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Natural and Organic Personal Care Products - US - March 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The nearly $500 million NOPC market experienced slight declines in 2009
Opportunities exist for companies willing to seek them out
Competition and conflict from all directions
Facial skincare remains the dominant segment
Natural supermarkets no longer corner the market on NOPC
A number of factors are affecting the market
Burt’s Bees holds onto the top spot
Manufacturers lack restraint in using the “organic” label
Social networking the big marketing draw for all manufacturers
High usage of NOPC products suggests consumer confusion over which products are truly organic
INSIGHTS AND OPPORTUNITIES
Being bold about embracing organic standards
Emphasis on better ethnic products
A focus on the men
Figure 1: Personal care usage, experimentation, and trial, by gender, October 2009
INSPIRE INSIGHTS
Totophobia fuels fauxganics
What’s it about?
What we’ve seen
Specifics
Implications
MARKET SIZE AND FORECAST
Key points
Recession stops NOPC market growth for the short term
Sales and forecast of NOPC
Figure 2: FDMx and natural supermarket sales of NOPC, at current prices, 2007-11
Figure 3: FDMx and natural supermarket sales of NOPC, at inflation-adjusted prices, 2007-11
COMPETITIVE CONTEXT
Key points
Continuing controversy over standards
Consumer confusion continues
There are a legion of “good enough” “natural” personal care products on store shelves enticing consumers
SEGMENT PERFORMANCE
Key points
Few shifts in market share
Sales of NOPC, by segment
Figure 4: FDMx and natural supermarket sales of NOPC, by type, 2007-09
SEGMENT PERFORMANCE—FACIAL SKINCARE
Key points
Economy impacting facial skincare sales
Sales and forecast of facial skincare
Figure 5: FDMx and natural supermarket sales of natural and organic facial skincare, 2007-11
SEGMENT PERFORMANCE—HAIR CARE
Key points
Gains to be made on consumers’ changing habits
Sales and forecast of hair care
Figure 6: FDMx and natural supermarket sales and forecast of natural and organic oral care, at current prices, 2007-11
SEGMENT PERFORMANCE—SOAP AND BATH PRODUCTS
Key points
Ample room for growth
Sales and forecast of soap and bath products
Figure 7: FDMx and natural supermarket sales and forecast of natural and organic soap and bath products, at current prices, 2007-11
SEGMENT PERFORMANCE—BODY SKINCARE
Key point
Body skincare benefits from a focus on anti-aging and emerging brands
Sales and forecast of body skincare
Figure 8: FDMx and natural supermarket sales and forecast of natural and organic body skincare, at current prices, 2007-11
SEGMENT PERFORMANCE—ORAL CARE
Key points
Tom’s of Maine owns the relatively small segment
Sales and forecast of oral care
Figure 9: FDMx and natural supermarket sales and forecast of natural and organic oral care, at current prices, 2007-11
SEGMENT PERFORMANCE—DEODORANTS
Key points
Little competition in this sector
Sales and forecast of deodorants
Figure 10: FDMx and natural supermarket sales and forecast of natural and organic deodorants, at current prices, 2007-11
SEGMENT PERFORMANCE—BABY PERSONAL CARE
Key points
Rapid growth seen in baby personal care
Sales and forecast of baby personal care
Figure 11: FDMx and natural supermarket sales and forecast of natural and organic baby personal care, at current prices, 2007-11
RETAIL CHANNELS
Key points
Natural supermarkets no longer corner the market on organics
Sales of NOPC, by channel
Figure 12: FDMx and natural supermarket sales of NOPC, by channel, 2007-09
RETAIL CHANNELS—FDMX
Key points
Retailers missing out on opportunities
Sales of NOPC in FDMx outlets
Figure 13: FDMx and natural supermarket sales of NOPC, by channel, 2007-09
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Personal care suffering from the fallout of frugal consumers
Natural supermarket sales of NOPC
Figure 14: Natural supermarket retail sales of NOPC, at current prices, 2007-09
Figure 15: Natural supermarket sales of NOPC, at inflation-adjusted prices, 2007-09
MARKET DRIVERS
Greater concern over chemicals in personal care products
Even organic certification may not be all it claims to be...
