Natural and Organic Personal Care Products in the U.S., 5th Edition

In 2011, the business world takes for granted that sales of natural health & beauty care (HBC) brands will keep on thriving; this is no longer news. Packaged Facts forecasts that the U.S. consumer market for natural and organic skincare, haircare, and makeup–which during 2005-2010 boomed 61% to $7.7 billion–could top $11.0 billion as of 2016. Already, natural HBC is such a solid performer, that it can be considered a component of the mainstream personal care market: Many of the players have finally learned that their moisturizer, shampoo, or eye shadow must be packaged as slickly as non-natural versions. And “green” consumers are more receptive, too, even to the point of remaining loyal to natural HBC brands in the recession of 2008-2009. But what comes next? In the coming years, the battleground will be complicated by the Big Blur of retail channels; by new digital sell-through media; by reformulations to please mainstream America; and by changing world economics that will start to reverse the generations-old flow of U.S. brands to developing countries. The opportunities get hotter and hotter... But is it time to begin looking for the cracks?

Packaged Facts’ newest edition of our best-selling guide to the natural HBC market portrays its molten dynamics. Separate chapters on skincare, haircare, and makeup contain historical and future dollar patterns, together with Packaged Facts’ famous in-depth analysis. Extensive demographic data from Packaged Facts’ own February 2011 consumer survey are also included. Plus the battle profiles of Better Botanicals, Clorox/Burt’s Bees, Estee Lauder/Aveda, Hain Celestial, Weleda, and others are detailed.

Report Methodology

Natural and Organic Personal Care Products, 5th 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.

Stats on market revenues and growth trends derive from all available data on the consumer natural personal care marketplace, be they quantitative or qualitative; that is to say, a broad range of societal and economic trends are factored in, to help shape the most accurate possible view of sales progress.

Proprietary Data from Respected Sources Assembled in One Volume

The retail dollar sales amounts in this report are estimated by Packaged Facts. Sales growth patterns over periods of years–encompassing the peaks and valleys–though ultimately our projections, too, are shaped by the study of checkout scanner data graciously provided to us by SPINS, Inc., and SymphonyIRI Group. SPINSscan data cover mainly sales through the natural grocery channel, while SPINS Specialty Gourmet data include some of the sales transacted outside natural grocery. IRI data cover mass retail channels, that is, supermarkets, chain drugstores, and mass merchandisers.

In-depth discussion of the purchase and use of natural personal care products is based on The 2011 Packaged Facts Consumer Survey, our own thorough survey of 2,000 U.S.-resident adults, conducted in February.

Information about many of the new natural HBC products mentioned herein, is provided by Product Launch Analytics (PLA), an online service of Datamonitor. PLA tallies the new intros by product, country, company, and the claims/tags that appear on labels (“new,” “organic,” “paraben-free,” etc.).

Marketer rankings are based on Packaged Facts’ investigation of a number of sources, especially companies’ own literature.

The Bottom Line: What Your Company Really Gets...

With Natural and Organic Personal Care Products, you and your marketing team will gain a comprehensive overview of the ins and outs of the natural HBC business. Most importantly, the report anchors natural/organic products in the broader HBC world and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported by extensive hard data presented in well-organized tables and charts.

How Your Company Will Benefit from This Report...

If your company is already an established player in natural personal care, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting the natural/organic consumer, then this report is a great intro to the natural/organic marketplace, and thus a launching pad for a successful venture.

Your whole team—brand managers, research and development pros, ad agencies and media departments, consultants, database managers and librarians, venture capitalists, new business specialists—all are united by the cutting-edge analysis in Natural and Organic Personal Care Products.