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


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

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.

Read an excerpt from this report below.

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.


Market Insights: A Selection From The Report


“Natural” vs. “Organic”: Which Is More Trusted by Consumers?

Packaged Facts attempts to make precise use of the terms “natural” and “organic.” “Natural” signifies that a personal care product is composed of ingredients found in nature. “Organic” further signifies that those ingredients are pure, having been grown or processed without the aid of artificial colors or flavors, pesticides, preservatives, or any other synthesized, possibly harsh or toxic chemicals.

“Organic” has emerged as the term that is better understood by consumers; equated with the common phrase “pure and unadulterated” content, “organic” is less vague than “natural.” Therefore, it is reasonable to assume that “organic” has become the more trusted descriptor, simply on the basis of its clearer definition.

Packaged Facts uses the term “semi-natural” to describe personal care products that may contain certain natural/organic ingredients -- such as botanical actives or scents -- but that also contain large portions of non-natural substances.

Nevertheless, the distinctions between natural, organic, and semi-natural are very hazy. Labels that suggest “natural” or “organic” often refer only to specific ingredients in otherwise non-natural formulations, which is most typical of products sold through mass outlets -- but is certainly observed of many products sold through the natural channel, too. One must realize that even these featured ingredients may be heavily diluted in hydrosols -- that is, in water -- whether formulations are completely natural or not.

Those readers new to the natural personal care industry may be surprised to learn that many natural/organic products do have some non-natural content -- perhaps a little chemical preservative, or a foaming agent like sodium lauryl sulfate, or the emulsifier and humectant propylene glycol, etc

In the News


Recession Dampens Growth in the U.S. Natural & Organic Personal Care Market

New York, July 22, 2009 - The U.S. natural health and beauty care (HBC) market will charge toward sales of $12 billion in 2014 as more American consumers go natural, organic, and green, according to Natural and Organic Personal Care Products in the U.S., 4th Edition by leading market research publisher Packaged Facts. In 2008, the U.S. market grew 8% and approached $7 billion.

Looking ahead from spring 2009, Packaged Facts designates the natural personal care market a “steady performer” during recessionary times. Safety concerns, fear of disease, green-minded worry about pollution, and U.S. consumers’ heightened sophistication regarding health/fitness/appearance issues will help return the market to the double-digit growth reached annually from 2002-2007.

“Many Americans fear the health consequences of using chemical-laden deodorant, shampoo, foundation, and other personal care products,” says Tatjana Meerman, publisher of Packaged Facts. “They have tried natural versions of such products, and have become sincerely, even passionately green-minded. Just as there is no turning back the clock on America’s acquired taste for things upscale, whether designer clothing or luxury goods, there is no way that we can give up our safer natural and organic products, or the green, eco-friendly thinking that accompanies them.”

Global sales are forecast to parallel the bullish U.S. market and approach $40 billion in 2014, with total growth exceeding 73% for the period 2008-2014.

Natural and Organic Personal Care Products in the U.S., 4th Edition examines the consumer marketplace for natural and organic skincare, haircare, and makeup products.  In this latest edition, international data are presented and analyzed for the first time. Dollar estimates incorporate sales to consumers through all channels, including natural food/HBC, mass, specialty stores, department stores, independent grocers, spas and salons, Internet websites, mail-order ads/catalogs, etc.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products.  Packaged Facts also offers a full range of custom research services. 