… though crackdown is occurring
Some improvements in efficacy of NOPC products
Consumers becoming more socially conscious
LEADING COMPANIES
Key points
Sales concentrated, but room for smaller companies exists
FDMx sales of NOPC by manufacturer
Figure 16: Manufacturer FDMx sales of NOPC, 2008-09
Natural supermarket sales of NOPC by manufacturer
Figure 17: Manufacturer natural supermarket sales of NOPC, 2007 and 2009
BRAND SHARE—FACIAL SKINCARE
Key points
Burt’s Bees and Hain Celestial continue to carry the market
Manufacturer and brand sales of facial skincare, FDMx
Figure 18: Selected FDMx brand sales of natural and organic facial skincare, 2008-09
Slight shifts within natural supermarkets
Manufacturer and brand sales of facial skincare, natural supermarkets
Figure 19: Selected natural supermarket brand sales of facial skincare, 2007 and 2009
BRAND SHARE—HAIR CARE
Key points
No great changes in market share since 2008
Manufacturer and brand sales of hair care, FDMx
Figure 20: Selected FDMx brand sales of natural and organic hair care, 2008-09
Different offerings meant to attract consumers
Manufacturer and brand sales of hair care, natural supermarkets
Figure 21: Selected natural supermarket brand sales of hair care, 2007 and 2009
BRAND SHARE—BODY SKINCARE
Key points
Leaders’ share of the market is slipping
Manufacturer and brand sales of body skincare, FDMx
Figure 22: Selected FDMx brand sales of natural and organic body skincare, 2008-09
“Other” companies dominate at the natural supermarket level as well
Manufacturer and brand sales of body skincare, natural supermarkets
Figure 23: Selected natural supermarket brand sales of body skincare, 2007 and 2009
BRAND SHARE—SOAP AND BATH PRODUCTS
Key points
High degree of fragmentation within the soap and bath products segment
Manufacturer and brand sales of soap and bath products, FDMx
Figure 24: Selected FDMx brand sales of natural and organic soap and bath products, 2008-09
Dr. Bronner’s maintains its hold at natural supermarkets
Manufacturer and brand sales of soap and bath products, natural supermarkets
Figure 25: Selected natural supermarket brand sales of soap and bath products, 2007 and 2009
BRAND SHARE—ORAL CARE
Key point
Natural/organic oral care has a hard time gaining a foothold
Manufacturer and brand sales of oral care, FDMx
Figure 26: Selected FDMx brand sales of natural and organic oral care, 2008-09
Tom’s of Maine dominant in natural supermarkets in oral care
Manufacturer and brand sales of oral care, natural supermarkets
Figure 27: Selected natural supermarket brand sales of oral care, 2007 and 2009
BRAND SHARE—DEODORANTS
Key points
A mature market in general, but room for growth in natural/organic
Manufacturer and brand sales of deodorants, FDMx
Figure 28: Selected FDMx brand sales of natural and organic deodorants, 2008-09
A mature market in general, but room for growth in natural/organic
Manufacturer and brand sales of deodorants, natural supermarkets
Figure 29: Selected natural supermarket brand sales of deodorants, 2007 and 2009
BRAND SHARE—BABY PERSONAL CARE
Key points
A good deal of movement in the natural/organic baby care segment
Manufacturer and brand sales of baby personal care, FDMx
Figure 30: Selected FDMx brand sales of natural and organic baby personal care, 2008-09
Honky Tots in first place in natural supermarkets
Manufacturer and brand sales of baby personal care, natural supermarkets
Figure 31: Selected natural supermarket brand sales of baby personal care, 2007 and 2009
BRAND QUALITIES
Key points
The Body Shop
Nutriganics (The Body Shop)
Alaffia
Peaceful Offerings
INNOVATIONS AND INNOVATORS
Key points
Manufacturers offer heady claims for natural/organic products
Figure 32: Top claims for natural and/or organic personal care new product launches, 2000-09
The Fair Trade concept carries over to the personal care sector
Natural/organic products emphasizing anti-aging benefits
A focus on altruism
ADVERTISING AND PROMOTION
 OVERVIEW
Some companies taking word-of-mouth to new levels
Ads focus on convincing consumers of their “natural” bent
Figure 33: Pantene Pro-V Nature Fusion television ad, 2009
Figure 34: L’Oréal Everpure, 2009
Figure 35: L’Oréal Everstrong, 2010
GENERAL ATTITUDES TOWARDS PERSONAL CARE AND APPEARANCE
Key points
Women do more of the purchasing of personal care products
Figure 36: Personal care purchasing, by gender, October 2009
Figure 37: Personal care purchasing, by age, October 2009
Satisfaction with personal appearance diminishes with age
Figure 38: Attitudes towards personal appearance, by gender, October 2009
Figure 39: Attitudes towards personal appearance, by age, October 2009
High number of respondents indicate usage of NOPC products
Figure 40: Personal care usage, experimentation, and trial, by gender, October 2009
Figure 41: Personal care usage, experimentation, and trial, by age, October 2009
Figure 42: Personal care usage, experimentation, and trial, by household income, October 2009
Figure 43: Personal care usage among adults/in the household, May 2004-June 2009
Figure 44: How teens spend allowance money, 2005-07
Figure 45: Personal care usage among teens, May 2004-June 2009
THE NATURAL AND ORGANIC PERSONAL CARE CONSUMER
Key points
Most view natural/organic products favorably
