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.
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.
CHAPTER 1: EXECUTIVE SUMMARY
Report Parameters in Terms of Products, Retail Channels, and Solar Systems
“Natural” Often Encompasses “Organic”
Natural HBC Resists Recession, Rocks on to $8.5 Billion in 2011
Forecast: Natural HBC Predicted to Reach $13.6 Billion in 2016
Table 1-1: Projected U.S. Retail Dollar Sales of Natural/Organic Personal Care Products, by Category, 2010-2016 (Dollars in Millions)
Skincare Category Radiant at $5.9 Billion in 2011
Forecast: Natural Skincare Category to Ascend to $9.4 Billion in 2016
Natural Haircare Bumps Up to $2.1 Billion in 2011
Forecast: Natural Haircare to Surpass $3.5 Billion in 2016
Makeup Category Climbs to $455.0 Million in 2011
Forecast: Natural Makeup in Fast-and-Slow Progress to $735.0 Million in 2016
Americans Were Still Awakening to Natural HBC in 2005-2011
“Ubiquity” Describes Natural HBC’s Explosion Across U.S. Retail Channels
Natural, Mass, Prestige, Direct Channels in “Big Blur”— A Help or Hindrance?
Let’s Not Get Sick!
At Least 40,000 Doors in Natural Food/HBC Channel
Almost 40% of Adults Read Labels on Personal Care Products
A Third Keep Trying Natural Brands Till Finding Ones That Work
High Prices a Big Drag for Some—But Others Don’t Care
Natural Skincare and Haircare User-Bases Are Nearly Equal in Size
Table 1-2: Share of U.S. Users/Purchasers of Natural or Organic Personal Care Products, by Product Category and Segment, 2011 (Adults, In Recent Twelve Months)
CHAPTER 2: THE OVERALL U.S. NATURAL PERSONAL CARE MARKET
Highlights
INTRODUCTION
“Natural” vs. “Organic”
“Natural” Often Encompasses “Organic”
Formula, Positioning Determine Inclusion of Brands in This Report
Report Parameters in Terms of Products, Retail Channels, and Solar Systems
Sales Through All Channels Included in Our Estimates
Methodology
GLOSSARY
Twenty-One Useful Definitions
“Apps”
Carbon Footprint
Carbon Offset (also, Carbon Credit)
Cosmeceutical
CPG
Direct
Ethnic
Fair Trade
Green
HBC
Hydrosol
Market versus Category versus Segment
Mass Retail Channel(s)
m-Commerce
Over the Counter (OTC)
Prestige and Pop Prestige
Shopper Marketing
SKU
Specialty
Supermarket, Chain Drugstore, Mass Merchandiser
Sustainable (also, Renewable)
THE PRODUCTS
Three Natural HBC Categories: Skincare, Haircare, and Makeup
Skincare
Haircare
Makeup (Color Cosmetics)
Typical Natural HBC Ingredients
Rare Ingredients Afford Unique Positionings
Seven Controversial Ingredients
1,4-Dioxane
Bisphenol-A (BPA)
Hydrosols
Parabens
Phthalates
Propylene Glycol
SLFs (Sulfates)
REGULATION AND SAFETY
NSF/ANSI 305: “A Living Document”
Interview with Jaclyn Bowen, Soldier for Quality Organic Content
Table 2-1: History of Organic Personal Care Products Regulation and Standards in the United States, 1990-2011
OVERALL MARKET SIZE AND GROWTH
Natural HBC Resists Recession, Rocks on to $8.5 Billion in 2011
Americans Were Still Awakening to Natural HBC in 2005-2010
Table 2-2: U.S. Retail Dollar Sales of Natural and Organic Personal Care Products, by Category, 2005-2010 (Dollars in Millions)
Skincare Category Radiant at $5.9 Billion
Natural Haircare Bumps Up to $2.1 Billion
Makeup Category Climbs to $455.0 Million
Market Composition: Skincare Still Dominates, But Haircare Gains Ground
Table 2-3: Share of U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2002-2010
Market Composition: Organic Formulations Account for a Quarter of Retail Dollars
Market Composition: Mass Gains Slightly, Natural Grocery Loses Ground, “Other” Channels Win Share
Table 2-4: Share of U.S. Retail Dollar Sales of Natural or Organic Personal Care Products, by Retail Channel, 2006-2011 (Dollars in Thousands)
FACTORS IN FUTURE OVERALL MARKET GROWTH
Natural HBC Bucks 2008-2009 Recession, Offers Golden Potential Beyond 2011
Americans of All Ages 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 More and More Targetable—But Through Parents
“Ubiquity” Describes Natural HBC’s Explosion Across U.S. Retail Channels
... And for Older Kids, Aspirational Marketing
Devotees and Dabblers: The Greenest of Us Use Non-Natural HBC, Too
Natural, Mass, Prestige, Direct Channels in “Big Blur”— A Help or Hindrance?
Let’s Not Get Sick!
Natural/Organic Efforts of HBC Majors May Be Mistrusted
Natural Haircolor, Nail Polishes to Bolster Entire Market
PROJECTED OVERALL MARKET SALES
Natural HBC Predicted to Reach $13.6 Billion in 2016
Table 2-5: Projected U.S. Retail Dollar Sales of Natural/Organic Personal Care Products, by Category, 2010-2016 (Dollars in Millions)
Natural Skincare Category to Ascend to Nearly $9.4 Billion
Haircare to Surpass $3.5 Billion
Natural Makeup in Fast-and-Slow Progress to $735.0 Million
In Longer-Range Forecast, $24.2 Billion Possible in 2022
CHAPTER 3: INSIGHTS AND OPPORTUNITIES
Highlights
INSIGHTS AND OPPORTUNITIES
Four Issues to Address
“Organic” Is Nice, but Let’s Think “Natural”
Ubiquity and a Sharper Sword
Go International—Right Now!