  • 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
        • Table U.S. Retail Dollar Sales of Natural and Organic Personal Care Products, 2004-2014 (dollars in millions)
      • 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
        • Table Retail Dollar Sales of Natural or Organic Personal Care Products, by World Region, 2004-2008 (in millions)
      • Global Natural HBC Sales Projected at $40 Billion in 2014
        • Table Projected Retail Dollar Sales of Natural or Organic Personal Care Products, by World Region, 2008-2014 (in millions)
      • 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
        • Table Share of Packaged Facts Survey Respondents, by Agreement with Six Statements/Attitudes Regarding Natural or Organic Personal Care Products, 2009 (adult users of natural/organic personal care products, in recent 12 months)
      • 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
  • 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
        • Table U.S. Retail Dollar Sales of Natural and Organic Personal Care Products, by Category, 2004-2008 (dollars in millions)
      • 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
        • Table Share of U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2002-2008
      • Natural Food/HBC Channel Accounts for 76% of Sales
        • Table Share of U.S. Retail Dollar Sales of Natural or Organic Personal Care Products, by Retail Channel and Category, 2006-2008 (dollars in thousands)
      • 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
        • Table Projected U.S. Population, by Age Bracket, 2009-2014* (in thousands)
      • 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
        • Table Projected U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2008-2014 (dollars in millions)
  • 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 Retail Dollar Sales of Natural or Organic Personal Care Products, by World Region, 2004-2008 (in millions)
      • Asia, United States, Western Europe Hold Largest Dollar Shares
        • Table Share of Retail Dollar Sales of Natural or Organic Personal Care Products, by World Region, 2004-2008
      • Natural HBC at 9% of World HBC Products Retail Dollars
      • Natural HBC Sales Projected at $40 Billion in 2014
        • Table Projected Retail Dollar Sales of Natural or Organic Personal Care Products, by World Region, 2008-2014 (in millions)
      • Only Recession Delays Natural HBC Boom in Much of World
      • 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
  • 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
        • Table U.S. Retail Dollar Sales of Natural/Organic Skincare Products, 2004-2008 (dollars in millions)
      • Natural Food/HBC Channel Still Dominates Skincare Category
        • Table Share of U.S. Retail Dollar Sales of Natural or Organic Skincare Products, by Retail Channel, 2006-2008 (dollars in thousands)
      • …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
        • Table Projected U.S. Retail Dollar Sales of Natural Skincare Products, 2008-2014 (dollars in millions)
    • 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
        • Table Leading Marketers of Natural Skincare Products, and Their Representative Brands
    • International Product Trends
      • Wealthy Western Countries Lead Natural Skincare Product Intros
      • Natural Deodorant: Leading Introducers Are U.S., U.K., Canada
        • Table Numbers of New Natural Deodorant SKUs, by Country, May 26, 2007-May 26, 2009
      • Natural Deodorant: Five Marketers in Top Three Introducer Slots
        • Table Numbers of New Natural Deodorant SKUs, Worldwide by Company, May 26, 2007- May 26, 2009
      • Natural Deodorant Tags
        • Table Claims/Tags on Labels of New Natural Deodorant Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009
      • Natural Shaving Product Debuts Dominated by U.S., Canada
        • Table Numbers of New Natural Shaving Product SKUs, by Country, May 26, 2007- May 26, 2009
      • Natural Shaving: Real Co. Leads Seven Introducers in Top Five Ranks
        • Table Numbers of New Natural Shaving Product SKUs, Worldwide by Company, May 26, 2007-May 26, 2009
      • Most Natural Shaving Reports Note SKUs Tagged for Men
        • Table Claims/Tags on Labels of New Natural Shaving Product Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009
      • New U.S. Natural Skincare SKUs Approach 1,000
        • Table Numbers of New Natural Skincare SKUs, by Country, May 26, 2007-May 26, 2009
      • Natural Skincare Debuts: Nature's Paradise, Lavera, L'Oréal Are Top Trio
        • Table Numbers of New Natural Skincare SKUs, Worldwide by Company, May 26, 2007- May 26, 2009
      • Natural Skincare Debuts: "Upscale," "No Animal Tests" Are Top Tags
        • Table Claims/Tags on Labels of New Natural Skincare Product Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009
    • Consumer Advertising Positioning
      • Natural Skincare Marketers' Media Allocations Have Changed
      • Beauty Shots versus Advertorials
      • Fighting the Effects of Age
      • Green Ideas
      • 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
  • 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
        • Table U.S. Retail Dollar Sales of Natural/Organic Haircare Products, 2004-2008 (dollars in millions)
