自然/オーガニック･パーソナルケア用品の市場：米国

Abstract

Riding the movement toward healthier living, the natural and organic personal care market has enjoyed impressive growth in the last two years. Success has moved natural ingredients into mainstream brands, opened doors to FDM distribution, and driven major consumer brands to enter the market through acquisition.

Analysis and insights offered include:

• Distribution trends of natural and organic products
• The importance of the movement into FDM
• Segments of personal care that are most competitive
• Strategies to differentiate natural/organic products
• Demographics most likely to adopt natural and organic products
• The relevance of Baby Boomers to the market
• Most commonly purchased natural and organic brands
• Ingredients most familiar to consumers

This report defines the natural and organic personal care products as those using mostly organic or natural ingredients, including skin care, hair care, oral care, soap/bath, and other toiletries (excluding cosmetics).

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Expansion into FDM to drive future growth
• Skin care slows while other segments fly
• Certification is important to product differentiation
• Leading brands struggle to keep pace in fragmented market
• Retailers play a critical role in supply chain
• Women and Hispanic are core purchasers
• Older consumers are also likely targets
• Spending in facial skin care is highest
• Simple product claims many work better for mainstream
• Recession looms but natural/organic sales have yet to falter
• Market Size and Forecast
• Key points
• Natural/organic personal care maintains steady high growth
• FDM penetration will greatly boost sales reach
  • Figure 1: Total sales of natural/organic personal care at natural grocery stores and FDM, 2005-09
  • Figure 2: Total sales of natural/organic personal care at natural grocery stores and FDM at inflation adjusted prices, 2005-09
• Competitive Context
• Mainstream brands add natural ingredients to compete
• Certification needed to create point of differentiation
• Distribution is key competitive advantage
• Industry consolidation likely as demand increases
• Natural grocery stores to remain critical
• New launches
  • Figure 3: Number of new "all natural" products launched, by manufacturer, 2003-08
• Segment Performance
• Key points
• Sales growth in nearly all segments outpaces conventional personal care
• Growth of largest segment is the smallest
  • Figure 4: Sales of natural/organic personal care at natural grocery stores, by segment, 2005-09
  • Figure 5: Sales of natural/organic personal care at natural grocery stores, by segment, 2005 and 2007
• Segment Performance--Skin Care
• Skin care growth slows in 2007
  • Figure 6: Graph: Sales of natural/organic skin care at natural grocery stores, by subcategory, 2007
  • Figure 7: Sales of natural/organic skin care at natural grocery stores, 2005-09
• Segment Performance--Soap and Bath Products
• Soap and bath segment driven by liquid soaps
  • Figure 8: Graph: Sales of natural/organic soap and bath products at natural grocery stores, by subcategory, 2007
  • Figure 9: Sales of natural/organic soap and bath products at natural grocery stores, 2005-09
• Segment Performance--Hair Care
• Hair care is fastest growing segment
  • Figure 10: Graph: Sales of natural/organic hair care at natural grocery stores, by subcategory, 2007
  • Figure 11: Sales of natural/organic hair care at natural grocery stores, 2005-09
• Segment Performance--Oral Care
• Oral care growth led by toothbrushes and breath fresheners
  • Figure 12: Graph: Sales of natural/organic oral care at natural grocery stores, by subcategory, 2007
  • Figure 13: Sales of natural/organic oral care at natural grocery stores, 2005-09
• Segment Performance--Other
• "Other" segment driven by deodorants and body oils
  • Figure 14: Graph: Sales of other natural/organic personal care at natural grocery stores, by subcategory, 2007
  • Figure 15: Sales of natural/organic deodorants at natural grocery stores, 2005-09
• Retail Channels
• Key points
• FDM sales contribution still ramping up
  • Figure 16: U.S. sales* of selected natural/organic personal care brands at natural grocery stores and FDM, 2007
• FDM still most common place to purchase "natural" personal care
  • Figure 17: Place of purchase of natural/organic personal care products, February 2008
• Mass merchandiser and drug store share likely to increase
• Mass retailers partnering to offer exclusive natural/organic brands
• Specialty stores and home shopping
  • Figure 18: Natural/organic purchases in specialty stores and home shopping channels, February 2008
• Market Drivers
• Personal care part of larger organic movement
• Baby Boomers are strong source of demand
  • Figure 19: U.S. population and projections and usage of any kind of facial skincare, by age, 2002-12
• Looming economic recession may cut consumer spending
  • Figure 20: Reaction to rising gas prices, by gender, November 2007
• Leading Companies
• Market is increasingly competitive as leading companies struggle to keep pace
  • Figure 21: Brand sales of natural/organic personal care* at natural grocery stores in the U.S., 2005 and 2007
• Hain Celestial
