Today’s personal care marketplace is experiencing the merging of natural, organic, eco, and luxury. As such, opportunities abound for brands that can address and attract the core consumers of each type with meaningful communications and products that meet or exceed their expectations. The natural personal care market is dynamic and diverse and has experienced growth of 15% in 2005 while the overall U.S. cosmetics and toiletries market grew by 3.5%. While this overall growth is respectable, manufacturers and retailers are looking to the growth of natural, organic, and eco products to increase their sales. With more than half of all consumers indicating they want personal care products made with natural or premium ingredients and 44% looking for organic ingredients, understanding the specific opportunities by category, gender, and psychographic target become key.

Based on qualitative interviews and data mining across seven years of NMI annual surveys as well as primary quantitative research conducted among 5,517 U.S. adults, the Evolution of Natural, Organic & Premium Personal CareReport addresses product attributes, ingredients, channels shopped and the shopping experience consumers desire as well as their sources of influence.

Across the report consumer segments are analyzed and compared to the general population. Five distinct personal care segments were identified including INDULGENTS™, SEEKERS™, NATURALAIRES™, MINIMALISTS™, and UNINVOLVEDS™. The five segments provide insight into optimal targets across categories and specific topics including premium, organic and natural, sensory experiences, clinical proof, and effectiveness.

Each chapter in the report provides a different perspective, from understanding the segments, personal care attitudes, attributes and ingredient preferences, to understanding specific categories. You will find specific chapters devoted to women – their concerns and attitudes toward facial care, hands and body, and hair care products. In addition, a specific chapter on men includes their preferences, need states, and product usage. NMI also addressed the usage of brands across department store, personal care specialty store, natural channel, multi-level/direct, salon, and mass market brands.

This report provides manufacturers, marketers and retailers with the opportunities and gaps that exist within the marketplace and explores target consumers and the factors that most resonate with them.

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