Hot Spots for 2012
CHAPTER 4: THE NATURAL SKINCARE CATEGORY
Highlights
THE PRODUCTS
Scope of Natural Skincare Category
Natural/Organic Skincare Products Useful in Every Lifestage
Healthy = Beautiful
The Natural Skincare Category’s Seven Segments
Skincare Proper
Hand & Body Lotions
Deodorant
Soap
Bath Products
Suncare
Shaving Products
Fragrance Classed with Various Other Natural Skincare Products
Skincare Needs of Ethnic Consumers
…But Ethnics Spend More on Non-Ethnic Skincare Products
Ethnic Preferences in Natural Skincare Can Cross Over to Mainstream
Skincare for Teens/Tweens/Babies
NATURAL SKINCARE CATEGORY SIZE AND GROWTH
Skincare Category Pumps to $5.9 Billion in 2011
Table 4-1: U.S. Retail Dollar Sales of Natural and Organic Skincare Products, 2005-2010 (Dollars in Millions)
“Skincare Proper” Commands Share of Mass-Retail Sales by Product Segment…
…But Natural Grocery/HBC Stores Still Dominate Share of Sales by Outlet
Table 4-2: Share of U.S. Retail Dollar Sales of Natural or Organic Skincare Products, by Retail Channel, 2006-2010 (Dollars in Thousands)
FACTORS IN FUTURE GROWTH
Some Factors in Overall Market Growth Are Operative in Skincare Category, Too
Natural Skincare Is Recession-Resistant
In 2011, Americans of All Ages Consume Natural Skincare Products
Beware the Monster Frogs: America Fears Carcinogens, Other Toxins in Homes and Water Tables
Natural Skincare’s Bridges to Prestige and Mass Are Price, Universal Positionings on Conditions/Concerns
Rise of Ethnics to Help Natural Skincare Sales Grow for Next 30 Years
Women Re-Experience Acne During Menopause
Natural Fragrance a Tiny Niche in 2011, But Consumers Are Exploring It
PROJECTED SALES
Natural Skincare Category to Jump to $9.4 Billion by 2016
Long-Range, Natural Skincare Could Hit $16.5 Billion in 2022
Table 4-3: Projected U.S. Retail Dollar Sales of Natural/Organic Skincare Products, 2010-2016 (Dollars in Millions)
THE MARKETERS OF NATURAL SKINCARE PRODUCTS
In 2011, Still More Than 1,000 Competitors
In Mass, Few Significant Natural Skincare Marketers, But Collective Power Grows
Specialists Dominate Natural Skincare
Table of Marketers and Brands
Table 4-4: Leading Marketers of Natural Skincare Products, and Their Representative Brands, 2011
MARKETER AND BRAND SHARE
Many Natural Skincare Brands on Deck for Future Glory
Clorox, Hain Celestial Lead Skincare Proper
…and Same Duo Lead in Hand & Body Lotion, Too
Top Natural Deodorant Players Are Colgate and French Transit
Soap Segment: Clorox/Burt’s Bees, Dr. Bronner’s Outpace Rivals
Suncare: California Baby Outcrawls Much Bigger Companies
Skincare Proper
Hand & Body Lotion
Deodorant
Bubble Bath
INTERNATIONAL PRODUCT TRENDS
Notes on Use of PLA Data
In 2011, U.S. Still Hotbed for New Natural Skincare Products
Table 4-5: Introductions of New Natural Skincare Products, by Country, June 10, 2009-June 10, 2011
“Organic” and “Natural” Lead Skincare Descriptors on Labels
Table 4-6: Introductions of New Natural Skincare Products, by Claims/Tags Printed on Labeling, June 10, 2009-June 10, 2011
Four Interesting New Natural Skincare Products
CONSUMER ADVERTISING AND PROMOTIONS
Traditional Natural Skincare Ad Media Give Way to New and Newer Media
Videos, Viral and Otherwise
Banner Ads on the Web
Print Ad Themes for Natural Skincare Products
Refreshing Thirsty Skin
We Get Results
Wedding Green Thinking with Personal Health
Fighting Blemishes During Menopause
Aromatherapy and Stress Relief
Showcase Ads
Our Sources of Natural Skincare Ads
CHAPTER 5: THE NATURAL HAIRCARE CATEGORY
Highlights
THE PRODUCTS
Natural Haircare Category Defined
Same Three Product Segments as Mainstream, But Different Emphases
Shampoo and Conditioner
Styling Products and Treatments
All Other
Cosmeceutical Functions
Haircare Needs of U.S. Ethnic Population Sectors
Hispanics
African Americans
Asians
CATEGORY SIZE AND GROWTH
Natural Haircare Blasts to $1.9 Billion in 2010
Table 5-1: U.S. Retail Dollar Sales of Natural and Organic Haircare Products, 2005-2011 (Dollars in Millions)
Shampoo, Conditioner Still Rule Natural Haircare Sales by Segment
Dollars Migrate From Natural Grocery Channel to Mass and Direct— Then Away from Mass
Table 5-2: Share of U.S. Retail Dollar Sales of Natural or Organic Haircare Products, by Retail Channel, 2006-2011 (Dollars in Thousands)
FACTORS IN FUTURE GROWTH
Overall Market Positives Hold True in Natural Haircare Category
Natural Haircare Brands Not So Easily Commoditized As Non-Natural Brands…
Where’s the Foam?!
