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

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

  •    Get more info on this report!Natural and Organic Personal Care Products in the U.S., 4th EditionJuly 1, 2009Natural HBC brands are growing up -- their marketers are packaging and selling naturalmoisturizer, shampoo, and eye shadow more slickly than ever before. And greenconsumers 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 deeprecession; by the Big Blur of retail channels; by reformulations to please mainstreamAmerica; and by international activity. But the opportunities get hotter and hotter.Packaged Facts’ newest edition of its best-selling guide to the natural HBC marketincludes: Separate chapters on skincare, haircare, and makeup, which contain historicaland future dollar patterns, together with Packaged Facts’ famous in-depth analysis.International trends are covered for the first time in this edition. Also included areextensive product-use data from Packaged Facts own consumer survey. And theprofiles of Clorox/Burt’s Bees, Estée Lauder/Aveda, Hain Celestial, Kiss My Face,LOréal/The Body Shop, and others are detailed.Read an excerpt from this report below.Report MethodologyNatural and Organic Personal Care Products in the U.S., 4th Edition, is based oninformation gathered from primary, secondary, and syndicated sources. Primaryresearch involves on-site study of how natural HBC products are sold through retailstores; Packaged Facts also consults with industry executives. Secondary researchinvolves the evaluation and comparison of data from mountains of articles found infinancial, marketing, and retail publications, as well as on corresponding types ofwebsites. Company literature, government agencies, and other sources also providevaluable secondary data. Analysis of consumers’ purchase and use of natural personalcare 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 firsttime, with this edition, some of the Simmons data we present are in response toquestions custom-tailored for Packaged Facts. Information about many new natural
  • HBC product introductions is provided by Product Launch Analytics, a Datamonitorservice.Table of ContentsChapter 1: Executive Summary Scope of this Market Geographic Coverage: U.S. and Overseas Markets “Natural” Often 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 KidsChapter 2: The Overall Natural Personal Care Market HighlightsIntroduction Scope of this Market
  • Geographic Coverage: U.S. and Overseas Markets “Natural” vs. “Organic”: Which Is More Trusted by Consumers? “Natural” Often 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) MethodologyThe 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 DangerousRegulation 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 StandardsOverall 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 MillionMarket 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 HBCFactors 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 BoomProjected 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 HighlightsU.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/Organic” Almost a Component of U.S. Mainstream HBC It’s Coming: A World Natural HBC MarketInternational 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 KingdomChapter 4: The Natural Skincare Category HighlightsThe 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/ConcernsMarket 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 MassFactors 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 DevelopmentsProjected 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 BrandsInternational 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’Oréal 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 Tests” are 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, 2009Consumer 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 SampledConsumer 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 AustraliaChapter 5: The Natural Haircare Category HighlightsThe Products Category Definition Three Segments: Shampoo/Conditioner, Stylers/Treatments, All Other Shampoo and Conditioner Styling Products and Treatments All Other Cosmeceutical Functions
