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

Publication Date	July 2009
Publisher	Packaged Facts
Product Type	Report
Pages	320
ISBN Number	not applicable
Product Code	PKF00171

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Summary

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, Est?(C)e Lauder/Aveda, Hain Celestial, Kiss My Face, L'Or?(C)al/The Body Shop, and others are detailed.

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.

Content

Chapter 1: Executive Summary
- Scope of this Market
- Geographic Coverage: U.S. and Overseas Markets
- NaturalOften 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 1-1: 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
- Channel Strategies: Ubiquity
- Global Natural HBC Market Hits $20.8 Billion in 2008
- Table 1-2: 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 1-3: 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
- R-O-W's Tougher Fight vs. Haircare Brands' Commodity Status
- 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 1-4: 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) 12
- 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
Chapter 2: The Overall Natural Personal Care Market
- Highlights
- Introduction
- Scope of this Market
- Geographic Coverage: U.S. and Overseas Markets
- Naturalvs. Organic": Which Is More Trusted by Consumers?
- NaturalOften Encompasses Organic"
- Formulation and Positioning Both Determine Inclusion of Brands
- Definitions of Terms Used
- Carbon Footprint
- Cosmeceutical
- Direct
- Ethnic
- Fair Trade
- Green
- HBC
- Hydrosol
- Market versus Category versus Segment
- Mass Retail Channel(s)
- Over the Counter (OTC)
- Prestige and Pop Prestige
- SKU
- Specialty
- Supermarket, Chain Drugstore, Mass Merchandiser
- Sustainable (also, Renewable)
- Methodology
- The Products
- Three Categories: Skincare, Haircare, and Makeup
- Skincare
- Haircare
- Makeup (Color Cosmetics)
- Typical Ingredients
- Six Controversial Ingredients: 1,4-Dioxane, Hydrosols, Linalool, Parabens, Propylene Glycol, SLFs
- 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 2-1: 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 2-2: 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 2-3: 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
- Boomers the Original Advocates of Safer HBC
- Gen X Preaches Natural/Organic to Its Grandkids
- Gen Y (Millennials) Hardest to Impress
- Kids Under 7 Especially Targetable Now
- Table 2-4: Projected U.S. Population, by Age Bracket, 2009-2014* (in thousands)
- Natural HBC's U.S. Stance Provides Exciting Jumping-Off Point
- Face It: The Greenest of Us Use Non-Natural HBC, Too
- The Big Blur: Natural, Mass, Prestige, Direct-Sale Product Mixes Merging
- Four Maps for Natural HBC Crossovers
- 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?
- Efficacy in Question
- A Shock: Many Consumers Question Natural HBC's Superior Safety
- Ethnic Audiences for Natural HBC: Prospects and Perspectives
- Ethnics More Disposed to Green-Consciousness Than Whites
- 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 2-5: Projected U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2008-2014 (dollars in millions)
Chapter 3: 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
- Ads: Marketers Still Educating Us
- Channel Strategies: Ubiquity
- Price-Tiering: Is It Time for Natural Value-Brands?
- Price-Tiering: High End Cannot Exist in a Vacuum
- Media Choices: Beyond Blogging
- Natural/OrganicAlmost 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 3-1: 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 3-2: 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 3-3: 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
- Brazil Has Largest Share of BRIC HBC Sales-For Now
- Russia a Magnet for HBC Marketers-But Is Losing Population
- India Has 5,000 Years of Herbal Tradition-and Low HBC Spends Per Capita
- China Market to Boom, Helped by Status Factor
- Other Natural HBC Markets to Watch
- Canada
- Argentina
- Australia
- Germany
- Indonesia
- The United Kingdom
Chapter 4: The Natural Skincare Category
- Highlights
- The Products
- Category Definition
- Natural/Organic Skincare Products Beautify, Prevent, Treat
- Natural Skincare Category Has Seven Segments
- Face and Body (or Skincare)
- Deodorant
- Soap
- Bath Products
- Shaving Products
- Suncare Products
- Fragrance
- 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 4-1: U.S. Retail Dollar Sales of Natural/Organic Skincare Products, 2004-2008 (dollars in millions)
- Natural Food/HBC Channel Still Dominates Skincare Category
- Table 4-2: 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
- Generation X Now in Stage of Life Favoring Use of Skincare Products
- Gen Y (Millennials) is Most Diverse, Hardest to Impress
- Kids Under 7: Infants are Most Targeted by Natural Skincare Marketers
- 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 4-3: 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 4-4: Leading Marketers of Natural Skincare Products, and Their Representative Brands
- International Product Trends
- Wealthy Western Countries Lead Natural Skincare Product Intros
- SKUs versus Reports
- Natural Deodorant: Leading Introducers Are U.S., U.K., Canada
- Table 4-5: Numbers of New Natural Deodorant SKUs, by Country, May 26, 2007-May 26, 2009
- Natural Deodorant: Five Marketers in Top Three Introducer Slots
- Table 4-6: Numbers of New Natural Deodorant SKUs, Worldwide by Company, May 26, 2007- May 26, 2009
- Natural Deodorant Tags
- Table 4-7: 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 4-8: 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 4-9: 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 4-10: 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 4-11: Numbers of New Natural Skincare SKUs, by Country, May 26, 2007-May 26, 2009
- Natural Skincare Debuts: Nature's Paradise, Lavera, L'Or?(C)al Are Top Trio
- Table 4-12: Numbers of New Natural Skincare SKUs, Worldwide by Company, May 26, 2007- May 26, 2009
- Natural Skincare Debuts: Upscale,No Animal Testsare Top Tags
- Table 4-13: 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 = Green Ink, Green Pixels
- 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
Chapter 5: The Natural Haircare Category
Chapter 6: The Natural Makeup Category
Chapter 7: The Competitive Situation
Chapter 8: Distribution and Retail
Chapter 9: The Natural Personal Care Consumer