You’ll Keep It, If You Treat It Nice
African Americans Best Ethnic Target for Natural Haircare Marketers
But It’s Getting Easier to Position to Hispanics and
Asians
... And Minorities Are More Green-Minded Than Whites
Positioning to U.S. Blacks Ties in With Rising Economies in Africa
Natural Haircolor to Boom
PROJECTED SALES
Natural Haircare to Regain Double-Digit Pace, Will Hit $3.5 Billion in 2016
Table 5-3: Projected U.S. Retail Dollar Sales of Natural/Organic Haircare Products, 2010-2016 (Dollars in Millions)
Long-Range Forecast: $6.4 Billion in 2022
THE MARKETERS OF NATURAL HAIRCARE PRODUCTS
In 2011, Competitors in Natural Haircare May Top 1,200
In Mass, Only Nine (9) “Significados”
... But a Collective Force of 26 Other Marketers/Brands
Lies in Wait
Specialists Dominate Natural Haircare
Table of Marketers and Brands
Table 5-4: Leading Marketers of Natural Haircare Products, and Their Representative Brands
MARKETER AND BRAND SHARE
Vogue Rules Natural Haircare Universe of Nine Key Marketers in Mass
Vogue, Estee Lauder Are Natural Shampoo Leaders
Vogue, Dabur/Namaste the Strongest in Conditioners
Estee Lauder is Sole Natural Player of Note in Shampoo-Conditioner Combo Packs
Dabur/Namaste, Vogue, Estee Lauder Dominate Hairdressings
Dabur/Namaste Has the Best-Selling Natural Relaxer
Renpure the Only Significant Marketer of Natural Hairspray in Mass
Namaste Dominates Hairdressings
Namaste Has the Best-Selling Natural Relaxer
Few or No Significant Showings in Other Product Segments
INTERNATIONAL PRODUCT TRENDS
About PLA Data…
New Natural Haircare Product Activity Centers on United States
Table 5-5: Introductions of New Natural Haircare Products, by Country, June 10, 2009-June 10, 2011
“Natural,” “Upscale,” “Organic” Are Top Claims/Tags on Natural Haircare Intros
Table 5-6: Introductions of New Natural Haircare Products, by Claims/Tags on Labels, June 10, 2009-June 10, 2011
Budding Natural Haircare Product Trends: Dry Shampoo, Haircolor
Dry Shampoo
Haircolor
CONSUMER ADVERTISING AND PROMOTIONS
Digital Media Level the Natural Haircare Playing Field
Haircare Blogs
Videos, Viral or Not
In Mags, Natural Haircare Products Relegated to Ad Showcases
Sources of Natural Haircare Ad Examples
CHAPTER 6: THE NATURAL MAKEUP CATEGORY
Highlights
THE PRODUCTS
Parameters of the Natural Makeup Category
Four Natural Makeup Segments Are Face, Eye, Lip, Nail
Face Makeup
Eye Makeup
Lip Color
Nail Polish
Special Note: Expect Lots of Action in Natural Nail Polish Segment
Natural Makeup Is Increasingly Cosmeceutical
CATEGORY SIZE AND GROWTH
Natural Makeup Category Reaching $455.0 Million in 2011
A Category with Strong Drivers and Limiters
Table 6-1: U.S. Retail Dollar Sales of Natural and Organic Makeup (Color Cosmetics), 2005-2011 (Dollars in Millions)
Lipcolor Is Dominator of Natural Makeup Sales in Mass Channels
Natural Grocery Channel Moves the Most Natural Makeup, But Is Leaking Share of Sell-Through
Table 6-2: Share of U.S. Retail Dollar Sales of Natural or Organic Makeup Products, by Retail Channel, 2006-2011 (Dollars in Thousands)
FACTORS IN FUTURE GROWTH
Natural Makeup’s Recession-Resistance
Calling All Girls… of All Ages
Boomer Women as Trailblazers
Gen-X Women Guide Their Households Through Hard Times
Gen-Y Women the Most Comfortable With Technology
Teens, Tweens Have Lip Gloss Habits
Makeup Choice a Very Personal Matter
Does This Face Powder or Lipstick Work?
Do They Have My Shade?
Vanity Overrules Wellness—So “Natural” Will Continue to Outsell “Organic”
This Could Be Major: Non-Toxic Nail Polishes
PROJECTED SALES
Natural Makeup to Hit $735 Million in 2016
Table 6-3: Projected U.S. Retail Dollar Sales of Natural/ Organic Makeup (Color Cosmetics), 2010-2016 (Dollars in Millions)
Natural Makeup’s Long-Range Forecast: $1.3 Billion in 2022
THE MARKETERS
As of 2011, Still 300-Plus Natural Makeup Marketers
... But a Mere Four Are Significant in Mass
Most Natural Makeup Firms Are Privately Held Specialists
Table of Marketers and Brands
Table 6-4: Leading Marketers of Natural Makeup, and Their Representative Brands
MARKETER AND BRAND SHARE
Four Natural Makeup Stars in Mass: Shiseido/Bare Escentuals, Clorox/Burt’s Bees, Physicians Formula, Yes To Carrots
Eye Makeup: Physicians Formula Still the Lone Natural Standout
Face Makeup: Physicians Formula Rules Here, Too
Lip Makeup: Clorox/Burt’s Bees Remains Dominant
Nail Polish/Treatments: Clorox/Burt’s Bees the Only Real Player/Brand in Mass
International Product Trends
INTERPRETING PLA DATA ON NATURAL MAKEUP ROLLOUTS…
U.S. Accounts for Half of New Natural Makeup Launches
Table 6-5: Introductions of New Natural or Organic Color Cosmetics (Makeup) Products, by Country, June 10, 2009-June 10, 2011
Top Three Claims on New Natural Makeup SKUs: “Natural,” “Upscale,” “Organic”
Table 6-6: Introductions of New Natural or Organic Color Cosmetics (Makeup) Products, by Claims/Tags Printed on Labeling, June 10, 2009-June 10, 2011
CONSUMER ADVERTISING AND PROMOTIONS
Print, Broadcast Complemented by Lower-Budget Media—Small Natural Makeup Marketers Empowered
Natural Makeup Print Ads
Beauty Blogs, Facebook Pages, and Consumers’ Own Reviews
Viral and Promo Videos
Majors Fight Back with Own Ad Strategies
Our Sources for Natural Makeup Ads
CHAPTER 7: THE COMPETITIVE SITUATION
Highlights
THE COMPETITIVE SITUATION
Brief Overview
Natural HBC Marketers Embrace Cross-Channel Ubiquity
“Organic” Is the Ideal, But “Natural” Is More Practical on the Supply-Side
Multicultural Consumers Seek Natural and Green Products
International Involvements Are Timely
Deals: Acquisitions, Divestments, and a Bankruptcy
2011
2010
2009
2008
2007
2006
Eight Competitive Profiles Follow…
COMPETITIVE PROFILE: DABUR INDIA LTD./NAMASTE LABORATORIES
Turnover of R41.1 Billion in 2011
Namaste Empowered on International Scene
COMPETITIVE PROFILE: THE ESTEE LAUDER COS., INC./AVEDA CORP.
Net Sales Leap to $8.8 Billion in FY2011
Estee’s Brand Stable Keyed to Reflect Real-Life Natural-to-Synthetic HBC Ratio
Four Natural Brands Out of 30
Aveda
Grassroots Research Labs
Ojon
Origins
Estee’s New Retail Model: High Touch
Other Estee Lauder Brands
COMPETITIVE PROFILE: THE HAIN CELESTIAL GROUP, INC.