  • Category Size and Growth Natural Haircare Blasts to $1.7 Billion in 2008 Table 5-1: U.S. Retail Dollar Sales of Natural/Organic Haircare Products, 2004- 2008 (dollars in millions) Natural Food/HBC Stores Command Three Quarters of Natural Haircare Dollars Natural Haircare’s Crossover to Mass Is Fast in One Sense, Slow in Another “All Other” Channels Pumped by Direct Sales Special Note: New Picture of Outlet Share Table 5-2: Share of U.S. Retail Dollar Sales of Natural or Organic Haircare Products, Products, by Retail Channel, 2006-2008 (dollars in thousands)Factors in Future Growth How World’s Recession Affects Natural Haircare Sales Boomers Taught Their Kids Well: Healthy Hair = Beautiful Hair Gen-X Wants Safer Haircare, and Straightforward Marketing Gen-Y and Gen-Z: Reach Them via New Media You’ll Keep It, If You Treat It Nice Ethnic Audiences for Natural Haircare Hold Great Potential Foreign Prospects for Natural Haircare MarketersProjected Sales Natural Haircare to Blow Past $2.9 Billion by 2014 Table 5-3: Projected U.S. Retail Dollar Sales of Natural Haircare Products, 2008- 2014 (dollars in millions)The Marketers Possibly 1,000 Natural Haircare Marketers—But Only Seven Are Notable in Mass Companies Involved Are Mostly Specialists Table of Marketers and Brands Table 5-4: Leading Marketers of Natural Haircare Products, and Their Representative BrandsInternational Product Trends United States Dominates Natural Haircare Intros, Too R-O-W’s Tougher Fight vs. Haircare Brands’ Commodity Status Special Note: SKUs versus Reports Over 300 New U.S. Natural Shampoo SKUs in May 2007-May 2009 Table 5-5: Numbers of New Natural Shampoo SKUs, by Country, May 26, 2007- May 26, 2009 North Castle/Avalon—or Hain Celestial—Leads Shampoo Intros Table 5-6: Numbers of New Natural Shampoo SKUs, Worldwide by Company, May 26, 2007- May 26, 2009 Shampoo Tags Led by “Organic” and “Natural” Table 5-7: Claims/Tags on Labels of New Natural Shampoo Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009 Natural Conditioner Debuts Led by United States’ 186 SKUs Table 5-8: Numbers of New Natural Hair Conditioner SKUs, by Country, May 26, 2007- May 26, 2009 Three Firms in Top Rank of Natural Conditioner Introducers
  • Table 5-9: Numbers of New Natural Hair Conditioner SKUs, Worldwide by Company, May 26, 2007-May 26, 2009 “Organic” Edges Out “Natural” on Natural Conditioner Labels Table 5-10: Claims/Tags on Labels of New Natural Hair Conditioner Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009Consumer Advertising Positioning Trad Media Budgets Shrink; Cheaper New Media Favored Natural Haircare Brands Mostly Supported by Image Ads Green Themes Fair Trade Sold Through Mass Consumer Promotions Little Couponing of Natural Haircare Products Newsletters and Blogs and Videos Tie-Ins with Charities and Activism Celebrity EndorsementsChapter 6: The Natural Makeup Category HighlightsThe Products This Chapter Covers Four Natural Makeup Segments Are Face, Eye, Lip, Nail Face Makeup Eye Makeup Lip Color Nail Polish Makeup is Increasingly CosmeceuticalCategory Size and Growth Makeup Category Reaches $386 Million in 2008 Table 6-1: U.S. Retail Dollar Sales of Natural/Organic Makeup Products, 2004- 2008 (dollars in millions) Dominant Natural Food/HBC Channel Gains Dollars, Loses Share Mass Sextuples Share of Natural Makeup Dollars, Yet Crossover’s Slow “All Other Channels” Still Accounts for Almost One in Five Retail Dollars Special Note Re Natural Makeup Sales by Retail Channel Table 6-2: Share of U.S. Retail Dollar Sales of Natural or Organic Makeup Products, by Retail Channel, 2006-2008 (dollars in thousands)Factors in Future Growth Recession Forces Natural Makeup Marketers to Get Real Efficacy: Does This Product Work? Selection: Do They Have My Shade? Retail Shelf Space: It’ll Open Up—But by How Much? Overseas Opportunities for Natural Makeup FirmsProjected Sales Natural Makeup to Rocket to $781 Million in 2014 Table 6-3: Projected U.S. Retail Dollar Sales of Natural Makeup, 2008-2014 (dollars in millions)
  • The Marketers At Least 300 Natural Makeup Marketers ...But a Mere Handful 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 BrandsInternational Product Trends New Natural Makeup SKUs at 175 Worldwide in May 2007-May 2009 U.S. Intros, at 137, Led the Count Special Note: SKUs versus Reports British Isles Introduce the Most Natural Foundation SKUs Table 6-5: Numbers of New Natural Foundation Makeup SKUs, by Country, May 26, 2007- May 26, 2009 Nvey Le Maquillage the Most Prolific Issuer of Natural Foundation Table 6-6: Numbers of New Natural Foundation Makeup SKUs, Worldwide by Company, May 26, 2007-May 26, 2009 “Organic” and “Natural” Most Common Natural Foundation Tags Table 6-7: Claims/Tags on Labels of New Natural Foundation Makeup Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009 United Kingdom Leads in Natural Eye Makeup Debuts Table 6-8: Numbers of New Natural Eye Makeup SKUs, by Country, May 26, 2007-May 26, 2009 Nvey Le Maquillage the Busiest Introducer in Eye Makeup, Too Table 6-9: Numbers of New Natural Eye Makeup SKUs, Worldwide by Company, May 26, 2007-May 26, 2009 “Natural” and “Organic” in Tie for Most Frequent Tags Table 6-10: Claims/Tags on Labels of New Natural Eye