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Natural Personal Care Consumers: Unlocking Future Potential
Datamonitor, March 2007, Pages: 90
Chapter 1.
Executive summary 3
The Hot topic 3
The future decoded 3
Action points 5
Chapter 2.
The future decoded 15
Introduction 15
Legislative loopholes create definitional complications 16
It is helpful to segment the market by narrow, broad and organic 16
The narrow definition follows a stricter set of criteria 17
TREND: The overall market for natural personal care has and will continue to grow strongly 17
Combined natural personal care spend in Europe and the US will exceed US$20bn by 2011 17
Growth in the Asia-Pacific region will outpace some European countries 18
More consumers are actively seeking out natural ingredient based products 21
Organic personal care goods are seeing particularly strong growth 22
Narrow definition natural personal care represents the core natural market 23
Broad definition products continue to make up some of the largest markets 25
Sector growth is being driven by skincare and haircare markets 27
Market growth is reflected by product development 30
TREND: Consumers are acting increasingly ethically 31
The proportion of consumers acting ethically is growing 31
Consumers across a broad range of demographics are embracing ethical consumerism 32
Well educated consumers spend more on ethical purchases 34
Lower income families are often untargeted 35
Consumers are increasingly likely to pay more for ethical goods 35
INSIGHT: Core users of natural personal care are becoming more mainstream 37
Many key consumer segments are seeking out natural personal care products more 37
Education, rather than income, is the key driver of organics usage 39
Consumers who seek out Natural Personal care products are more likely to buy ethically 41
Entry points into the market mirror the natural and fresh food industry 41
INSIGHT: Using natural personal care products is not typically an altruistic act 43
Consumers can associate natural personal care with superior effectiveness 43
Some consumers are still wary of natural personal care products effectiveness 44
Consumers perceive natural personal care products to be healthier 45
Consumers are trying to avoid certain ingredients perceived as harmful to their skin 46
INSIGHT: Many consumers suffer from sensitive skin or rashes as well as skin healing problems 48
Many consumers suffer from but dont act upon their skin concerns 48
Natural skincare seekers are more concerned about skin rashes and sensitive skin 49
Skin dryness is the biggest concern of natural skincare consumers 50
INSIGHT: Consumers respond positively to natural products that are worthy, quality and therapeutic 51
Being worthy is no longer enough for todays demanding consumers 51
Consumers associate natural products with superior sensual quality 52
Sensory needs are driving the switch to natural fragrances 53
Natural materials are being used more in the bathroom as it becomes a key zone for wellness seeking consumers 54
There are a number of popular natural ingredients that consumers are embracing 54
INSIGHT: Consumers lack trust in many mass market brands 55
Natural brands are typically deemed to be more trustworthy 56
Consumer trust in organic food and drink is high 56
Consumers are confused by naturally positioned products 57
Conclusions 59
Chapter 3.
Action points 60
ACTION: Develop and tailor strategies towards specific natural classifications 61
Use natural positioning to develop a unique proposition 62
Use your brand to develop cross-over opportunities 63
Seek out acquisition opportunities to gain a stronger market foothold 63
ACTION: Reflect consumers increasing interest and knowledge of ethical consumerism 64
Natural products should tap the connectivity mega-trend 65
Offer transparency in business practices and socially responsible behavior 66
Show consumers that your CSR activities are not just PR 67
Make verifiable claims about natural products 67
Ensure that claims can be substantiated 68
Make sure your natural ingredients are ethically sourced 68
Case study: The Body Shop Community Trade program 68
ACTION: Target consumer segments with currently low involvement - but ripe for growth 68
Offer products at various price points 69
Develop and improve relevant distribution channels 69
Ensure shelf stand-out as naturals go mainstream 70
Include men in natural personal care offerings 71
Target growth in Tween and Teen consumers 71
Use targeted media and promotions to develop segment-specific campaigns 72
Use the Internet to develop new online communities to inform consumers 72
ACTION: Effectively promote the efficacy of natural personal care 73
Improve the provision of information to consumers 75
ACTION: Focus on the health benefits of natural alternatives 77
Bridge the attitude/ behavior gap by prompting consumers to act on their skin concerns 78
Focus on the benefits of natural alternatives with regard to skin dryness 79
ACTION: Promote themes of being worthy, quality and therapeutic 79
Endeavor to assign attributes of quality and premium to products and brands 80
Promote the superior sensory aspects of natural personal care and their associated therapeutic benefits 80
Chapter 4.
