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2009 Natural & Organic Personal Care & Household Products Report
Nutrition Business Journal, Jan 2009
1. EXECUTIVE SUMMARY
2. ACKNOWLEDGEMENTS & DEFINITIONS
2.1. ACKNOWLEDGEMENTS
2.2. RESEARCH METHODOLOGY
2.2.1. Disclaimer
2.2.2. Copyright
2.3. DEFINITIONS
2.3.1. Product Categories
2.3.2. Sales Channels
3. MARKET DATA & OVERVIEW
3.1. U.S. NATURAL & ORGANIC PERSONAL CARE
3.1.1. Product Category Sales
3.1.1. Natural & Organic vs. Conventional
3.1.2. Channel Sales
3.1.1. Growth & Forecast
3.2. U.S. NATURAL & ORGANIC HOUSEHOLD PRODUCTS
3.2.1. Product Category Sales
3.2.2. Natural & Organic vs. Conventional
3.2.3. Channel Sales
3.2.4. Growth & Forecast
3.3. TRENDS
3.3.1. Market Trend: Product Development Slowdown
3.3.2. Product Trend: Private Label
3.3.3. Ingredient Trend: Skincare You Can Eat
3.3.4. Delivery Trend: Beauty from Within
3.3.5. Science Trend: Filling the Science Void
3.3.6. Regulatory & Standards Issues
3.3.7. Consumer Trend: Spending Habits
3.3.8. Ingredient Trends
3.3.9. Global Trend: European N&OPC
3.4. MERGERS & ACQUISITIONS
3.4.1. 2008: A Tale of Two Halves
3.4.2. Private-Equity and VC Deals
3.4.3. High Growth Drives Activity
3.4.4. What to Watch For in 2009
3.4.5. M&A and Joint Venture Profiles
4. PRODUCTS
4.1. NATURAL & ORGANIC PERSONAL CARE
4.1.1. Skincare
4.1.2. Hair Care
4.1.3. Soap
4.1.4. Oral Hygiene
4.1.5. Cosmetics
4.1.6. Fragrances & Aromatherapy
4.1.7. Deodorants
4.1.8. Baby Care
4.1.9. Bath Products
4.1.10. Shaving Products
4.1.11. Feminine Hygiene
4.1.12. Nail Care
4.2. HOUSEHOLD PRODUCTS
4.2.1. Household Cleaners
4.2.2. Pet Food
4.2.3. Fiber (Linens & Clothing)
4.2.4. Flowers
5. SALES CHANNELS & DISTRIBUTION
5.1. RETAIL CHANNELS
5.1.1. Spas and N&OPC
5.2. DIRECT CHANNELS
5.2.1. Web Aglow with N&OPC Sales
5.2.1. MLM’s Push Innovations
5.2.1. Science Powers Nu Skin Sales
6. COMPANY SPOTLIGHT & EXECUTIVE Q&A
6.1. YES! TO LTD.’S FOOD-BASED PERSONAL CARE
6.1.1. Courting Mass
6.1.2. Food-Based Skincare
6.1.3. What's Next?
6.2. PANGEA CONTINUES GROWTH SPREE WHILE STICKING TO ITS VALUES
6.2.1. The Story Behind the Soap
6.2.2. A Brand to Believe In
6.2.3. Pioneering New Territory
6.2.4. Pangea’s Guardrails
6.2.5. An Outside Perspective
6.2.6. A Positive Example
6.3. MYCHELLE DERMACEUTICAL'S PRODUCTS BEAR FRUIT ONLINE
6.4. Q&A WITH SEVENTH GENERATION'S JEFFREY HOLLENDER
7. COMPANY PROFILES
7.1. NATURAL & ORGANIC PERSONAL CARE
7.1.1. Aubrey Organics, Inc.
7.1.2. Aura Cacia (Frontier Natural Co-op)
7.1.3. Auromere Inc.
7.1.4. Aveda (Estee Lauder)
7.1.5. Aveeno (Johnson & Johnson)
7.1.6. Avon
7.1.7. Bare Escentuals
7.1.8. Biotene (GlaxoSmithKline Consumer Healthcare)
7.1.9. Börlind of Germany
7.1.10. Burt's Bees (Clorox)
7.1.11. California Baby Botanical Skin Care
7.1.12. Camocare (Nature's Way )
7.1.13. Derma E Natural Bodycare
7.1.14. Desert Essence (Country Life)
7.1.15. Dr. Bronner's
7.1.16. Dr. Hauschka
7.1.17. Earth Science (Earth Essentials, Inc. )
7.1.18. EO Products
7.1.19. Erbaviva, LLC (erbaorganics)
7.1.20. Gabriel Cosmetics Inc.
7.1.21. Giovanni Cosmetics, Inc.
7.1.22. Hain Celestial Group
7.1.23. Herbatint (Bioforce USA)
7.1.24. Jamieson Laboratories
7.1.25. Jurlique
7.1.26. Kiss My Face
7.1.27. Lafe's Natural Bodycare
7.1.28. Lily of the Desert
7.1.29. MyChelle Dermaceuticals, LLC
7.1.30. Nature's Gate (Levlad Inc.)
7.1.31. Nu Skin
7.1.32. Origins Organics (Estee Lauder)
7.1.33. Pangea Organics
7.1.34. Perricone M.D., Ltd.
7.1.35. Rachel Perry Inc.
7.1.36. Reviva Labs Inc.
7.1.37. ShiKai
7.1.38. Sonoma Soap Company
7.1.39. The Body Shop (L'Oreal)