• Brand Share--Skin Care
• Brand gainers during 2005-07
• Brand losers
  • Figure 22: Brand sales of natural/organic skin care at natural grocery stores in the U.S., 2005 & 2007
• Brand Share--Soap and Bath Products
• Brand gainers
• Brand losers
  • Figure 23: Brand sales of natural/organic soap and bath products at natural grocery stores in the U.S., 2005 & 2007
• Brand Share--Hair Care
• Brand gainers
• Brand losers
  • Figure 24: Brand sales of natural/organic hair care at natural grocery stores in the U.S., 2005 & 2007
• Brand Share--Oral Care
• Brand gainers
• Brand losers
  • Figure 25: Brand sales of natural/organic oral care at natural grocery stores in the U.S., 2005 & 2007
• Brand Qualities
• Smaller brands more viable in less crowded categories
  • Figure 26: Number of smaller natural/organic personal care brands and their revenue share, 2005 and 2007
• Innovation and Innovators
  • Figure 27: Relevant product claims launched, 2003-07
• New aromas in all categories
• Expanded product claims
• Products for baby
• New product innovations
• Burt' s Bees
• Premium lip care
• Advertising and Promotion
• Natural/organic brands grow despite negligible advertising
  • Figure 28: Media advertising costs and sales at Hain Celestial, 2005-07
• Success of nascent brands hang on retailer level marketing
• Websites get the story out
• Usage
• Incidence of purchase
  • Figure 29: Purchase of various categories of personal care, by gender, February 2008
  • Figure 30: Purchase of various categories of personal care, by age, February 2008
• Volume of purchase
  • Figure 31: Volume of natural/organic personal care purchase, by gender, February 2008
  • Figure 32: Volume of natural/organic personal care purchase, by age, February 2008
• Amount spent on natural/organic personal care
  • Figure 33: Amount spent on natural/organic personal care in past six months, February 2008
  • Figure 34: Amount spent on natural/organic personal care in past six months, by age, February 2008
  • Figure 35: Amount spent on natural/organic personal care in past six months, by household income, February 2008
• Frequency of Use
• Types of facial skin care
  • Figure 36: Frequency of use of facial skin care products, by gender, February 2008
  • Figure 37: Frequency of use of facial skin care products, by age, February 2008
• Body skin care
  • Figure 38: Frequency of use of body skin care products, by gender, February 2008
  • Figure 39: Frequency of use of body skin care products, by age, February 2008
• Brands
• Popularity of brands
  • Figure 40: Popularity of personal care brands, February 2008
  • Figure 41: Popularity of personal care brands, by gender, February 2008
  • Figure 42: Popularity of personal care brands, by age, February 2008
  • Figure 43: Popularity of personal care brands, by household income, February 2008
• Attitudes and Motivations
• Importance of specific natural/organic ingredients
  • Figure 44: Lack of awareness of specific natural/organic ingredients, February 2008
  • Figure 45: Relative importance of specific natural/organic ingredients, by gender, February 2008
  • Figure 46: Relative importance of specific natural/organic ingredients, by age, February 2008
• Race and Ethnicity
  • Figure 47: Purchase of various categories of personal care, by race/ethnicity, February 2008
  • Figure 48: Volume of natural/organic personal care purchase, by race/ethnicity, February 2008
  • Figure 49: Amount spent on natural/organic personal care in past six months, by race/ethnicity, February 2008
  • Figure 50: Frequency of use of facial skin care products, by race/ethnicity, February 2008
  • Figure 51: Frequency of use of body skin care products, by race/ethnicity, February 2008
  • Figure 52: Popularity of personal care brands, by race/ethnicity, February 2008
  • Figure 53: Relative importance of specific natural/organic ingredients, by race/ethnicity, February 2008
  • Figure 54: Place of purchase of natural/organic hair care products, by race/ethnicity, February 2008
  • Figure 55: Natural/organic purchases in specialty stores and home shopping channels, by race/ethnicity, February 2008
• Appendix: Other Useful Consumer Tables
  • Figure 69: Purchase of various categories of personal care, by household income, February 2008
  • Figure 70: Frequency of natural/organic personal care purchase, by household income, February 2008
  • Figure 71: Frequency of use of facial skin care products, by household income, February 2008
  • Figure 72: Frequency of use of body skin care products, by household income, February 2008
  • Figure 73: Place of purchase of natural/organic hair care products, by gender, February 2008
  • Figure 74: Place of purchase of natural/organic hair care products, by age, February 2008
  • Figure 75: Place of purchase of natural/organic hair care products, by household income, February 2008
  • Figure 76: Natural/organic purchases in specialty stores and home shopping channels, by gender, February 2008
  • Figure 77: Natural/organic purchases in specialty stores and home shopping channels, by age, February 2008
  • Figure 78: Natural/organic purchases in specialty stores and home shopping channels, by household income, February 2008
• Appendix: Trade Associations