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


Attention: There is an updated edition available for this report.

It used to be so simple: Natural and organic HBC brands were pure and healthful, poorly packaged and marketed -- no danger to anybody. But during 2002-2006, retail sales soared to $6 billion; by 2012, that figure could be $8 billion. Now, as natural HBC brand management becomes more sophisticated; as traditional differences between mass retail and natural food/HBC channels melt; and as the natural products themselves are reformulated to please mainstream America, things are getting complicated -- yet the opportunities are hotter than ever...

This third edition of Packaged Facts’ best-selling guide to the natural HBC arena, Natural and Organic Personal Care Products in the U.S., portrays its rapidly morphing dynamics: Separate chapters on skincare, haircare, oral care, and color cosmetics present historical and future dollar patterns, together with Packaged Facts’ trusted in-depth analysis. Extensive Simmons demographic data are also included. And the battle strategies of Burt’s Bees, Colgate/Tom’s of Maine, Hain Celestial, Weleda, and others are detailed.

Report Methodology
The information in Natural and Organic Personal Care Products in the U.S., 3rd Edition, 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 Datamonitor. Consumer information was derived from Simmons Market Research Bureau, fall 2006 National Consumer Survey.

What You’ll Get in this Report,
Natural and Organic Personal Care Products in the U.S., 3rd Edition, 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 Natural and Organic Personal Care Products in the U.S. 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 2012. 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
    • Introduction
      • Market Definition
      • Other Terms Clarified
      • Methodology
    • The Products
      • Four Categories: Skincare, Haircare, Oral Care, Color Cosmetics
      • Typical Ingredients
      • Cosmeceutical Functions: Health
      • Four Controversial Ingredients
    • 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 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
      • Including Aveeno and Neutrogena Expands Market to Nearly $7 Billion
        • Table 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 Share of U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2002-2006
      • Retail Channel Sales Shifts Gain Momentum
        • Table 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 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
        • Table Projected U.S. Population, by Age Bracket, 2006-2020*(In Thousands)
      • Natural Channel Infrastructure More Solid Than Ever
      • Growth Outside of Traditional Natural Channel
      • Fear of Cancer
      • Natural/Organic's Relation to the Green Movement, Sustainability, Fair Trade, Animal-free Testing…
    • Projected Market Sales
      • Natural/Organic HBC, the Raging Bull, to Hit $10 Billion in 2012
        • Table 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
        • Table 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
      • Natural Haircare
      • Natural Oral Care
      • Natural Color Cosmetics
    • Consumer Advertising
      • Natural Personal Care Marketers Spend Nearly $13 Million in 2006
      • 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 Demographic Characteristics of the Packaged Facts/Simmons Eco-Shopper,* 2006 (Adults in Thousands)
  • Trends and Opportunities
    • Even More Optimism for Natural HBC Than in Previous Editions
      • We Now Know: All Ages, Incomes Targetable
      • The Big Blur
      • 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
      • Regulate to End Confusion
  • Natural Skincare Products
    • The Products
      • Healthy Skin Is Beautiful Skin
      • Natural Skincare Category Has Six Segments
      • 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 $3.6 Billion in 2002-2006
        • Table U.S. Retail Dollar Sales of Natural Skincare Products, 2002-2006 ($ in Millions)*
      • Natural Food/HBC Channel Still Dominates
        • Table 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 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
      • Table of Marketers and Brands
        • Table Leading Marketers of Natural Skincare Products, and Their Representative Brands
    • Natural Skincare Product Trends
      • Wave of 800 New Natural Skincare SKUs in 2006
        • Table Numbers of New Natural or Organic Skincare Products, by Product Type, 2002-2006
      • Pomegranate and Other Food Ingredients Popular
      • Prestige-Appropriate Price Tags
        • Table Selected New Introductions of Natural or Organic Skincare Products, 2006-2007
    • Consumer Advertising and Promotions
      • Natural Skincare Advertisers Spend Over $7 Million in 2006
      • Consumer Advertising Positioning
      • Consumer Promotions
  • Natural Haircare Products
    • The Products
      • Same Four Product Segments as Mainstream, But Different Emphases
      • Cosmeceutical Functions
    • Category Size and Growth
      • Natural Haircare Charges to $1.3 Billion in 2006
        • Table U.S. Retail Dollar Sales of Natural Haircare Products, 2002-2006 (Dollars in Millions)
      • Natural Food/HBC Channel Remains in Control
        • Table 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
      • You'll Keep It, If You Treat It Nice
      • Rise of Pop Prestige Enables Higher Haircare Prices in Mass
      • African Americans, Other Ethnic Groups Lean Toward Gentler Haircare
        • Table 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 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 Leading Marketers of Natural Haircare Products, and Their Representative Brands
    • Natural Haircare Product Trends
      • Haircare Marketers on a New Product Roll
        • Table Numbers of New Natural or Organic Haircare Products, by Product Type, 2002-2006
      • Botanicals Forever
      • Reformulations of Mainstream Brands
      • Probiotics for the Hair
        • Table Selected New Introductions of Natural or Organic Haircare Products, 2006-2007
    • Consumer Advertising and Promotions
      • Natural Haircare Advertisers Spend $3 Million in 2006
      • Consumer Advertising Positioning
      • Consumer Promotions
  • Natural Oral Care Products
    • The Products
      • Natural Oral Care's Four Product Segments
      • Fluoride and Foaming Agents-Are They Safe?
    • Category Size and Growth
      • Natural Oral Care Races to $821 Million in 2002-2006
        • Table 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
        • Table 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 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 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 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
      • Consumer Advertising Positioning
      • Consumer Promotions
  • Natural Color Cosmetics Products
    • The Products
      • As in Mainstream, Four Segments Are Face, Eye, Lip, Nail
    • Category Size and Growth
      • Natural Makeup Blooms to $341 Million in 2006
        • Table U.S. Retail Dollar Sales of Natural Color Cosmetics, 2002-2006 (Dollars in Millions)
      • Natural Food/HBC Channel Still Commands Natural Makeup Category
        • Table 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 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 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 Leading Marketers of Natural Color Cosmetics, and Their Representative Brands
    • Natural Color Cosmetics Product Trends
      • Over 500 New Natural Makeup SKUs in 2006
        • Table 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 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
  • The Competitive Situation
    • A Brief Competitive Overview
      • "Big Blur" Describes Both Retail Dynamics and Marketers' Crossover Strategies
      • Marketer Shares and Competitve Profiles Sections
    • Marketer Shares
      • L'Oreal, Estée Are Top Natural HBC Marketers in 2006
      • Hain Celestial and Burt's Bees Are Leading Natural Specialists
        • Table 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
  • 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
      • 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 Fights to Acquire Wild Oats
  • The Consumer
    • About Simmons Data
      • What They Are…
      • …And How to Use Them
      • The Survey's Overall Adult Gauge
      • Marketing Regions Defined
        • Table 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 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 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 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 Demographic Characteristics of the Packaged Facts/Simmons 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 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 Demographic Characteristics Favoring Use of the Burt's Bees Brand of Skincare Products,
    • The Consumer: Natural Haircare Brand Use
      • Over 3 Million Aveda Users
        • Table 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 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 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 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
        • Table 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)
        • Table 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)
  • Addresses of Selected Marketers

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