Makeup Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009 United States the Scene of Most Natural Lipstick Rollouts Table 6-11: Numbers of New Natural Lip Makeup SKUs, by Country, May 26, 2007-May 26, 2009 Nvey Le Maquillage Leads Natural Lipstick Launches Table 6-12: Numbers of New Natural Lip Makeup SKUs, Worldwide by Company, May 26, 2007- May 26, 2009 New Natural Lipstick Tags Led by, Yes, “Organic” and “Natural” Table 6-13: Claims/Tags on Labels of New Natural Lipstick Introductions, by Numbers of Reports Worldwide, May 26, 2007-May 26, 2009Consumer Ad Positioning and Promotions Many Natural Makeup Marketers Favoring Interactive Media Mother Nature Blessed This Product How-To Videos Promo: Get a Makeover Discounts, Free Shipping, Merchandise OffersChapter 7: The Competitive Situation Highlights
  • Overview Emphasis on Ubiquity—Any Retail Door, Any Time Update on the “Big Blur:” Merging Retail Channels Allow New Positionings Eight Competitive Profiles FollowMarket Share Special Note About Share Data Estée Lauder, Clorox, Hain Are Top Triumvirate in Natural HBC Five Out of Six Natural HBC Leaders Are Billion-Dollar Corporations Table 7-1: Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through All Outlets, by Top 25 Marketer-Ranks, 2006-2008 (dollars in millions)Competitive Profile: Bare Escentuals, Inc Net Sales in Rapid Climb to $556.2 Million in 2008 Bare Escentuals Increases International Sales Two Pivotal Stats In 2009, a Difficult First Quarter Bare Escentuals’ Foreign Sales Propelled by TV Alliances Natural Makeup for a Natural Look Bare Escentuals Really an Umbrella Brand Vertically Integrated to Brick-and-Mortar Retail LevelCompetitive Profile: The Clorox Company/Burt’s Bees, Inc Clorox Reports Net Sales of $5.3 Billion in Fiscal 2008 A Rosy Outlook for Fiscal 2009 Clorox Passionate About Burt’s Bees Clorox Keeps Some of Burt’s Bees’ Down-Home Image, But Cuts Out Makeup Clorox’s Other Leading U.S. BrandsCompetitive Profile: The Estée Lauder Cos., Inc./Aveda Corp. Net Sales Jump Past $7.9 Billion in Fiscal 2008 Performance of Estée’s Five Product Categories Decreased Expectations for Fiscal 2009 It’s Official: Estée Transacts Majority of Sales Outside United States Estée’s Strategy for 2010-2013 Keys on More Foreign Activity Four Natural Brands Out of 29 An Elegant, Practical Marketer Sells in Every Channel Except Health Food Stores Table 7-2: Share of the Estée Lauder Companies Net Sales, by Retail Channel, for Fiscal Year Ended June 30, 2008Competitive Profile: The Hain Celestial Group, Inc Net Sales Leap Past $1 Billion Mark in Fiscal 2008 Hain Celestial’s European Sales on the Increase Mixed Outlook for FY2009 Crumpets in England, Soy Milk in Germany, Equity in Malaysia Fifty Years of Selling Through Both Mass and Natural Channels Many Hain Brands Are Household WordsCompetitive Profile: L’Oréal S.A./The Body Shop International PLC Net Sales of €17.5 Billion in 2008 Share of Sales by World Currency: Euros and Dollars Lead
  • Major Shareholders Include Nestlé A Difficult First Quarter of 2009 Semi-Naturals: L’Oréal Added The Body Shop in 2006, Kiehl’s in 2000 All the Resources to Shake Up the Natural HBC Market L’Oréal’s Stable of Other Beauty BrandsThree Marketers to Watch Three Diverse Marketers, Three Success StoriesMarketer to Watch: Earth Mama Angel Baby LLC Sales Estimated at $15 - $20 Million Positioned on Sincere Love for Mamas Everywhere Interview with Don Olson, PresidentMarketer to Watch: Juice Beauty, Inc. Sales Estimated at $20 - $25 Million Right Formulas, Packs, Multi-Channel Distribution, at Right TimeMarketer to Watch: Kiss My Face Corporation Sales Estimated in $50 - $100 Million Range Strategy a Kind of Creative Pragmatism Lewis Goldstein on the Economy, Managing Natural Brands, and World ConquestChapter 8: Distribution and Retail HighlightsDistribution Most Natural HBC Unit Volume Moves Through Distributors UNFI the Largest Natural Products DistributorAt the Retail Level Perhaps 40,000 Doors in Natural Food/HBC Channel In Natural Channel, HBC Yields Strong, 40%-50%-and-Higher Margins Whole Foods Opens Luxe Store in Chicago Don’t Forget Food Co-Ops Natural HBC Product Subscriptions E-SamplingRetailer Focus: The Spa as Sell-Through Channel Spas a $66 Billion Industry, Worldwide U.S. Leads Spa Revenues, but Eyes Are on China Spas Stock Natural Brands Largely Unfamiliar to Consumers From Aveda to Dove: Vertical IntegrationRetailer Profile: Moet Henessy-Louis Vuitton (LVMH)/Sephora Revenue Climbed to €17.2 Billion in 2008 LVMH’s “Resilience” in 2009 Sephora Strong Worldwide, Despite Gloomy Prospects for Luxe Goods Sephora Steps Up Natural HBC Involvement Other LVMH BrandsChapter 9: The Natural Personal Care Consumer HighlightsThe Packaged Facts Online Consumer Survey