Net Sales Hit $1.1 Billion (Again) in Fiscal 2011
Hain Actively Works Both Sides of Atlantic—and Pacific, Too
Hain as Serial Acquirer
Many Hain Celestial Brands Are Household Words
COMPETITIVE PROFILE: L’OREAL S.A./THE BODY SHOP INTERNATIONAL PLC
Sales of €19.5 Billion in 2010
Very Good Outlook for 2011
Founded in 1976, the Body Shop Is Age 5 in L’Oreal Years
L’Oreal’s Stable of Other Beauty Brands
COMPETITIVE PROFILE: NATURAL PRODUCTS GROUP LLC/ARBONNE AND NATURE’S GATE
Sales Estimated at About $500.0 Million
Arbonne International LLC Gets a High-Powered CEO
Levlad, Inc., and Its Blue Chip, Alterno Nature’s Gate Brand
THREE NATURAL SOAP MARKETERS TO WATCH
British Hipster Soap, Soap Nuts, and Soap That Sells Itself
MARKETER TO WATCH: LUSH HANDMADE COSMETICS, LTD.
Sales Estimated at $350-$400 Million in 2011
Lush Vertically Integrates/The Power of Lush
Out-of-the-Box Thinking Creates a Co-Positioning for Every Customer
MARKETER TO WATCH: NATUROLI BEAUTIFUL LLC
Naturoli Built Upon Ethics and a Sense of Adventure
Soap Nuts Bolster NaturOli’s Sales Base
MARKETER TO WATCH: SAPPO HILL SOAPWORKS
Skyrocketing Sales of Soap, Just Soap
CHAPTER 8: DISTRIBUTION AND RETAIL
Highlights
DISTRIBUTION
Product Paths for Natural HBC: Traditional Four-Step, DSD, and Direct Sales
AT THE RETAIL LEVEL
At Least 40,000 Doors in Natural Food/HBC Channel
FOCUS ON GREEN RETAIL TRENDS: ZERO WASTE, PRECYCLING, AND HOMEMADE HBC
Albertson’s Pledged to Zero Waste in 2012
Precycling: Where Are the Zero-Packaging Stores?
Crafting Natural HBC at Home May Spawn Small-Batch Firms
DISTRIBUTOR PROFILE: UNITED NATURAL FOODS, INC. (UNFI)
Net Sales Top $4.5 Billion in Fiscal 2011
UNFI, Largest Natural Grocery/HBC Distributor, Moves 60,000 Products
UNFI Unloads Non-Natural HBC, Sticks With Natural Versions
RETAILER PROFILE: KOKUA COUNTRY FOODS, INC./KOKUA MARKET
CHAPTER 9: THE NATURAL HBC CONSUMER
Highlights
THE PACKAGED FACTS ONLINE CONSUMER SURVEY 2011
Packaged Facts Interviews 2,000 Adults
How to Read the Index
The Overall Gauge
Table 9-1: Composition of Respondent-Base for Packaged Facts' Online Consumer Survey, by Demographic Factor, 2011 (Adults, In Recent 12 Months)
USE OF NATURAL PERSONAL CARE PRODUCTS: PSYCHOGRAPHICS AND ATTITUDES
Almost 40% of Adults Read Labels on Personal Care Products
A Third Keep Trying Natural Brands Till Finding Ones That Work
High Prices a Big Drag for Some—But Others Don’t Care
Lingering Concerns Regarding Natural HBC Safety and Efficacy
Consumers Define "Natural," "Organic," and "Green"
America Strives to Be Well
Packaging
Social Media and E-Tail: A Nation Going, Going—Gone!—Digital
Table 9-2: Share of Packaged Facts Survey Respondents, by Level of Agreement with 28 Statements/Attitudes Regarding Natural/Organic Personal Care Products, and/or These Products' Sales and Marketing Contexts, 2011 (Adults, In Recent 12 Months)
OVERVIEW OF THE NATURAL HBC CONSUMER
A Thriving Market, Driven by Few Users?! That Spells Big Potential
Natural Skincare and Haircare User-Bases Are Nearly Equal in Size
Table 9-3: Share of U.S. Users/Purchasers of Natural or Organic Personal Care Products, by Product Category and Segment, 2011 (Adults, In Recent Twelve Months)
Natural HBC User-Base Features Women, Relative Youth, Kids, College
Natural HBC Use Skews to Hispanics, African Americans
Table 9-4: Demographic Factors in Use of Any Natural or Organic Personal Care Products, 2011 (Adults, In Recent Twelve Months)
THE CONSUMER OF NATURAL SKINCARE PRODUCTS
One in 10 Adults Uses Natural Skincare Products
Moisturizer, Deodorant Most Widely Used Natural Skincare Items
Table 9-5: Share of U.S. Users/Purchasers of Natural or Organic Skincare Products, by Product Segment, 2011 (Adults, In Recent Twelve Months)
Boomers, College Grads, Both Genders, Are Stars in Natural Skincare Base
Table 9-6: Demographic Factors in Use of Natural or Organic Skincare Products, 2011 (Adults, In Recent Twelve Months)
THE CONSUMER OF NATURAL HAIRCARE PRODUCTS
In Natural Haircare Category, Too, One in 10 Adults Are Users
Haircare Products the Best Accepted of Natural HBC Categories
Table 9-7: Share of U.S. Users/Purchasers of Natural or Organic Haircare Products, by Product Segment, 2011 (Adults, In Recent Twelve Months)
Only Suburbanites Stand Out in Natural Haircare User-Base
Table 9-8: Demographic Factors in Use of Natural or Organic Haircare Products, 2011 (Adults, In Recent Twelve Months)
THE CONSUMER OF NATURAL MAKEUP PRODUCTS
One in Eight Women Use Natural Makeup
Foundation the Most Popular Natural Makeup Type
Table 9-9: Share of U.S. Users/Purchasers of Natural or Organic Makeup Products, by Product Segment, 2011 (Adults, In Recent Twelve Months)
Twentysomethings, Presence of Kids, Affluence, All Point to Novelty Factor
Table 9-10: Demographic Factors in Use of Natural or Organic Makeup (Color Cosmetics) Products, 2011 (Adults, In Recent Twelve Months)
USE OF SELECTED NATURAL HBC BRANDS
Burt’s Bees the Most Widely Used Natural HBC Brand
Table 9-11: U.S. Users of Natural or Organic Skincare, Haircare, and Makeup Products, by Use of Five Key Brands, 2011 (Adults, in Thousands; Recent 12 Months)
APPENDIX: ADDRESSES OF SELECTED MARKETERS
Report Parameters in Terms of Products, Retail Channels, and Solar Systems
“Natural” Often Encompasses “Organic”
Natural HBC Resists Recession, Rocks on to $8.5 Billion in 2011
Forecast: Natural HBC Predicted to Reach $13.6 Billion in 2016
Table 1-1: Projected U.S. Retail Dollar Sales of Natural/Organic Personal Care Products, by Category, 2010-2016 (Dollars in Millions)
Skincare Category Radiant at $5.9 Billion in 2011
Forecast: Natural Skincare Category to Ascend to $9.4 Billion in 2016
Natural Haircare Bumps Up to $2.1 Billion in 2011
Forecast: Natural Haircare to Surpass $3.5 Billion in 2016
Makeup Category Climbs to $455.0 Million in 2011
Forecast: Natural Makeup in Fast-and-Slow Progress to $735.0 Million in 2016
Americans Were Still Awakening to Natural HBC in 2005-2011
“Ubiquity” Describes Natural HBC’s Explosion Across U.S. Retail Channels
Natural, Mass, Prestige, Direct Channels in “Big Blur”— A Help or Hindrance?