7.1.40. The Natural Dentist
7.1.41. Tom's of Maine (Colgate/Palmolive)
7.1.42. Weleda Inc.
7.1.43. Yes To Carrots
7.2. NATURAL & ORGANIC HOUSEHOLD PRODUCTS
7.2.1. Bi-O-Kleen Industries, Inc.
7.2.2. Earth Friendly Products
7.2.3. Ecover
7.2.4. Green Works (Clorox)
7.2.5. Halo, Purely for Pets
7.2.6. Pet Promise (Natural Pet Nutrition)
7.2.7. Nestle Purina Petcare
7.2.8. Newman's Own Organics
7.2.9. Petguard, Inc.
7.2.10. Seventh Generation
INDEX OF FIGURES
Figure 1-1 Total N&OPC & Household Products Growth, 1998-2017e
Figure 3-1 U.S. Total Natural & Organic Personal Care Sales by Product, 2008
Figure 3-2 U.S. Total Natural & Organic Personal Care Sales by Product, 2008
Figure 3-3 U.S. N&OPC Sales by Product, 1997-2008
Figure 3-4 U.S. N&OPC Sales by Product as % of N&OPC Total, 1997-2008
Figure 3-5 U.S. N&OPC Sales Growth by Product, 1997-2008
Figure 3-6 U.S. N&OPC Sales Growth by Product, 2008
Figure 3-7 U.S. N&OPC Sales & Annual Growth, 1997-2017e
Figure 3-8 Top U.S. Natural & Organic Personal Care Companies, 2008
Figure 3-9 U.S. HBC vs. Natural & Organic Personal Care Sales, 2008
Figure 3-10 U.S. Natural & Organic Personal Care vs. HBC Sales and Growth, 1997-2008
Figure 3-11 U.S. Natural & Organic Personal Care vs. HBC Annual Sales Growth, 2000-2017e
Figure 3-12 U.S. Total Natural & Organic Personal Care Sales by Channel, 2008
Figure 3-13 U.S. Total Natural & Organic Personal Care Sales and Annual Growth by Channel, 2006-2008
Figure 3-14 U.S. N&OPC Sales by Product, 2009e-2017e
Figure 3-15 U.S. N&OPC Sales by Product as % of N&OPC Total, 2009e-2017e
Figure 3-16 U.S. N&OPC Sales Growth by Product , 2009e-2017e
Figure 3-17 U.S. N&OPC Compound Annual Growth Forecast by Product, 2009e-2017e
Figure 3-18 U.S. Natural & Organic Personal Care vs. HBC Sales and Growth, 2009e-2017e
Figure 3-19 U.S. Total Natural & Organic Household Product Sales by Product, 2008
Figure 3-20 U.S. Natural & Organic Household Product Sales by Product, 1997-2008
Figure 3-21 U.S. N&O Household Product Sales by Product as % of N&OHP Total , 1997-2008
Figure 3-22 U.S. N&O Household Product Sales Growth by Product, 1997-2008
Figure 3-23 U.S. N&O Household Product Sales Growth by Product, 2008
Figure 3-24 U.S. N&O Household Product Sales & Annual Growth, 2000-2017e
Figure 3-25 U.S. Total vs. Natural & Organic Household Product Sales, 2008
Figure 3-26 U.S. Total vs. Natural & Organic Household Products Sales and Growth, 1997-2008
Figure 3-27 U.S. Total vs. Natural & Organic Household Sales Growth, 2000-2017e
Figure 3-28 U.S. Total Natural & Organic Household Product Sales by Channel, 2008
Figure 3-29 U.S. Total Natural & Organic Household Sales and Annual Growth by Channel, 2006-2008
Figure 3-30 U.S. N&O Household Product Sales by Product, 2009e-2017e
Figure 3-31 U.S. N&O Household Product Sales by Product as % of N&OHC Total, 2009e-2017e
Figure 3-32 U.S. N&O Household Product Sales Growth by Product, 2009e-2017e
Figure 3-33 U.S. N&O Household Product Compound Annual Growth Forecast by Product, 2009e-2017e
Figure 3-34 U.S. Total vs. Natural & Organic Household Products Sales and Growth, 2009e-2017e
Figure 3-35 NBJ Survey Data: Importance of Scientific Research to Support Efficacy Claims
Figure 3-36 NBJ Survey Data: Importance of Establishing & Enforcing Standards
Figure 3-37 Personal Care Companies on Ingredients
Figure 3-38 Greenguide’s Dirty Dozen Chemicals in Cosmetics, Table I
Figure 3-39 Greenguide’s Dirty Dozen Chemicals in Cosmetics, Table II
Figure 3-40 Which of the following store characteristics are important to you when purchasing personal care
products?
