Natural and Organic Personal Care Products in the U.S.

Aug 1, 2007
311 Pages - Pub ID: LA1483027
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It used to be so simple: Natural and organic HBC brands were pure and healthful, poorly packaged and marketed -- no danger to anybody. But during 2002-2006, retail sales soared to $6 billion; by 2012, that figure could be $8 billion. Now, as natural HBC brand management becomes more sophisticated; as traditional differences between mass retail and natural food/HBC channels melt; and as the natural products themselves are reformulated to please mainstream America, things are getting complicated -- yet the opportunities are hotter than ever...

This third edition of Packaged Facts’ best-selling guide to the natural HBC arena, Natural and Organic Personal Care Products in the U.S., portrays its rapidly morphing dynamics: Separate chapters on skincare, haircare, oral care, and color cosmetics present historical and future dollar patterns, together with Packaged Facts’ trusted in-depth analysis. Extensive Simmons demographic data are also included. And the battle strategies of Burt’s Bees, Colgate/Tom’s of Maine, Hain Celestial, Weleda, and others are detailed.

Report Methodology
The information in Natural and Organic Personal Care Products in the U.S., 3rd Edition, is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, fall 2006 National Consumer Survey.

What You’ll Get in this Report,
Natural and Organic Personal Care Products in the U.S., 3rd Edition, makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Natural and Organic Personal Care Products in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the natural/organic care industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for natural personal care products, as well as projected sales and trends through 2012. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for natural care products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for natural and organic personal care products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for natural and organic personal care products.
  • Advertising agencies working with clients in the personal care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
  • Introduction
    • Market Definition
    • “Natural” vs. “Organic”
    • Formulation and Positioning Both Determine Brand Inclusion
    • Other Terms Clarified
    • Cosmeceutical
    • Direct
    • Ethnic
    • HBC
    • Hydrosol
    • Market/Category/Segment
    • Mass Retail Channel
    • Prestige
    • SKU
    • Specialty
    • Supermarket
    • Methodology

  • The Products
    • Four Categories: Skincare, Haircare, Oral Care, Color Cosmetics
    • Skincare
    • Haircare
    • Oral Care
    • Color Cosmetics
    • Typical Ingredients
    • Cosmeceutical Functions: Health = Beauty
    • Four Controversial Ingredients
    • Fluoride
    • Parabens
    • Propylene Glycol
    • SLFs

  • Regulation
    • Still No Standards in Effect for Natural/Organic Personal Care
    • ...But a Draft of Standards Is Due from NSF International
    • The Bits of Regulation That Remain in Force

  • Market Size and Growth
    • Natural/Organic Personal Care Rockets to $6 Billion in 2006
    • Table 1-1 U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2002-2006* (Dollars in Millions)
    • Societal, Retail-level and Green Developments Powered Growth
    • Category Size and Growth
    • Natural Skincare in Double-Digit Glide to $3.6 Billion
    • Natural Haircare Charges to $1.3 Billion
    • Natural Oral Care Races to $821 Million
    • Natural Color Cosmetics Blooms to $341 Million
    • Including Aveeno and Neutrogena Expands Market to Nearly $7 Billion
    • Table 1-5 U.S. Retail Dolar Sales of Johnson & Johnson's Aveeno and Neutrogena Brands Through Mass-Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Category, 2002-2006 (Dollars in Millions)
    • Context: Relation to U.S. Natural/Organic Food Market

  • Market Share
    • Natural/Organic vs. Overall HBC Sales
    • Organic Formulations Account for Just 6% of Natural/Organic HBC
    • Natural Skincare Category Holds Commanding Share of Sales
    • Table 1-2 Share of U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2002-2006
    • Retail Channel Sales Shifts Gain Momentum
    • Natural Food/HBC Channel Still Rules Market, But…
    • Mass Builds Share Very, Very Gradually
    • …While Direct Takes Off
    • Table 1-3 Share of U.S. Retail Dollar Sales of All Natural Personal Care Products, by Retail Channel, 2006 (Dollars in Millions)
    • Natural HBC’s Presence in Mass Still Tiny
    • Table 1-4 Natural Personal Care Products' Share of U.S. Mass-Channel* Retail Dollar Sales of All Personal Care Products (Natural and Non-Natural), by Category, 2002-2006(Dollars in Thousands)

  • Factors in Future Growth
    • All Population Sectors Take Interest in Natural HBC
    • Boomers Taught Us to Care
    • Gen X Preaches Natural/Organic to Its Grandkids
    • Gen Y (Millennials) Harder to Hook Up
    • Kids Under 7 Especially Targetable Now
    • Table 1-6 Projected U.S. Population, by Age Bracket, 2006-2020*(In Thousands)
    • Natural Channel Infrastructure More Solid Than Ever
    • Tempering a Purist Approach with Non-natural Purchases
    • Growth Outside of Traditional Natural Channel
    • The Big Blur: Natural, Mass HBC to Increase Overlap—At Snail’s Pace!
    • Natural HBC Extending Into Prestige Realm
    • Direct Sneaks Up On Everybody
    • Fear of Cancer
    • Natural/Organic’s Relation to the Green Movement, Sustainability, Fair Trade, Animal-free Testing…
    • Connecting the Dots for the Consumer