Let’s Not Get Sick!
At Least 40,000 Doors in Natural Food/HBC Channel
Almost 40% of Adults Read Labels on Personal Care Products
A Third Keep Trying Natural Brands Till Finding Ones That Work
High Prices a Big Drag for Some—But Others Don’t Care
Natural Skincare and Haircare User-Bases Are Nearly Equal in Size
Table 1-2: Share of U.S. Users/Purchasers of Natural or Organic Personal Care Products, by Product Category and Segment, 2011 (Adults, In Recent Twelve Months)
CHAPTER 2: THE OVERALL U.S. NATURAL PERSONAL CARE MARKET
Highlights
INTRODUCTION
“Natural” vs. “Organic”
“Natural” Often Encompasses “Organic”
Formula, Positioning Determine Inclusion of Brands in This Report
Report Parameters in Terms of Products, Retail Channels, and Solar Systems
Sales Through All Channels Included in Our Estimates
Methodology
GLOSSARY
Twenty-One Useful Definitions
“Apps”
Carbon Footprint
Carbon Offset (also, Carbon Credit)
Cosmeceutical
CPG
Direct
Ethnic
Fair Trade
Green
HBC
Hydrosol
Market versus Category versus Segment
Mass Retail Channel(s)
m-Commerce
Over the Counter (OTC)
Prestige and Pop Prestige
Shopper Marketing
SKU
Specialty
Supermarket, Chain Drugstore, Mass Merchandiser
Sustainable (also, Renewable)
THE PRODUCTS
Three Natural HBC Categories: Skincare, Haircare, and Makeup
Skincare
Haircare
Makeup (Color Cosmetics)
Typical Natural HBC Ingredients
Rare Ingredients Afford Unique Positionings
Seven Controversial Ingredients
1,4-Dioxane
Bisphenol-A (BPA)
Hydrosols
Parabens
Phthalates
Propylene Glycol
SLFs (Sulfates)
REGULATION AND SAFETY
NSF/ANSI 305: “A Living Document”
Interview with Jaclyn Bowen, Soldier for Quality Organic Content
Table 2-1: History of Organic Personal Care Products Regulation and Standards in the United States, 1990-2011
OVERALL MARKET SIZE AND GROWTH
Natural HBC Resists Recession, Rocks on to $8.5 Billion in 2011
Americans Were Still Awakening to Natural HBC in 2005-2010
Table 2-2: U.S. Retail Dollar Sales of Natural and Organic Personal Care Products, by Category, 2005-2010 (Dollars in Millions)
Skincare Category Radiant at $5.9 Billion
Natural Haircare Bumps Up to $2.1 Billion
Makeup Category Climbs to $455.0 Million
Market Composition: Skincare Still Dominates, But Haircare Gains Ground
Table 2-3: Share of U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2002-2010
Market Composition: Organic Formulations Account for a Quarter of Retail Dollars
Market Composition: Mass Gains Slightly, Natural Grocery Loses Ground, “Other” Channels Win Share
Table 2-4: Share of U.S. Retail Dollar Sales of Natural or Organic Personal Care Products, by Retail Channel, 2006-2011 (Dollars in Thousands)
FACTORS IN FUTURE OVERALL MARKET GROWTH
Natural HBC Bucks 2008-2009 Recession, Offers Golden Potential Beyond 2011
Americans of All Ages 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 More and More Targetable—But Through Parents
“Ubiquity” Describes Natural HBC’s Explosion Across U.S. Retail Channels
... And for Older Kids, Aspirational Marketing
Devotees and Dabblers: The Greenest of Us Use Non-Natural HBC, Too
Natural, Mass, Prestige, Direct Channels in “Big Blur”— A Help or Hindrance?
Let’s Not Get Sick!
Natural/Organic Efforts of HBC Majors May Be Mistrusted
Natural Haircolor, Nail Polishes to Bolster Entire Market
PROJECTED OVERALL MARKET SALES
Natural HBC Predicted to Reach $13.6 Billion in 2016
Table 2-5: Projected U.S. Retail Dollar Sales of Natural/Organic Personal Care Products, by Category, 2010-2016 (Dollars in Millions)
Natural Skincare Category to Ascend to Nearly $9.4 Billion
Haircare to Surpass $3.5 Billion
Natural Makeup in Fast-and-Slow Progress to $735.0 Million
In Longer-Range Forecast, $24.2 Billion Possible in 2022
CHAPTER 3: INSIGHTS AND OPPORTUNITIES
Highlights
INSIGHTS AND OPPORTUNITIES
Four Issues to Address
“Organic” Is Nice, but Let’s Think “Natural”
Ubiquity and a Sharper Sword
Go International—Right Now!
