
    • Competitive Profile: Harvest Partners, Inc./Levlad, Inc.
      • Levlad's Sales Estimated at $200 Million
      • What Acquisition by Harvest Means
      • Levlad's Tactics: Up-to-Date Products, Pricing, Infrastructure
    • Competitive Profile: Johnson & Johnson/Neutrogena Corp.
      • Special Note: Why We Cover J&J in This Report
      • Sales of Over $47 Billion in 2004
      • Neutrogena – It Ain't Natural
      • Other J&J Brands
    • Competitive Profile: Para Laboratories, Inc./Queen Helene
      • Retail Sales of Para Brands Estimated at $29 Million
      • A Limited, But Effective Product Mix
      • Para the Master of Dual-Channel – and Dual-Audience – Marketing
    • Competitive Profile: Tom's of Maine, Inc.
      • Sales Estimated at $45 Million
      • A Shrewd Marketer That Is Increasingly Imitated
      • T.V., and Lots of Charity
    • Three Marketers to Watch
      • Kiss My Face Corporation
      • Namaste Laboratories
      • ShiKai Products
  • Distribution and Retail
    • Key Points
    • Distribution
      • Most Natural Personal Care Marketers Use Distributors
      • At Least 25,000 Stores in Natural Foods/HBC Channel
    • Retail
      • Natural HBC
      • Time to Leverage Opportunities in Mass
      • Natural Retailers Want Private Label
    • Retail Focus: Whole Foods Market, Inc.
      • Sales Mushroom to $3.9 Billion in 2004
      • Whole This, Not-So-Whole That...
    • Retail Focus: Wild Oats Markets, Inc
      • Wild Oats Breaks $1 Billion Mark in 2004
      • Natural HBC Featured in Department Called Holistic Health Center
  • The Natural Personal Care Consumer
    • Key Points
      • Special Note About Simmons Data
    • The Consumer: The Natural/Organic Shopper
      • Most Households Buy Something Natural, Half Buy Organic
      • But NMI Reckons Fewer Adults Are Buying Organic
      • LOHAS Consumers Spend $227 Billion Or More
    • The Consumer: Psychographics
      • Age, Leisure Time, and Levels of Affluence
        • Table Demographic Characteristics Favoring Agreement With Certain Statements, 2004
    • The Consumer: Brand Use
      • Numbers of Users in 27 Brand Data Sets
        • Table Numbers of Users of Selected Natural Personal Care Products, by Brand, 2004
    • The Consumer: Skincare Brand Use
      • Interesting Splits Between Affluence and Non-Affluence
        • Table Demographic Characteristics Favoring Use of Aveeno Baby Wash, 2004 (Households,
        • Table Demographic Characteristics Favoring Use of Natural Body Wash, by Brand, 2004
        • Table Demographic Characteristics Favoring Use of Natural Facial Cleansers and
        • Table Demographic Characteristics Favoring Use of Natural Moisturizers, by Brand, 2004
        • Table Demographic Characteristics Favoring Use of Natural Soap, by Brand, 2004
        • Table Demographic Characteristics Favoring Use of Neutrogena Suncare Products, 2004
    • The Consumer: Haircare Brand Use
      • Again, Split Levels of Affluence
      • Some Older Age Skews
        • Table Demographic Characteristics Favoring Use of Natural Hair Conditioner, by Brand,
        • Table Demographic Characteristics Favoring Use of Natural Shampoo, by Brand, 2004
        • Table Demographic Characteristics Favoring Use of Aveda Hairstyling Products, 2004
    • The Consumer: Oral Care Brand Use
      • Tom's of Maine Toothpaste: Skews to Higher Income, Education
        • Table Demographic Characteristics Favoring Use of Tom's of Maine Natural Toothpaste,
    • The Consumer: Color Cosmetics Brand Use
      • Neutrogena Use Split According to Income, Age
      • Whites, Hispanics Stand Out in Neutrogena Use
        • Table Demographic Characteristics Favoring Use of Neutrogena Color Cosmetics, 2004
    • Focus on the Teen Consumer of Pop-Prestige Brands
      • Teens and Bath & Body Works: Body Wash and Moisturizer
        • Table Demographic Characteristics Favoring Teen Use of Bath & Body Works Body Wash
      • Teens and The Body Shop: Body Wash and Moisturizer
        • Table Demographic Characteristics Favoring Teen Use of The Body Shop Body Wash and
      • Profile of Aveda Use by Teens Is Sketchy
  • Trends and Opportunities
    • Advice One: Same Trends, Only More So... (Cross Over!)
      • Advice Two: Admit It -- We Need Natural HBC That Works!
      • Advice Three: ...And We Still Need Better Ads and Packaging
      • Advice Four: Beware Mainstreamers' Invasion of Natural Media and Retail
      • Advice Five: Self-Regulate
      • Advice Six: Keep Targeting Youth, Male, Baby, Ethnic Markets
      • Advice Seven: Natural Channel Has Potential for Natural/Prestige Format
  • Selected Company Addresses

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