Figure 3-41 Which of the following best describes your attitude toward fair-trade personal care products?
Figure 3-42 Selected Deals in Natural & Organic Personal Care, Household, and Cosmeceutical Products
Figure 4-1 U.S. Natural & Organic Skincare as a Percentage of Total N&OPC Sales, 2008
Figure 4-2 U.S. Natural & Organic Skincare & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-3 U.S. Total Natural & Organic Skincare Sales by Channel, 2008
Figure 4-4 U.S. Natural & Organic Skincare Sales and Growth by Channel, 2006-2008
Figure 4-5 U.S. Natural & Organic Skincare & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-6 U.S. Natural & Organic Skincare Sales & Annual Growth, 2000-2017e
Figure 4-7 U.S. Natural & Organic Skincare vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-8 U.S. Natural & Organic Hair Care as a Percentage of Total N&OPC Sales, 2008
Figure 4-9 U.S. Natural & Organic Hair Care & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-10 U.S. Total Natural & Organic Hair Care Sales by Channel, 2008
Figure 4-11 U.S. Natural & Organic Hair Care Sales and Growth by Channel, 2006-2008
Figure 4-12 U.S. Natural & Organic Hair Care & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-13 U.S. Natural & Organic Hair Care Sales & Annual Growth, 2000-2017e
Figure 4-14 U.S. Natural & Organic Hair Care vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-15 U.S. Natural & Organic Soap as a Percentage of Total N&OPC Sales, 2008
Figure 4-16 U.S. Natural & Organic Soap & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-17 U.S. Total Natural & Organic Soap Sales by Channel, 2008
Figure 4-18 U.S. Natural & Organic Soap Sales and Growth by Channel, 2006-2008
Figure 4-19 U.S. Natural & Organic Soap & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-20 U.S. Natural & Organic Soap Sales & Annual Growth, 2000-2017e
Figure 4-21 U.S. Natural & Organic Soap vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-22 U.S. Natural & Organic Oral Hygiene as a Percentage of Total N&OPC Sales, 2008
Figure 4-23 U.S. Natural & Organic Oral Hygiene & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-24 U.S. Total Natural & Organic Oral Hygiene Sales by Channel, 2008
Figure 4-25 U.S. Natural & Organic Oral Hygiene Sales and Growth by Channel, 2006-2008
Figure 4-26 U.S. Natural & Organic Oral Hygiene & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-27 U.S. Natural & Organic Oral Hygiene Sales & Annual Growth, 2000-2017e
Figure 4-28 U.S. Natural & Organic Oral Hygiene vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-29 U.S. Natural & Organic Cosmetics as a Percentage of Total N&OPC Sales, 2008
Figure 4-30 U.S. Natural & Organic Cosmetics & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-31 U.S. Total Natural & Organic Cosmetics Sales by Channel, 2008
Figure 4-32 U.S. Natural & Organic Cosmetics Sales and Growth by Channel, 2006-2008
Figure 4-33 U.S. Natural & Organic Cosmetics & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-34 U.S. Natural & Organic Cosmetics Sales & Annual Growth, 2000-2017e
Figure 4-35 U.S. Natural & Organic Cosmetics vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-36 U.S. Natural & Organic Fragrances/Aromatherapy as a Percentage of Total N&OPC Sales, 2008
