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

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

Published Date: July 2009

Published By: Packaged Facts

Page Count: 334

Order Code: R567-782

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Chapter 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; Natural Food/HBC Channel Accounts for 76% of Sales; Natural HBC a Market Based on Extraordinary Faith; Global Natural HBC Market Hits $20.8 Billion in 2008; Global Natural HBC Sales Projected at $40 Billion in 2014; 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; 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; Believers in Natural HBC’s Safety Skew to Women, College Grads, Gen-Xers, Presence of Kids; Believers in Natural HBC’s Efficacy Skew to Women, College Grads, Presence of Kids
Chapter 2: The Overall Natural Personal Care Market: Highlights
Introduction: Scope of this Market; Geographic Coverage: U.S. and Overseas Markets; “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; Green; Methodology
The Products: Three Categories: Skincare, Haircare, and Makeup; Typical Ingredients; Six Controversial Ingredients: 1,4-Dioxane, Hydrosols, Linalool, Parabens, Propylene Glycol, SLFs; Mostly In Packaging, Bisphenol-A and Phthalates Are Dangerous
Regulation and Certification: Natural and Organic HBC Industry Still Hungry for Regulation; ...But a Draft of Standards from NSF International Was Released in 2008; ...And Here’s the First Organic HBC Labeling Standard!; Bits of Regulation and De Facto Regulation That Are in Force; FTC Still Hampered by Lack of Natural/Organic HBC Standards
Overall Market Size and Growth: Natural HBC Juggernaut Hits $6.6 Billion in 2008; More Americans Determined to Go Natural, Organic, Green; Recession Dampening Progress, Not Reversing It; Skincare Category in Bullish Charge to $4.6 Billion; Natural Haircare Blasts to $1.7 Billion; Makeup Category Reaches $386.0 Million
Market Composition: Natural Skincare Category Rules, Has 69% of Sales in 2008; Natural Food/HBC Channel Accounts for 76% of Sales; One in Five Retail Dollars Yielded by Organic HBC
Factors in Future Growth: Natural HBC Expected to Weather Recession Well; Americans in Every Age Bracket Use Natural HBC; Natural HBC’s U.S. Stance Provides Exciting Jumping-Off Point; 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?; Ethnic Audiences for Natural HBC: Prospects and Perspectives; Natural HBC Poised for International Boom
Projected Overall Market Sales: Natural HBC a Raging Bull Charging to $11.7 Billion in 2014; Natural Skincare in Spectacular Climb to $8 Billion; Natural Haircare to Blow Past $2.9 Billion; Natural Makeup to Rocket to $781 Million
Chapter 3: U.S. and Overseas Trends and Opportunities: Highlights
U.S. Natural HBC Trends and Opportunities: Natural HBC a Market Based on Extraordinary Faith; Trends in Natural HBC Positionings; “Natural/Organic” Almost a Component of U.S. Mainstream HBC; It’s Coming: A World Natural HBC Market
International Markets for Natural HBC: Global Natural HBC Market Hits $20.8 Billion in 2008; Table 3-2: Share of Retail Dollar Sales of Natural or Organic Personal Care Products, by World Region, 2004-2008; Natural HBC Sales Projected at $40 Billion in 2014; 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; Other Natural HBC Markets to Watch
Chapter 4: The Natural Skincare Category: Highlights
The Products: Category Definition; Natural/Organic Skincare Products Beautify, Prevent, Treat; Natural Skincare Category Has Seven Segments; Skincare Needs of Ethnic Consumers; Skincare for Teens/Tweens/Babies; Products Universally Positioned on Skin Conditions/Concerns
Market Size and Growth: Skincare Category in Bullish Charge to $4.6 Billion in 2008; Natural Food/HBC Channel Still Dominates Skincare Category; ...And Natural Skincare Still Has Tiny Slice of All Skincare Sales in Mass
Factors in Future Growth: Natural Skincare Category to Resist Effect of World Recession; Skincare the Entry Point in Use of Natural HBC; Boomers Fight Wrinkles, and Educate Gen Xers and Yers, Too; In 2009, 1 Million Americans Diagnosed with Skin Cancer; Natural Skincare Crosses Over to Mass and Prestige—And Back Again; International Developments
Projected Sales: Natural Skincare in Spectacular Climb to $8.0 Billion by 2014
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
International Product Trends: Wealthy Western Countries Lead Natural Skincare Product Intros; Natural Deodorant: Leading Introducers Are U.S., U.K., Canada; Natural Deodorant: Five Marketers in Top Three Introducer Slots; Natural Deodorant Tags; Natural Shaving Product Debuts Dominated by U.S., Canada; Natural Shaving: Real Co. Leads Seven Introducers in Top Five Ranks; Most Natural Shaving Reports Note SKUs Tagged for Men; New U.S. Natural Skincare SKUs Approach 1,000; Natural Skincare Debuts: Nature’s Paradise, Lavera, L’Oréal Are Top Trio; Natural Skincare Debuts: “Upscale,” “No Animal Tests” are Top Tags
Consumer Advertising Positioning: Natural Skincare Marketers’ Media Allocations Have Changed; Beauty Shots versus Advertorials; Fighting the Effects of Age; Green Ideas = Green Ink, Green Pixels; Watch Out for DMDM Hydantoin; Fair Trade; Made Without x or n; A Drug Chain as Old-Time Apothecary; Sources of Ads Sampled
Consumer Promotions: Hard Times Spawn Creative Natural Skincare Promos; Help Us to Fight Breast Cancer; A Percentage of Proceeds Also Goes to; Free or Discounted Merchandise; A Photo Contest; Win a Trip to Australia
