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

July 1, 2009

Natural HBC brands are growing up -- their marketers are packaging and selling natural
moisturizer, shampoo, and eye shadow more slickly than ever before. And green
consumers 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 deep
recession; by the Big Blur of retail channels; by reformulations to please mainstream
America; and by international activity. But the opportunities get hotter and hotter.

Packaged Facts’ newest edition of its best-selling guide to the natural HBC market
includes: Separate chapters on skincare, haircare, and makeup, which contain historical
and future dollar patterns, together with Packaged Facts’ famous in-depth analysis.
International trends are covered for the first time in this edition. Also included are
extensive product-use data from Packaged Facts' own consumer survey. And the
profiles of Clorox/Burt’s Bees, Estée Lauder/Aveda, Hain Celestial, Kiss My Face,
L'Oréal/The Body Shop, and others are detailed.

Read an excerpt from this report below.

Report Methodology

Natural and Organic Personal Care Products in the U.S., 4th Edition, is based on
information gathered from primary, secondary, and syndicated sources. Primary
research involves on-site study of how natural HBC products are sold through retail
stores; Packaged Facts also consults with industry executives. Secondary research
involves the evaluation and comparison of data from mountains of articles found in
financial, marketing, and retail publications, as well as on corresponding types of
websites. Company literature, government agencies, and other sources also provide
valuable secondary data. Analysis of consumers’ purchase and use of natural personal
care 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 first
time, with this edition, some of the Simmons data we present are in response to
questions custom-tailored for Packaged Facts. Information about many new natural

HBC product introductions is provided by Product Launch Analytics, a Datamonitor
service.

Table of Contents

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
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
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
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)
Methodology
The 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 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

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 Million
Market 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 HBC
Factors 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 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
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
Highlights
U.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 Market
International 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 Kingdom

Chapter 4: The Natural Skincare Category
Highlights
The 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/Concerns
Market 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 Mass
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 Developments
Projected 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-
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 Brands
International 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
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
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-
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)
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 Marketers
Projected 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-
The Marketers
Possibly 1,000 Natural Haircare Marketers—But Only Seven Are Notable in
Mass
Companies Involved Are Mostly Specialists
Table 5-4: Leading Marketers of Natural Haircare Products, and Their
Representative Brands
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
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
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
Face Makeup
Eye Makeup
Lip Color
Nail Polish
Makeup is Increasingly Cosmeceutical
Category Size and Growth
Makeup Category Reaches $386 Million in 2008
Table 6-1: U.S. Retail Dollar Sales of Natural/Organic Makeup Products, 2004-
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)
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 Firms
Projected 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 6-4: Leading Marketers of Natural Makeup, and Their Representative
Brands
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
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
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
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
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 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
Table 7-2: Share of the Estée Lauder Companies' Net Sales, by Retail Channel,
for Fiscal Year Ended June 30, 2008
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
U.S. Leads Spa Revenues, but Eyes Are on China
Spas Stock Natural Brands Largely Unfamiliar to Consumers
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
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: "I'm
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
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
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 at
http://www.marketresearch.com/product/display.asp?productid=2199557

US: 800.298.5699

UK +44.207.256.3920

Int'l: +1.240.747.3093

Fax: 240.747.3004

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