      • Natural Food/HBC Stores Command Three Quarters of Natural Haircare Dollars
      • 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
        • Table Share of U.S. Retail Dollar Sales of Natural or Organic Haircare Products, Products, by Retail Channel, 2006-2008 (dollars in thousands)
    • Factors in Future Growth
      • How World's Recession Affects Natural Haircare Sales
      • Boomers Taught Their Kids Well: Healthy 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
        • Table Projected U.S. Retail Dollar Sales of Natural Haircare Products, 2008-2014 (dollars in millions)
    • 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
        • Table Leading Marketers of Natural Haircare Products, and Their Representative 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
        • Table Numbers of New Natural Shampoo SKUs, by Country, May 26, 2007-May 26, 2009
      • North Castle/Avalon-or Hain Celestial-Leads Shampoo Intros
        • Table Numbers of New Natural Shampoo SKUs, Worldwide by Company, May 26, 2007- May 26, 2009
      • Shampoo Tags Led by "Organic" and "Natural"
        • Table Claims/Tags on Labels of New Natural Shampoo Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009
      • Natural Conditioner Debuts Led by United States' 186 SKUs
        • Table Numbers of New Natural Hair Conditioner SKUs, by Country, May 26, 2007- May 26, 2009
      • Three Firms in Top Rank of Natural Conditioner Introducers
        • Table Numbers of New Natural Hair Conditioner SKUs, Worldwide by Company, May 26, 2007-May 26, 2009
      • "Organic" Edges Out "Natural" on Natural Conditioner Labels
        • Table Claims/Tags on Labels of New Natural Hair Conditioner Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009
    • 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
  • 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
        • Table U.S. Retail Dollar Sales of Natural/Organic Makeup Products, 2004-2008 (dollars in millions)
      • 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
        • Table Share of U.S. Retail Dollar Sales of Natural or Organic Makeup Products, by Retail Channel, 2006-2008 (dollars in thousands)
    • 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
        • Table Projected U.S. Retail Dollar Sales of Natural Makeup, 2008-2014 (dollars in millions)
    • 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
        • Table Leading Marketers of Natural Makeup, and Their Representative 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
        • Table Numbers of New Natural Foundation Makeup SKUs, by Country, May 26, 2007- May 26, 2009
      • Nvey Le Maquillage the Most Prolific Issuer of Natural Foundation
        • Table Numbers of New Natural Foundation Makeup SKUs, Worldwide by Company, May 26, 2007- May 26, 2009
      • "Organic" and "Natural" Most Common Natural Foundation Tags
        • Table Claims/Tags on Labels of New Natural Foundation Makeup Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009
      • United Kingdom Leads in Natural Eye Makeup Debuts
        • Table Numbers of New Natural Eye Makeup SKUs, by Country, May 26, 2007-May 26, 2009
      • Nvey Le Maquillage the Busiest Introducer in Eye Makeup, Too
        • Table Numbers of New Natural Eye Makeup SKUs, Worldwide by Company, May 26, 2007- May 26, 2009
      • "Natural" and "Organic" in Tie for Most Frequent Tags
        • Table Claims/Tags on Labels of New Natural Eye Makeup Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009
      • United States the Scene of Most Natural Lipstick Rollouts
        • Table Numbers of New Natural Lip Makeup SKUs, by Country, May 26, 2007-May 26, 2009
      • Nvey Le Maquillage Leads Natural Lipstick Launches
        • Table Numbers of New Natural Lip Makeup SKUs, Worldwide by Company, May 26, 2007- May 26, 2009
      • New Natural Lipstick Tags Led by, Yes, "Organic" and "Natural"
        • Table Claims/Tags on Labels of New Natural Lipstick Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009
    • 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
  • 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
        • Table Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through All Outlets, by Top 25 Marketer-Ranks, 2006-2008 (dollars in millions)
    • Competitive Profile: Bare Escentuals, Inc.
      • Table 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
    • The Clorox Company/Burt's Bees, Inc.
      • Table 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
      • Clorox's Leading International Brands
    • The Estée Lauder Cos., Inc./Aveda Corp.
      • Table 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
        • Table Share of the Estée Lauder Companies' Net Sales, by Retail Channel, for Fiscal Year Ended June 30, 2008
    • The Hain Celestial Group, Inc.
      • Table 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
    • L'Oréal S.A./The Body Shop International PLC
      • Table 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
      • Table 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
    • Juice Beauty, Inc.
      • Table Juice Beauty, Inc.
      • Sales Estimated at $20 - $25 Million
      • Right Formulas, Packs, Multi-Channel Distribution, at Right Time