  • Projected Market Sales
    • Natural/Organic HBC, the Raging Bull, to Hit $10 Billion in 2012
    • Natural Skincare Seen in Leap to $5.6 Billion
    • Natural Haircare to Blow Past $2 Billion Mark
    • Natural Oral Care Wave to Hit $1.6 Billion
    • Natural Makeup to Rush Toward $700 Million Mark
    • Table 1-7 Projected U.S. Retail Dollar Sales of Natural Personal Care Products, by Category, 2004-2010 (Dollars in Millions)
    • A Rosier Outlook Than Anticipated

  • The Competitive Situation
    • L’Oreal and Estée Lauder Are Top Natural HBC Marketers
    • Hain Celestial and Burt’s Bees Are Leading Natural Specialists
    • Table 1-8 Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through All Outlets, by Top 30 Marketers, 2006(Dollars in Millions)

  • Product Trends
    • Natural Skincare
    • Pomegranate and Other Food Ingredients Popular
    • Prestige-Appropriate Price Tags
    • Natural Haircare
    • Botanicals Forever
    • Reformulations of Mainstream Brands
    • Probiotics for the Hair
    • Natural Oral Care
    • Ongoing Use of Botanicals in Natural Oral Care Products
    • Whitening Functions
    • Both Fluoride and Non-fluoride Products
    • Natural Color Cosmetics
    • Exotic Ingredients and Cosmeceutical Value
    • Balms Become Glosses Become Lipsticks
    • Shimmers
    • Promo/Seasonal Makeup Lines

  • Consumer Advertising
    • Natural Personal Care Marketers Spend Nearly $13 Million in 2006
    • Skincare Category Accounts for Over Half of Expenditure
    • Magazines the Preferred Medium
    • Five Million-Dollar Advertisers
    • Retail Dynamics Mandate New Positionings

  • Distribution and Retail
    • Most Natural HBC Moves Through Distributors
    • Still at Least 25,000 Stores in Natural Food/HBC Channel
    • Fine-targeting Coupons to Individual Consumers

  • The Eco-Shopper Consumer
    • One in Four Adults Is an Eco-Shopper
    • Women, Seniors, Low Incomes Mark Pool of Eco-Shoppers
    • Table 1-9 Demographic Characteristics of the Packaged Facts/Simmons Eco-Shopper,* 2006 (Adults in Thousands)

Chapter 2 Trends and Opportunities

  • Trends and Opportunities
    • Even More Optimism for Natural HBC Than in Previous Editions
    • We Now Know: All Ages, Incomes Targetable
    • The Big Blur
    • Big Blur I: Natural HBC’s Crossover to Mass Still a Micro Movement
    • Big Blur II: Natural HBC Marketers Retool
    • Be Sure That Your Natural HBC Works on Humans…
    • Connecting “Natural/Organic” to “Green” or “Fair Trade”
    • To Get Beyond Natural Channel, Advertise and Promote to Consumers
    • Nail the Sometime Splurgers and the Product Evaluators
    • License, License, License; Endorse, Endorse, Endorse
    • Imagine: All-Natural Prada Toothpaste
    • For Kids’ Sake, License!
    • Regulate to End Confusion

Chapter 3 Natural Skincare Products

  • The Products
    • Healthy Skin Is Beautiful Skin
    • Natural Skincare Category Has Six Segments
    • Face and Body
    • Deodorants
    • Soaps
    • Bath Products
    • Shaving Products
    • Fragrances
    • Skincare Needs of Ethnic Groups
    • Skincare for Teens/Tweens/Babies
    • Products Universally Positioned on Conditions/Concerns

  • Category Size and Growth
    • Natural Skincare in Double-Digit Glide to $3.6 Billion in 2002-2006
    • Table 3-1 U.S. Retail Dollar Sales of Natural Skincare Products, 2002-2006 ($ in Millions)*
    • Natural Food/HBC Channel Still Dominates
    • Natural Skincare’s Potential in Mass Is far From Realized
    • Table 3-2 Natural Skincare Products' Share of U.S. Mass-Channel* Retail Dollar Sales of All Skincare Products (Natural and Non-Natural), by Segment, 2002-2006 (Dollars in Thousands)
    • The Perspective with Sales of J & J Brands Restored

  • Factors in Future Growth
    • Growth Shaped by Same Factors as in Overall Natural HBC Market
    • Aging Boomers—and Fresh-Faced Teens—Fight Wrinkles
    • Natural Skincare Influenced by Prestige Channel
    • Stress Relief Positioning
    • What If the Majors Get Involved More Heavily?