Figure 4-37 U.S. Natural & Organic Fragrances/Aromatherapy & Total N&OPC Product Sales and Growth, 1997-
2008
Figure 4-38 U.S. Total Natural & Organic Fragrances/Aromatherapy Sales by Channel, 2008
Figure 4-39 U.S. Natural & Organic Fragrances/Aromatherapy Sales and Growth by Channel, 2006-2008
Figure 4-40 U.S. Natural & Organic Fragrances/Aromatherapy & Total N&OPC Product Sales and Growth, 2009e-
2017e
Figure 4-41 U.S. Natural & Organic Fragrances/Aromatherapy Sales & Annual Growth, 2000-2017e
Figure 4-42 U.S. Natural & Organic Fragrances/Aromatherapy vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-43 U.S. Natural & Organic Deodorants as a Percentage of Total N&OPC Sales, 2008
Figure 4-44 U.S. Natural & Organic Deodorants & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-45 U.S. Total Natural & Organic Deodorants Sales by Channel, 2008
Figure 4-46 U.S. Natural & Organic Deodorants Sales and Growth by Channel, 2006-2008
Figure 4-47 U.S. Natural & Organic Deodorants & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-48 U.S. Natural & Organic Deodorants Sales & Annual Growth, 2000-2017e
Figure 4-49 U.S. Natural & Organic Deodorants vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-50 U.S. Natural & Organic Baby Care as a Percentage of Total N&OPC Sales, 2008
Figure 4-51 U.S. Natural & Organic Baby Care & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-52 U.S. Total Natural & Organic Baby Care Sales by Channel, 2008
Figure 4-53 U.S. Natural & Organic Baby Care Sales and Growth by Channel, 2006-2008
Figure 4-54 U.S. Natural & Organic Baby Care & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-55 U.S. Natural & Organic Baby Care Sales & Annual Growth, 2000-2017e
Figure 4-56 U.S. Natural & Organic Baby Care vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-57 U.S. Natural & Organic Bath Products as a Percentage of Total N&OPC Sales, 2008
Figure 4-58 U.S. Natural & Organic Bath Products & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-59 U.S. Total Natural & Organic Bath Products Sales by Channel, 2008
Figure 4-60 U.S. Natural & Organic Bath Products Sales and Growth by Channel, 2006-2008
Figure 4-61 U.S. Natural & Organic Bath Products & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-62 U.S. Natural & Organic Bath Products Sales & Annual Growth, 2000-2017e
Figure 4-63 U.S. Natural & Organic Bath Products vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-64 U.S. Natural & Organic Shaving Products as a Percentage of Total N&OPC Sales, 2008
Figure 4-65 U.S. Natural & Organic Shaving Products & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-66 U.S. Total Natural & Organic Shaving Product Sales by Channel, 2008
Figure 4-67 U.S. Natural & Organic Shaving Products Sales and Growth by Channel, 2006-2008
Figure 4-68 U.S. Natural & Organic Shaving Products & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-69 U.S. Natural & Organic Shaving Products Sales & Annual Growth, 2000-2017e
Figure 4-70 U.S. Natural & Organic Shaving Products vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-71 U.S. Natural & Organic Feminine Hygiene as a Percentage of Total N&OPC Sales, 2008
Figure 4-72 U.S. Natural & Organic Feminine Hygiene & Total N&OPC Product Sales and Growth, 1997-2008 .