Appendix 82
Supplementary data 82
Definitions 88
Research methodology 89
How to contact experts in your industry
List of Tables
Table 1: Total market value for natural personal care (US$ millions), by country and market definition 2001, 2006, 2011 19
Table 2: Per capital value consumption (US$) for natural personal care, by country and market definition 2001, 2006, 2011 20
Table 3: Consumer response to question: To what extent have you sought cosmetic and toiletry products that have natural ingredients or properties more or less in the past year? 2006 21
Table 4: Organic personal care market (US$ m) by country, 2001, 2006, 2011 22
Table 5: Narrow natural personal care market (US$ m), by country, 2001, 2006, 2011 24
Table 6: Broad natural personal care market (US$ m), by country, 2001, 2006, 2011 26
Table 7: Natural personal market (US$ m) by product category, Europe and US, 2001, 2006, 2011 28
Table 8: Natural and organic new product development in personal care, 1996-2006, US and Europe 30
Table 9: Motivators for the use of natural personal care products (% survey respondents citing) 43
Table 10: European narrow natural personal care market value (US$ m) by country, by market segment, 2001, 2006, 2011 82
Table 11: European broad natural personal care market value (US$ m) by country, by market segment, 2001, 2006, 2011 84
Table 12: European organic natural personal care market value (US$ m) by country, by market segment, 2001, 2006, 2011 86
Table 13: Japan natural personal care market value (US$ m) by natural classification, by market segment, 2001, 2006, 2011 87
Table 14: Australia natural personal care market value (US$ m) by natural classification, by market segment, 2001, 2006, 2011
List of Figures
Figure 1: Natural personal care growth is primarily driven by the health mega-trend but other trends are also influential 15
Figure 2: Natural personal care is best analyzed from the perspective of broad, narrow and organic definitions 16
Figure 3: The impressive growth of the US organic market looks set to continue 23
Figure 4: France is witnessing the strongest growth in narrowly defined natural personal care products 25
Figure 5: The US will continue to be the largest broad definition natural personal care market 27
Figure 6: Skincare and haircare will continue to be the largest natural personal care markets in the US and Europe 29
Figure 7: Positive attitudes towards ethical consumption are beginning to translate into actual behavior 32
Figure 8: Proportion of consumers who believed it was important or very important to buy ethical or socially responsible goods in 2004. 33
Figure 9: Proportion of consumers who bought more ethical or socially-responsible grocery items in 2006 34
Figure 10: Consumers with higher education drive ethical spend 35
Figure 11: Willingness to pay more for ethical products by country, 2000-2005 36
Figure 12: Proportion of consumers who actively sought more personal care products with natural ingredients or properties in 2006 39
Figure 13: Consumers of higher education in Europe and the US are more likely to seek natural ingredients in personal care products 40
Figure 14: Consumers who seek out personal care products with natural ingredients are also more likely to buy ethically in general 41
Figure 15: Some consumers trade up their involvement in natural personal care over time 42
Figure 16: Proportion of consumers who deliberately avoided certain cosmetics and toiletries because of fears over certain ingredients more in 2006 47
Figure 17: Spanish consumers have the largest attitudinal gap between being concerned about skin rashes and sensitive skin yet not acting upon this 49
Figure 18: Natural seekers in Sweden, the US and the UK are far more concerned about sensitive skin than their average populations 50
Figure 19: Consumer survey: How much of a concern is skin dryness to you? Natural seekers, by country, 2006 51
Figure 20: Proportion of consumers who have deliberately sought out cosmetics with calming or therapeutic ingredients or properties US & Europe, 2006 53
Figure 21: Only 33% of European and US consumers consider cosmetic and toiletry companies to be trustworthy 55
Figure 22: Consumer trust in natural and organic products relative to conventional food and drink 57
Figure 23: There is a clear link between natural personal care consumer insight and how manufacturers should target consumers in the future 59
Figure 24: The natural personal care classifications of broad, narrow and organic have very different characteristics 61
Figure 25: Natural personal care companies are increasingly being targeted for acquisition by bigger mainstream players 64
Figure 26: Perceptions of ethical behavior are becoming more sophisticated 65
Figure 27: Consumer survey: 'Which of these ethical commitments would most improve your disposition towards buying a particular companys food, drink or personal products?' 66
Figure 28: Opportunities are available to expand natural personal care more into mass market and super-premium positioning 69
Figure 29: Packaging design should ensure shelf stand-out 70
Figure 30: Targeting natural offerings at male consumers can be successful 71
Figure 31: Develop natural offerings to appeal to the growing Tween and Teen personal care market 72
Figure 32: Efficacy-driven marketing is influenced by product formulation 75
Figure 33: The Internet can be utilized to help consumers learn about the benefits of natural products 76
Figure 34: Natural products should promote their health benefits 78
Figure 35: Focusing on natural products benefits towards consumers skin concerns can add value 79
Figure 36: Natural personal care can offer attributes of both worthy and quality 80
Figure 37: Therapeutic and sensual qualities can be received very well by consumers 81
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