Hot Spots for 2012
CHAPTER 4: THE NATURAL SKINCARE CATEGORY
Highlights
THE PRODUCTS
Scope of Natural Skincare Category
Natural/Organic Skincare Products Useful in Every Lifestage
Healthy = Beautiful
The Natural Skincare Category’s Seven Segments
Skincare Proper
Hand & Body Lotions
Deodorant
Soap
Bath Products
Suncare
Shaving Products
Fragrance Classed with Various Other Natural Skincare Products
Skincare Needs of Ethnic Consumers
…But Ethnics Spend More on Non-Ethnic Skincare Products
Ethnic Preferences in Natural Skincare Can Cross Over to Mainstream
Skincare for Teens/Tweens/Babies
NATURAL SKINCARE CATEGORY SIZE AND GROWTH
Skincare Category Pumps to $5.9 Billion in 2011
Table 4-1: U.S. Retail Dollar Sales of Natural and Organic Skincare Products, 2005-2010 (Dollars in Millions)
“Skincare Proper” Commands Share of Mass-Retail Sales by Product Segment…
…But Natural Grocery/HBC Stores Still Dominate Share of Sales by Outlet
Table 4-2: Share of U.S. Retail Dollar Sales of Natural or Organic Skincare Products, by Retail Channel, 2006-2010 (Dollars in Thousands)
FACTORS IN FUTURE GROWTH
Some Factors in Overall Market Growth Are Operative in Skincare Category, Too
Natural Skincare Is Recession-Resistant
In 2011, Americans of All Ages Consume Natural Skincare Products
Beware the Monster Frogs: America Fears Carcinogens, Other Toxins in Homes and Water Tables
Natural Skincare’s Bridges to Prestige and Mass Are Price, Universal Positionings on Conditions/Concerns
Rise of Ethnics to Help Natural Skincare Sales Grow for Next 30 Years
Women Re-Experience Acne During Menopause
Natural Fragrance a Tiny Niche in 2011, But Consumers Are Exploring It
PROJECTED SALES
Natural Skincare Category to Jump to $9.4 Billion by 2016
Long-Range, Natural Skincare Could Hit $16.5 Billion in 2022
Table 4-3: Projected U.S. Retail Dollar Sales of Natural/Organic Skincare Products, 2010-2016 (Dollars in Millions)
THE MARKETERS OF NATURAL SKINCARE PRODUCTS
In 2011, Still More Than 1,000 Competitors
In Mass, Few Significant Natural Skincare Marketers, But Collective Power Grows
Specialists Dominate Natural Skincare
Table of Marketers and Brands
Table 4-4: Leading Marketers of Natural Skincare Products, and Their Representative Brands, 2011
MARKETER AND BRAND SHARE
Many Natural Skincare Brands on Deck for Future Glory
Clorox, Hain Celestial Lead Skincare Proper
…and Same Duo Lead in Hand & Body Lotion, Too
Top Natural Deodorant Players Are Colgate and French Transit
Soap Segment: Clorox/Burt’s Bees, Dr. Bronner’s Outpace Rivals
Suncare: California Baby Outcrawls Much Bigger Companies
Skincare Proper
Hand & Body Lotion
Deodorant
Bubble Bath
INTERNATIONAL PRODUCT TRENDS
Notes on Use of PLA Data
In 2011, U.S. Still Hotbed for New Natural Skincare Products
Table 4-5: Introductions of New Natural Skincare Products, by Country, June 10, 2009-June 10, 2011
“Organic” and “Natural” Lead Skincare Descriptors on Labels
Table 4-6: Introductions of New Natural Skincare Products, by Claims/Tags Printed on Labeling, June 10, 2009-June 10, 2011
Four Interesting New Natural Skincare Products
CONSUMER ADVERTISING AND PROMOTIONS
Traditional Natural Skincare Ad Media Give Way to New and Newer Media
Videos, Viral and Otherwise
Banner Ads on the Web
Print Ad Themes for Natural Skincare Products
Refreshing Thirsty Skin
We Get Results
Wedding Green Thinking with Personal Health
Fighting Blemishes During Menopause
Aromatherapy and Stress Relief
Showcase Ads
Our Sources of Natural Skincare Ads
CHAPTER 5: THE NATURAL HAIRCARE CATEGORY
Highlights
THE PRODUCTS
Natural Haircare Category Defined
Same Three Product Segments as Mainstream, But Different Emphases
Shampoo and Conditioner
Styling Products and Treatments
All Other
Cosmeceutical Functions
Haircare Needs of U.S. Ethnic Population Sectors
Hispanics
African Americans
Asians
CATEGORY SIZE AND GROWTH
Natural Haircare Blasts to $1.9 Billion in 2010
Table 5-1: U.S. Retail Dollar Sales of Natural and Organic Haircare Products, 2005-2011 (Dollars in Millions)
Shampoo, Conditioner Still Rule Natural Haircare Sales by Segment
Dollars Migrate From Natural Grocery Channel to Mass and Direct— Then Away from Mass
Table 5-2: Share of U.S. Retail Dollar Sales of Natural or Organic Haircare Products, by Retail Channel, 2006-2011 (Dollars in Thousands)
FACTORS IN FUTURE GROWTH
Overall Market Positives Hold True in Natural Haircare Category
Natural Haircare Brands Not So Easily Commoditized As Non-Natural Brands…
Where’s the Foam?!