    • Kiss My Face Corporation
      • Table 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
  • 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
      • Table 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
  • The Natural Personal Care Consumer
    • Highlights
    • The Packaged Facts Online Consumer Survey
      • Over 2,600 Consumers Interviewed
      • The Overall Gauge
        • Table Composition of Respondent-Base for Packaged Facts' Online Consumer Survey, by Demographic Factor, 2009 (adults, in recent 12 months)
    • 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
        • Table Share of Packaged Facts Survey Respondents, by Agreement with Six Statements/Attitudes Regarding Natural or Organic Personal Care Products, 2009 (adult users of natural/organic personal care products, in recent 12 months)
      • 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
        • Table Demographic Factors Favoring Strong Agreement That Natural or Organic Personal Care Products Are Safer Than, or as Effective, as Conventional Versions, 2009 (adults, in recent 12 months)
      • No Surprise-Those Paying Extra for Natural HBC Skew Affluent
      • No Surprise, the Sequel: Those Spending Less on Natural HBC Skew Young, Less Affluent
        • Table Demographic Factors Favoring Agreement with Two Statements: "I'm Usually Willing to Pay More for Natural or Organic Personal Care Products," and "I Anticipate Spending Less on Natural/Organic HBC in the Next 12 Months**," 2009 (adults, in recent 12 months)
    • Use of Natural Personal Care Products, by Type
      • Body Wash, Deodorant, Moisturizer, Shampoo Lead Natural HBC Use
        • Table Share of Survey Respondents Using Natural or Organic Personal Care Products, by Product Type, 2009 (adults, in recent 12 months)
      • Overall, Natural HBC Use Skews Both Affluent and Non-Affluent
        • Table Demographic Factors in Use of Any Natural or Organic Personal Care Products, 2009 (adults, in recent 12 months)
      • Even Impoverished Consumers Read Labels, Are Green-Minded
      • Body Wash: Twentysomethings, Presence of Kids, Region Influence Use
        • Table Demographic Factors in Use of Natural/Organic Body Wash, 2009 (adults, in recent 12 months)
      • Natural Deodorant Use Marked-Possibly-by Singles Lifestyle
      • Eye Cream: Women Are Featured, of Course
        • Table Demographic Factors in Use of Natural or Organic Deodorant and Eye Cream, 2009 (adults, in recent 12 months)
      • Facial Masques: Here, Too, Women Are the Only Standouts
      • Facial Anti-Aging Products: An Affluent Consumer Is Likely
        • Table Demographic Factors in Use of Natural/Organic Facial Masques and Anti-Aging Products, 2009 (adults, in recent 12 months)
      • Moisturizer User-Data Point to Affluence
      • Shave Cream: Men-Who Else?-Stand Out
        • Table Demographic Factors in Use of Natural or Organic Moisturizer and Shave Cream, 2009 (adults, in recent 12 months)
      • Shampoo and Conditioner: Twentysomethings, Renters
        • Table Demographic Factors in Use of Natural/Organic Shampoo and Conditioner, 2009 (adults, in recent 12 months)
      • Natural Makeup Still Not Widely Used, So Few Starring Factors…
        • Table Demographic Factors in Use of Natural/Organic Eye Makeup and Lip Makeup, 2009 (adults, in recent 12 months)
        • Table Demographic Factors in Use of Natural/Organic Face Makeup (Foundation, Face Powder, Concealer, Blusher, etc.), 2009 (adults, in recent 12 months)
    • Use of Natural Personal Care Brands
      • Burt's Bees the Most Popular Brand-By Far
        • Table Share of Survey Respondents Using Natural or Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months)
      • Aveda Use Skews Upscale
      • The Body Shop: Also Upscale, With Kids
        • Table Demographic Factors in Use of Natural/Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months)
      • Burt's Bees Users Skew Affluent, despite Brand's Former Rustic Image
        • Table Demographic Factors in Use of Natural/Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months)
      • Kiss My Face and Nature's Gate: No Coherent Profiles Yet...
      • Tom's of Maine Holds Appeal for Baby Boomers
        • Table Demographic Factors in Use of Natural/Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months)
      • Use of All Other Brands
        • Table Demographic Factors in Use of Natural/Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months)
    • Consumer Focus: The Ethnic User of Natural Personal Care Products
      • Our Survey Data Paint Ethnics Green
        • Table Demographic Factors in Use of Any Natural or Organic Personal Care Products, by Race or Hispanic Origin, 2009 (adults, in recent 12 months)
      • BIGresearch Data Show That Ethnics More Likely "Go Organic"
        • Table Shares of Consumers Who Buy Organic Health and Beauty Care Products, by Race, Hispanic Origin, and by Age Over or Under 35, 2008 (adults, as of May 2008)
      • Main U.S. Ethnic Groups to Reach 116.5 Million by 2014
      • Other Groups: Population Trends
        • Table Projection of U.S. Population, by Race and Gender, 2008-2020 (in thousands)
  • Addresses of Selected Marketers

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