Chapter 5: The Natural Haircare Category: Highlights
The Products: Category Definition; Three Segments: Shampoo/Conditioner, Stylers/Treatments, All Other; Cosmeceutical Functions
Category Size and Growth: Natural Haircare Blasts to $1.7 Billion in 2008; 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
Factors in Future Growth: How World’s Recession Affects Natural Haircare Sales; Boomers Taught Their Kids Well: Healthy Hair = Beautiful Hair; You’ll Keep It, If You Treat It Nice; Ethnic Audiences for Natural Haircare Hold Great Potential; Foreign Prospects for Natural Haircare Marketers
Projected Sales: Natural Haircare to Blow Past $2.9 Billion by 2014
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
International 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; North Castle/Avalon—or Hain Celestial—Leads Shampoo Intros; Shampoo Tags Led by “Organic” and “Natural”; Natural Conditioner Debuts Led by United States’ 186 SKUs; Three Firms in Top Rank of Natural Conditioner Introducers; “Organic” Edges Out “Natural” on Natural Conditioner Labels
Consumer 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 Endorsements
Chapter 6: The Natural Makeup Category: Highlights
The Products: This Chapter Covers; Four Natural Makeup Segments Are Face, Eye, Lip, Nail; Makeup is Increasingly Cosmeceutical
Category Size and Growth: Makeup Category Reaches $386 Million in 2008; 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
Factors in Future Growth: Recession Forces Natural Makeup Marketers to Get Real; Overseas Opportunities for Natural Makeup Firms
Projected Sales: Natural Makeup to Rocket to $781 Million in 2014
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
International 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; Nvey Le Maquillage the Most Prolific Issuer of Natural Foundation; “Organic” and “Natural” Most Common Natural Foundation Tags; United Kingdom Leads in Natural Eye Makeup Debuts; Nvey Le Maquillage the Busiest Introducer in Eye Makeup, Too; “Natural” and “Organic” in Tie for Most Frequent Tags; United States the Scene of Most Natural Lipstick Rollouts; Nvey Le Maquillage Leads Natural Lipstick Launches; New Natural Lipstick Tags Led by, Yes, “Organic” and “Natural”
Consumer 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 Offers
Chapter 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 Follow
Market 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
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 Level
Competitive 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. Brands
Competitive 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
Competitive 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 Words
Competitive 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 Brands
Three Marketers to Watch: Three Diverse Marketers, Three Success Stories
Marketer to Watch: Earth Mama Angel Baby LLC: Sales Estimated at $15 - $20 Million; Positioned on Sincere Love for Mamas Everywhere; Interview with Don Olson, President
Marketer to Watch: Juice Beauty, Inc.: Sales Estimated at $20 - $25 Million; Right Formulas, Packs, Multi-Channel Distribution, at Right Time
Marketer 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 Conquest
Chapter 8: Distribution and Retail: Highlights
Distribution: Most Natural HBC Unit Volume Moves Through Distributors; UNFI the Largest Natural Products Distributor
At 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-Sampling
Retailer Focus: The Spa as Sell-Through Channel: Spas a $66 Billion Industry, Worldwide; From Aveda to Dove: Vertical Integration
Retailer 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 Brands
Chapter 9: The Natural Personal Care Consumer: Highlights
The Packaged Facts Online Consumer Survey: Over 2,600 Consumers Interviewed; The Overall Gauge
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; 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; No Surprise—Those Paying Extra for Natural HBC Skew Affluent; No Surprise, the Sequel: Those Spending Less on Natural HBC Skew Young, Less Affluent
Use of Natural Personal Care Products, by Type: Body Wash, Deodorant, Moisturizer, Shampoo Lead Natural HBC Use; Overall, Natural HBC Use Skews Both Affluent and Non-Affluent; Even Impoverished Consumers Read Labels, Are Green-Minded; Body Wash: Twentysomethings, Presence of Kids, Region Influence Use; Natural Deodorant Use Marked—Possibly—by Singles Lifestyle; Eye Cream: Women Are Featured, of Course; Facial Masques: Here, Too, Women Are the Only Standouts; Facial Anti-Aging Products: An Affluent Consumer Is Likely; Moisturizer User-Data Point to Affluence; Shave Cream: Men—Who Else?—Stand Out; Shampoo and Conditioner: Twentysomethings, Renters; Natural Makeup Still Not Widely Used, So Few Starring Factors
Use of Natural Personal Care Brands: Burt’s Bees the Most Popular Brand—By Far; Aveda Use Skews Upscale; The Body Shop: Also Upscale, With Kids; Burt’s Bees Users Skew Affluent, despite Brand’s Former Rustic Image; Kiss My Face and Nature’s Gate: No Coherent Profiles Yet; Tom’s of Maine Holds Appeal for Baby Boomers; Use of All Other Brands
Consumer Focus: The Ethnic User of Natural Personal Care Products: Our Survey Data Paint Ethnics Green; BIGresearch Data Show That Ethnics More Likely “Go Organic”; Main U.S. Ethnic Groups to Reach 116.5 Million by 2014; Other Groups: Population Trends
Appendix: Addresses of Selected Marketers

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