You’ll Keep It, If You Treat It Nice
African Americans Best Ethnic Target for Natural Haircare Marketers
But It’s Getting Easier to Position to Hispanics and
Asians
... And Minorities Are More Green-Minded Than Whites
Positioning to U.S. Blacks Ties in With Rising Economies in Africa
Natural Haircolor to Boom
PROJECTED SALES
Natural Haircare to Regain Double-Digit Pace, Will Hit $3.5 Billion in 2016
Table 5-3: Projected U.S. Retail Dollar Sales of Natural/Organic Haircare Products, 2010-2016 (Dollars in Millions)
Long-Range Forecast: $6.4 Billion in 2022
THE MARKETERS OF NATURAL HAIRCARE PRODUCTS
In 2011, Competitors in Natural Haircare May Top 1,200
In Mass, Only Nine (9) “Significados”
... But a Collective Force of 26 Other Marketers/Brands
Lies in Wait
Specialists Dominate Natural Haircare
Table of Marketers and Brands
Table 5-4: Leading Marketers of Natural Haircare Products, and Their Representative Brands
MARKETER AND BRAND SHARE
Vogue Rules Natural Haircare Universe of Nine Key Marketers in Mass
Vogue, Estee Lauder Are Natural Shampoo Leaders
Vogue, Dabur/Namaste the Strongest in Conditioners
Estee Lauder is Sole Natural Player of Note in Shampoo-Conditioner Combo Packs
Dabur/Namaste, Vogue, Estee Lauder Dominate Hairdressings
Dabur/Namaste Has the Best-Selling Natural Relaxer
Renpure the Only Significant Marketer of Natural Hairspray in Mass
Namaste Dominates Hairdressings
Namaste Has the Best-Selling Natural Relaxer
Few or No Significant Showings in Other Product Segments
INTERNATIONAL PRODUCT TRENDS
About PLA Data…
New Natural Haircare Product Activity Centers on United States
Table 5-5: Introductions of New Natural Haircare Products, by Country, June 10, 2009-June 10, 2011
“Natural,” “Upscale,” “Organic” Are Top Claims/Tags on Natural Haircare Intros
Table 5-6: Introductions of New Natural Haircare Products, by Claims/Tags on Labels, June 10, 2009-June 10, 2011
Budding Natural Haircare Product Trends: Dry Shampoo, Haircolor
Dry Shampoo
Haircolor
CONSUMER ADVERTISING AND PROMOTIONS
Digital Media Level the Natural Haircare Playing Field
Haircare Blogs
Videos, Viral or Not
In Mags, Natural Haircare Products Relegated to Ad Showcases
Sources of Natural Haircare Ad Examples
CHAPTER 6: THE NATURAL MAKEUP CATEGORY
Highlights
THE PRODUCTS
Parameters of the Natural Makeup Category
Four Natural Makeup Segments Are Face, Eye, Lip, Nail
Face Makeup
Eye Makeup
Lip Color
Nail Polish
Special Note: Expect Lots of Action in Natural Nail Polish Segment
Natural Makeup Is Increasingly Cosmeceutical
CATEGORY SIZE AND GROWTH
Natural Makeup Category Reaching $455.0 Million in 2011
A Category with Strong Drivers and Limiters
Table 6-1: U.S. Retail Dollar Sales of Natural and Organic Makeup (Color Cosmetics), 2005-2011 (Dollars in Millions)
Lipcolor Is Dominator of Natural Makeup Sales in Mass Channels
Natural Grocery Channel Moves the Most Natural Makeup, But Is Leaking Share of Sell-Through
Table 6-2: Share of U.S. Retail Dollar Sales of Natural or Organic Makeup Products, by Retail Channel, 2006-2011 (Dollars in Thousands)
FACTORS IN FUTURE GROWTH
Natural Makeup’s Recession-Resistance
Calling All Girls… of All Ages
Boomer Women as Trailblazers
Gen-X Women Guide Their Households Through Hard Times
Gen-Y Women the Most Comfortable With Technology
Teens, Tweens Have Lip Gloss Habits
Makeup Choice a Very Personal Matter
Does This Face Powder or Lipstick Work?
Do They Have My Shade?
Vanity Overrules Wellness—So “Natural” Will Continue to Outsell “Organic”
This Could Be Major: Non-Toxic Nail Polishes
PROJECTED SALES
Natural Makeup to Hit $735 Million in 2016
Table 6-3: Projected U.S. Retail Dollar Sales of Natural/ Organic Makeup (Color Cosmetics), 2010-2016 (Dollars in Millions)
Natural Makeup’s Long-Range Forecast: $1.3 Billion in 2022
THE MARKETERS
As of 2011, Still 300-Plus Natural Makeup Marketers
... But a Mere Four Are Significant in Mass
Most Natural Makeup Firms Are Privately Held Specialists
Table of Marketers and Brands
Table 6-4: Leading Marketers of Natural Makeup, and Their Representative Brands
MARKETER AND BRAND SHARE
Four Natural Makeup Stars in Mass: Shiseido/Bare Escentuals, Clorox/Burt’s Bees, Physicians Formula, Yes To Carrots
Eye Makeup: Physicians Formula Still the Lone Natural Standout
Face Makeup: Physicians Formula Rules Here, Too
Lip Makeup: Clorox/Burt’s Bees Remains Dominant
Nail Polish/Treatments: Clorox/Burt’s Bees the Only Real Player/Brand in Mass
International Product Trends
INTERPRETING PLA DATA ON NATURAL MAKEUP ROLLOUTS…
U.S. Accounts for Half of New Natural Makeup Launches
Table 6-5: Introductions of New Natural or Organic Color Cosmetics (Makeup) Products, by Country, June 10, 2009-June 10, 2011
Top Three Claims on New Natural Makeup SKUs: “Natural,” “Upscale,” “Organic”
Table 6-6: Introductions of New Natural or Organic Color Cosmetics (Makeup) Products, by Claims/Tags Printed on Labeling, June 10, 2009-June 10, 2011
CONSUMER ADVERTISING AND PROMOTIONS
Print, Broadcast Complemented by Lower-Budget Media—Small Natural Makeup Marketers Empowered
Natural Makeup Print Ads
Beauty Blogs, Facebook Pages, and Consumers’ Own Reviews
Viral and Promo Videos
Majors Fight Back with Own Ad Strategies
Our Sources for Natural Makeup Ads
CHAPTER 7: THE COMPETITIVE SITUATION
Highlights
THE COMPETITIVE SITUATION
Brief Overview
Natural HBC Marketers Embrace Cross-Channel Ubiquity
“Organic” Is the Ideal, But “Natural” Is More Practical on the Supply-Side
Multicultural Consumers Seek Natural and Green Products
International Involvements Are Timely
Deals: Acquisitions, Divestments, and a Bankruptcy
2011
2010
2009
2008
2007
2006
Eight Competitive Profiles Follow…
COMPETITIVE PROFILE: DABUR INDIA LTD./NAMASTE LABORATORIES
Turnover of R41.1 Billion in 2011
Namaste Empowered on International Scene
COMPETITIVE PROFILE: THE ESTEE LAUDER COS., INC./AVEDA CORP.
Net Sales Leap to $8.8 Billion in FY2011
Estee’s Brand Stable Keyed to Reflect Real-Life Natural-to-Synthetic HBC Ratio
Four Natural Brands Out of 30
Aveda
Grassroots Research Labs
Ojon
Origins
Estee’s New Retail Model: High Touch
Other Estee Lauder Brands
COMPETITIVE PROFILE: THE HAIN CELESTIAL GROUP, INC.