Figure 4-73 U.S. Total Natural & Organic Feminine Hygiene Sales by Channel, 2008
Figure 4-74 U.S. Natural & Organic Feminine Hygiene Sales and Growth by Channel, 2006-2008
Figure 4-75 U.S. Natural & Organic Feminine Hygiene & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-76 U.S. Natural & Organic Feminine Hygiene Sales & Annual Growth, 2000-2017e
Figure 4-77 U.S. Natural & Organic Feminine Hygiene vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-78 U.S. Natural & Organic Nail Care as a Percentage of Total N&OPC Sales, 2008
Figure 4-79 U.S. Natural & Organic Nail Care & Total N&OPC Product Sales and Growth, 1997-2008
Figure 4-80 U.S. Total Natural & Organic Nail Care Sales by Channel, 2008
Figure 4-81 U.S. Natural & Organic Nail Care Sales and Growth by Channel, 2006-2008
Figure 4-82 U.S. Natural & Organic Nail Care & Total N&OPC Product Sales and Growth, 2009e-2017e
Figure 4-83 U.S. Natural & Organic Nail Care Sales & Annual Growth, 2000-2017e
Figure 4-84 U.S. Natural & Organic Nail Care vs. Total N&OPC Growth Trends, 2000-2017e
Figure 4-85 U.S. Natural & Organic Household Cleaners as a Percentage of Total N&O Household Product Sales,
2008
Figure 4-86 U.S. Natural & Organic Household Cleaners & Total N&OHP Sales and Growth, 1997-2008
Figure 4-87 U.S. Total Natural & Organic Household Cleaner Sales by Channel, 2008
Figure 4-88 U.S. Natural & Organic Household Cleansers & Total N&OHP Sales and Growth, 2009e-2017e
Figure 4-89 U.S. Natural & Organic Household Cleaner Sales & Annual Growth, 2000-2017e
Figure 4-90 U.S. Natural & Organic Household Cleaners vs. Total N&O Household Products Growth Trends,
2000-2017e
Figure 4-91 U.S. Natural & Organic Pet Food as a Percentage of Total N&O Household Product Sales, 2008
Figure 4-92 U.S. Natural & Organic Pet Food & Total N&O Household Product Sales and Growth, 1997-2008
Figure 4-93 U.S. Total Natural & Organic Pet Product Sales by Channel, 2008
Figure 4-94 U.S. Natural & Organic Pet Food & Total N&O Household Product Sales and Growth, 2009e-2017e
Figure 4-95 U.S. Natural & Organic Pet Product Sales & Annual Growth, 2000-2017e
Figure 4-96 U.S. Natural & Organic Pet Food vs. Total N&O Household Products Growth Trends, 2000-2017e
Figure 4-97 U.S. Organic Fiber as a Percentage of Total N&O Household Product Sales, 2008
Figure 4-98 U.S. Organic Fiber & Total N&O Household Product Sales and Growth, 1997-2008
Figure 4-99 U.S. Total Organic Fiber Sales by Channel, 2008
Figure 4-100 U.S. Organic Fiber & Total N&O Household Product Sales and Growth, 2009e-2017e
Figure 4-101 U.S. Organic Fiber Sales & Annual Growth, 2000-2017e
Figure 4-102 U.S. Organic Fiber vs. Total N&O Household Products Growth Trends, 2000-2017e
Figure 4-103 U.S. Organic Flowers as a Percentage of Total N&O Household Product Sales, 2008
Figure 4-104 U.S. Organic Flowers & Total N&O Household Product Sales and Growth, 1997-2008
Figure 4-105 U.S. Total Organic Flowers Sales by Channel, 2008
Figure 4-106 U.S. Organic Flowers & Total N&O Household Product Sales and Growth, 2009e-2017e
Figure 4-107 U.S. Organic Flowers Sales & Annual Growth, 2000-2017e
Figure 4-108 U.S. Organic Flowers vs. Total N&O Household Products Growth Trends, 2000-2017e
Figure 5-1 U.S. Total Natural & Organic Personal Care Sales by Channel, 2008
Figure 5-2 U.S. Total Natural & Organic Personal Care Sales and Annual Growth by Channel, 2006-2008
Figure 5-3 U.S. N&OPC Sales Growth by Channel, 2008
Figure 5-4 U.S. Total Natural & Organic Household Product Sales by Channel, 2008
Figure 5-5 U.S. Total Natural & Organic Household Sales and Annual Growth by Channel, 2006-2008
Figure 5-6 U.S. N&O Household Product Sales Growth by Channel, 2008
Figure 5-7 U.S. Natural & Specialty Retail Channel N&OPC Sales by Product, 2008
Figure 5-8 U.S. Natural & Specialty Retail Channel N&OPC Sales and Annual Growth by Product, 2006-2008
Figure 5-9 U.S. Department Store/Boutique/Salon/Spa Channel N&OPC Sales by Product, 2008
Figure 5-10 U.S. Specialty Personal Care Stores Channel N&OPC Sales by Product, 2008
Figure 5-11 U.S. Mass Market/Beauty Supply Discounters Channel N&OPC Sales by Product, 2008
Figure 5-12 U.S. Natural & Specialty Retail Channel N&OHP Sales by Product, 2008
Figure 5-13 U.S. Mass & Other Retail Channel N&OHP Sales by Product, 2008
Figure 5-14 U.S. Direct Channel (non-MLM) N&OPC Sales by Product, 2008
Figure 5-15 U.S. Direct Channel (non-MLM) N&OPC Sales and Annual Growth by Product, 2006-2008
Figure 5-16 U.S. Direct Channel N&OHP Sales by Product, 2008
Figure 5-17 U.S. Network Marketing (MLM) Channel N&OPC Sales by Product, 2008
Figure 5-18 U.S. Network Marketing (MLM) Channel N&OPC Sales and Annual Growth by Product, 2006-2008163
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