Figure 46: Attitudes towards NOPC products, by gender, October 2009
Figure 47: Attitudes towards NOPC products, by age, October 2009
Figure 48: Attitudes towards NOPC products, by age, October 2009
NATURAL AND ORGANIC PERSONAL CARE USAGE
Key points
Women and those with higher income more likely to use NOPC products
Figure 49: Frequency of usage of traditional and NOPC products, by gender, October 2009
Figure 50: Frequency of usage of traditional and NOPC products, by age, October 2009
Figure 51: Frequency of usage of traditional and NOPC products, by household income, October 2009
Usage of traditional and NOPC products, by segment
Figure 52: Usage of traditional and NOPC products, by segment, October 2009
Facial skincare
Figure 53: Usage of traditional and natural/organic facial skincare products, by gender, October 2009
Less risk in using natural/organic products in the body skincare segment
Figure 54: Usage of traditional and natural/organic body skincare products, by gender, October 2009
Men and women use a combination of traditional and natural/organic goods
Figure 55: Usage of traditional and natural/organic soap and bath products, by gender, October 2009
Respondents tend to use a combination of hair care products
Figure 56: Usage of traditional and natural/organic hair care products, by gender, October 2009
Oral care not lending itself to natural/organic products
Figure 57: Usage of traditional and natural/organic oral care products, by gender, October 2009
Deodorants viewed as being much less effective, with good reason
Figure 58: Usage of traditional and natural/organic deodorant/anti-perspirantproducts, by gender, October 2009
THE RECESSION’S IMPACT ON USAGE
Key points
Changes in usage of NOPC in the last year
Figure 59: The recession’s impact on NOPC usage, by gender, October 2009
Figure 60: The recession’s impact on NOPC usage, by household income, October 2009
Figure 61: The recession’s impact on NOPC usage, by U.S. region, October 2009
Figure 62: The recession’s impact on NOPC usage, by U.S. region type, October 2009
OUTLETS WHERE CONSUMERS BUY PERSONAL CARE PRODUCTS
Key points
Consumers have more choice in where to buy natural/organic products
Mass, drug and club, and supermarket outlets
Figure 63: Mass, drug and club, and supermarket outlets where traditional and NOPC products are bought, October 2009
Respondents view direct/TV/other outlets as viable alternatives for natural/organic wares
Figure 64: Direct, TV, and other outlets where traditional and NOPC products are bought, October 2009
Internet sales cater to consumers’ need for convenience
Figure 65: Internet websites where traditional and NOPC products are bought, October 2009
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Asians and Hispanics most likely to try NOPC items
Figure 66: Personal care purchasing, by race/Hispanic origin, October 2009
Figure 67: Attitudes towards personal appearance, by race/Hispanic origin, October 2009
Figure 68: Personal care usage, experimentation, and trial, by race/Hispanic origin, October 2009
Figure 69: Frequency of usage of traditional and NOPC products, by household income, October 2009
CLUSTER ANALYSIS
Cluster 1: Confident heavies
Who they are
Opportunity
Cluster 2: Natural minimalists
Who they are
Opportunity
Cluster 3: Diffident traditionalists
Who they are
Opportunity
Characteristic tables
Figure 70: Natural and organic personal care clusters, December 2009
Figure 71: Attitudes towards personal appearance, by NOPC clusters, December 2009
Figure 72: Personal care usage, experimentation, and trial, by NOPC clusters, December 2009
Figure 73: Attitudes towards NOPC products, by NOPC clusters, December 2009
Figure 74: Usage of personal care products, by NOPC clusters, December 2009
Figure 75: Usage by sector of personal care products, by NOPC clusters, December 2009
Figure 76: Purchasing habits of NOPC products, by NOPC clusters, December 2009
Demographic tables
Figure 77: Natural and organic personal care clusters, by gender, December 2009
Figure 78: Natural and organic personal care clusters, by age group, December 2009
Figure 79: Natural and organic personal care clusters, by household income group, December 2009
Figure 80: Natural and organic personal care clusters, by race/Hispanic origin, December 2009
Cluster methodology
CUSTOM CONSUMER GROUPS
Older men and women less likely to experiment
Figure 81: Personal care usage, experimentation, and trial, by gender and age, October 2009
Figure 82: Attitudes towards NOPC products, by gender and age, October 2009
Figure 83: Frequency of usage of traditional and NOPC products, by gender and age, October 2009
Figure 84: The recession’s impact on NOPC usage, by marital status and presence of children, October 2009
Outlets where consumers buy NOPC products
Figure 85: Mass, drug and club, and supermarket outlets where NOPC products are bought, October 2009
Figure 86: Other and online outlets where NOPC products are bought, October 2009
APPENDIX: CURRENT STATE OF NATURAL/ORGANIC STANDARDS
Natural and organic standards take further shape
Figure 87: Organic and natural seals defining personal care products
Defining organic personal care
Defining “natural” personal care
APPENDIX: TRADE ASSOCIATIONS

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