Net Sales Hit $1.1 Billion (Again) in Fiscal 2011
Hain Actively Works Both Sides of Atlantic—and Pacific, Too
Hain as Serial Acquirer
Many Hain Celestial Brands Are Household Words
COMPETITIVE PROFILE: L’OREAL S.A./THE BODY SHOP INTERNATIONAL PLC
Sales of €19.5 Billion in 2010
Very Good Outlook for 2011
Founded in 1976, the Body Shop Is Age 5 in L’Oreal Years
L’Oreal’s Stable of Other Beauty Brands
COMPETITIVE PROFILE: NATURAL PRODUCTS GROUP LLC/ARBONNE AND NATURE’S GATE
Sales Estimated at About $500.0 Million
Arbonne International LLC Gets a High-Powered CEO
Levlad, Inc., and Its Blue Chip, Alterno Nature’s Gate Brand
THREE NATURAL SOAP MARKETERS TO WATCH
British Hipster Soap, Soap Nuts, and Soap That Sells Itself
MARKETER TO WATCH: LUSH HANDMADE COSMETICS, LTD.
Sales Estimated at $350-$400 Million in 2011
Lush Vertically Integrates/The Power of Lush
Out-of-the-Box Thinking Creates a Co-Positioning for Every Customer
MARKETER TO WATCH: NATUROLI BEAUTIFUL LLC
Naturoli Built Upon Ethics and a Sense of Adventure
Soap Nuts Bolster NaturOli’s Sales Base
MARKETER TO WATCH: SAPPO HILL SOAPWORKS
Skyrocketing Sales of Soap, Just Soap
CHAPTER 8: DISTRIBUTION AND RETAIL
Highlights
DISTRIBUTION
Product Paths for Natural HBC: Traditional Four-Step, DSD, and Direct Sales
AT THE RETAIL LEVEL
At Least 40,000 Doors in Natural Food/HBC Channel
FOCUS ON GREEN RETAIL TRENDS: ZERO WASTE, PRECYCLING, AND HOMEMADE HBC
Albertson’s Pledged to Zero Waste in 2012
Precycling: Where Are the Zero-Packaging Stores?
Crafting Natural HBC at Home May Spawn Small-Batch Firms
DISTRIBUTOR PROFILE: UNITED NATURAL FOODS, INC. (UNFI)
Net Sales Top $4.5 Billion in Fiscal 2011
UNFI, Largest Natural Grocery/HBC Distributor, Moves 60,000 Products
UNFI Unloads Non-Natural HBC, Sticks With Natural Versions
RETAILER PROFILE: KOKUA COUNTRY FOODS, INC./KOKUA MARKET
CHAPTER 9: THE NATURAL HBC CONSUMER
Highlights
THE PACKAGED FACTS ONLINE CONSUMER SURVEY 2011
Packaged Facts Interviews 2,000 Adults
How to Read the Index
The Overall Gauge
Table 9-1: Composition of Respondent-Base for Packaged Facts' Online Consumer Survey, by Demographic Factor, 2011 (Adults, In Recent 12 Months)
USE OF NATURAL PERSONAL CARE PRODUCTS: PSYCHOGRAPHICS AND ATTITUDES
Almost 40% of Adults Read Labels on Personal Care Products
A Third Keep Trying Natural Brands Till Finding Ones That Work
High Prices a Big Drag for Some—But Others Don’t Care
Lingering Concerns Regarding Natural HBC Safety and Efficacy
Consumers Define "Natural," "Organic," and "Green"
America Strives to Be Well
Packaging
Social Media and E-Tail: A Nation Going, Going—Gone!—Digital
Table 9-2: Share of Packaged Facts Survey Respondents, by Level of Agreement with 28 Statements/Attitudes Regarding Natural/Organic Personal Care Products, and/or These Products' Sales and Marketing Contexts, 2011 (Adults, In Recent 12 Months)
OVERVIEW OF THE NATURAL HBC CONSUMER
A Thriving Market, Driven by Few Users?! That Spells Big Potential
Natural Skincare and Haircare User-Bases Are Nearly Equal in Size
Table 9-3: Share of U.S. Users/Purchasers of Natural or Organic Personal Care Products, by Product Category and Segment, 2011 (Adults, In Recent Twelve Months)
Natural HBC User-Base Features Women, Relative Youth, Kids, College
Natural HBC Use Skews to Hispanics, African Americans
Table 9-4: Demographic Factors in Use of Any Natural or Organic Personal Care Products, 2011 (Adults, In Recent Twelve Months)
THE CONSUMER OF NATURAL SKINCARE PRODUCTS
One in 10 Adults Uses Natural Skincare Products
Moisturizer, Deodorant Most Widely Used Natural Skincare Items
Table 9-5: Share of U.S. Users/Purchasers of Natural or Organic Skincare Products, by Product Segment, 2011 (Adults, In Recent Twelve Months)
Boomers, College Grads, Both Genders, Are Stars in Natural Skincare Base
Table 9-6: Demographic Factors in Use of Natural or Organic Skincare Products, 2011 (Adults, In Recent Twelve Months)
THE CONSUMER OF NATURAL HAIRCARE PRODUCTS
In Natural Haircare Category, Too, One in 10 Adults Are Users
Haircare Products the Best Accepted of Natural HBC Categories
Table 9-7: Share of U.S. Users/Purchasers of Natural or Organic Haircare Products, by Product Segment, 2011 (Adults, In Recent Twelve Months)
Only Suburbanites Stand Out in Natural Haircare User-Base
Table 9-8: Demographic Factors in Use of Natural or Organic Haircare Products, 2011 (Adults, In Recent Twelve Months)
THE CONSUMER OF NATURAL MAKEUP PRODUCTS
One in Eight Women Use Natural Makeup
Foundation the Most Popular Natural Makeup Type
Table 9-9: Share of U.S. Users/Purchasers of Natural or Organic Makeup Products, by Product Segment, 2011 (Adults, In Recent Twelve Months)
Twentysomethings, Presence of Kids, Affluence, All Point to Novelty Factor
Table 9-10: Demographic Factors in Use of Natural or Organic Makeup (Color Cosmetics) Products, 2011 (Adults, In Recent Twelve Months)
USE OF SELECTED NATURAL HBC BRANDS
Burt’s Bees the Most Widely Used Natural HBC Brand
Table 9-11: U.S. Users of Natural or Organic Skincare, Haircare, and Makeup Products, by Use of Five Key Brands, 2011 (Adults, in Thousands; Recent 12 Months)
APPENDIX: ADDRESSES OF SELECTED MARKETERS