  • Over 2,600 Consumers Interviewed How to Read the Index The Overall Gauge Table 9-1: Composition of Respondent-Base for Packaged Facts Online Consumer Survey, by Demographic Factor, 2009 (adults, in recent 12 months)Use of Natural Personal Care Products: Psychographics and Attitudes 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 9-2: 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) 272 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 Table 9-3: Demographic Factors Favoring Strong Agreement That Natural or Organic Personal Care Products Are Safer Than, or as Effective, as Conventional Versions, 2009 (adults, in recent 12 months) No Surprise—Those Paying Extra for Natural HBC Skew Affluent No Surprise, the Sequel: Those Spending Less on Natural HBC Skew Young, Less Affluent Table 9-4: Demographic Factors Favoring Agreement with Two Statements: "Im Usually Willing to Pay More for Natural or Organic Personal Care Products," and "I Anticipate Spending Less on Natural/Organic HBC in the Next 12 Months**," 2009 (adults, in recent 12 months)Use of Natural Personal Care Products, by Type Body Wash, Deodorant, Moisturizer, Shampoo Lead Natural HBC Use Table 9-5: Share of Survey Respondents Using Natural or Organic Personal Care Products, by Product Type, 2009 (adults, in recent 12 months) Overall, Natural HBC Use Skews Both Affluent and Non-Affluent Table 9-6: Demographic Factors in Use of Any Natural or Organic Personal Care Products, 2009 (adults, in recent 12 months) Even Impoverished Consumers Read Labels, Are Green-Minded Body Wash: Twentysomethings, Presence of Kids, Region Influence Use Table 9-7: Demographic Factors in Use of Natural/Organic Body Wash, 2009 (adults, in recent 12 months) Natural Deodorant Use Marked—Possibly—by Singles Lifestyle Eye Cream: Women Are Featured, of Course Table 9-8: Demographic Factors in Use of Natural or Organic Deodorant and Eye Cream, 2009 (adults, in recent 12 months) Facial Masques: Here, Too, Women Are the Only Standouts Facial Anti-Aging Products: An Affluent Consumer Is Likely Table 9-9: Demographic Factors in Use of Natural/Organic Facial Masques and Anti-Aging Products, 2009 (adults, in recent 12 months)
  • Moisturizer User-Data Point to Affluence Shave Cream: Men—Who Else?—Stand Out Table 9-10: Demographic Factors in Use of Natural or Organic Moisturizer and Shave Cream, 2009 (adults, in recent 12 months) Shampoo and Conditioner: Twentysomethings, Renters Table 9-11: Demographic Factors in Use of Natural/Organic Shampoo and Conditioner, 2009 (adults, in recent 12 months) Natural Makeup Still Not Widely Used, So Few Starring Factors Table 9-12a: Demographic Factors in Use of Natural/Organic Eye Makeup and Lip Makeup, 2009 (adults, in recent 12 months) Table 9-12b: Demographic Factors in Use of Natural/Organic Face Makeup (Foundation, Face Powder, Concealer, Blusher, etc.), 2009 (adults, in recent 12 months)Use of Natural Personal Care Brands Burt’s Bees the Most Popular Brand—By Far Table 9-13: Share of Survey Respondents Using Natural or Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months) Aveda Use Skews Upscale The Body Shop: Also Upscale, With Kids Table 9-14: Demographic Factors in Use of Natural/Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months) Burt’s Bees Users Skew Affluent, despite Brand’s Former Rustic Image Table 9-15 Demographic Factors in Use of Natural/Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months) Kiss My Face and Nature’s Gate: No Coherent Profiles Yet Tom’s of Maine Holds Appeal for Baby Boomers Table 9-16: Demographic Factors in Use of Natural/Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months) Use of All Other Brands Table 9-17: Demographic Factors in Use of Natural/Organic Personal Care Products, by Brand, 2009 (adults, in recent 12 months)Consumer Focus: The Ethnic User of Natural Personal Care Products Our Survey Data Paint Ethnics Green Table 9-18: Demographic Factors in Use of Any Natural or Organic Personal Care Products, by Race or Hispanic Origin, 2009 (adults, in recent 12 months) BIGresearch Data Show That Ethnics More Likely “Go Organic” Table 9-19: Shares of Consumers Who Buy Organic Health and Beauty Care Products, by Race, Hispanic Origin, and by Age Over or Under 35, 2008 (adults, as of May 2008) Main U.S. Ethnic Groups to Reach 116.5 Million by 2014 Hispanic Population Trends African-American and Asian Population Trends Other Groups: Population Trends Table 9-20 Projection of U.S. Population, by Race and Gender, 2008-2020 (in thousands)Appendix: Addresses of Selected Marketers
  • Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2199557  US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004