  • Projected Sales
    • Natural Skincare Seen in Leap to $5.6 Billion by 2012
    • Table 3-3 Projected U.S. Retail Dollar Sales of Natural Skincare Products, 2006-2012 (Dollars in Millions)

  • The Marketers
    • Among 1,000 Natural Skincare Marketers, 100 Notables
    • Most Players Are Privately Held Specialists
    • A Few Operate Only Outside of Natural Food/HBC Channel
    • Table of Marketers and Brands
    • Table 3-4 Leading Marketers of Natural Skincare Products, and Their Representative Brands

  • Natural Skincare Product Trends
    • Wave of 800 New Natural Skincare SKUs in 2006
    • Table 3-5 Numbers of New Natural or Organic Skincare Products, by Product Type, 2002-2006
    • Pomegranate and Other Food Ingredients Popular
    • Prestige-Appropriate Price Tags
    • Table 3-6 Selected New Introductions of Natural or Organic Skincare Products, 2006-2007

  • Consumer Advertising and Promotions
    • Natural Skincare Advertisers Spend Over $7 Million in 2006
    • Magazines Used Almost Exclusively
    • Murad Leads Three Million-Dollar Spenders
    • Consumer Advertising Positioning
    • Power of the Skincare Beauty Shot
    • Tranquility and Balance
    • Anti-Aging Properties
    • The Advertorial/Infomercial Approach
    • It Works!
    • “Honor Your Body with Consciousness”
    • Consumer Promotions
    • Natural Skincare Promos Befit Higher Price Tiers
    • An In-Pack Sample
    • Tie-ins with Charities
    • At Sundance, Gift Baskets for Celebs

Chapter 4 Natural Haircare Products

  • The Products
    • Same Four Product Segments as Mainstream, But Different
    • Emphases
    • Shampoos and Conditioners
    • Styling Products and Treatments
    • Haircare, Relaxers/Straightenders and All Other
    • Cosmeceutical Functions

  • Category Size and Growth
    • Natural Haircare Charges to $1.3 Billion in 2006
    • Table 4-1 U.S. Retail Dollar Sales of Natural Haircare Products, 2002-2006 (Dollars in Millions)
    • Natural Food/HBC Channel Remains in Control
    • Natural Haircare Presence in Mass Still Miniscule
    • Table 4-2 Natural Haircare Products' Share of U.S. Mass-Channel* Retail Dollar Sales of All Haircare Products (Natural and Non-Natural), by Segment, 2002-2006 (Dollars in Thousands)
    • If J & J Brands Were Included...

  • Factors in Future Growth
    • Some Factors the Same as in Overall Natural HBC Market
    • Healthy Hair = Beautiful Hair
    • You’ll Keep It, If You Treat It Nice
    • Young Adults Blame Hair Loss on Stress, Rough Treatment
    • Rise of Pop Prestige Enables Higher Haircare Prices in Mass
    • African Americans, Other Ethnic Groups Lean Toward
    • Gentler Haircare
    • Hispanics
    • African Americans
    • Asians
    • Table 4-3 Projection of U.S. African-American, Asian, and Hispanic Populations, by Gender, 2006-2020(In Thousands)
    • Teens, Tweens Still Mostly Ignored by Natural Haircare Players
    • Natural Haircolor Niche to Grow

  • Projected Sales
    • Natural Haircare to Blow Past $2 Billion Mark in 2012
    • Table 4-4 Projected U.S. Retail Dollar Sales of Natural Haircare Products, 2006-2012 (Dollars in Millions)

  • The Marketers
    • Hundreds of Natural Haircare Marketers, But Few Standouts
    • Mostly Small Specialists
    • Some Marketers Prefer Life Outside the Natural Channel
    • Table of Marketers and Brands
    • Table 4-5 Leading Marketers of Natural Haircare Products, and Their Representative Brands

  • Natural Haircare Product Trends
    • Haircare Marketers on a New Product Roll
    • Table 4-6 Numbers of New Natural or Organic Haircare Products, by Product Type, 2002-2006
    • Botanicals Forever
    • Reformulations of Mainstream Brands
    • Probiotics for the Hair
    • Table 4-7 Selected New Introductions of Natural or Organic Haircare Products, 2006-2007

  • Consumer Advertising and Promotions
    • Natural Haircare Advertisers Spend $3 Million in 2006
    • Magazines Preferred
    • Estée Lauder the Only Million-Dollar Advertiser
    • Few Other Natural Haircare Advertisers
    • Consumer Advertising Positioning
    • Beautiful Picture, Beautiful Product
    • Organic Haircare = Luxury
    • “Honor Your [Hair] with Consciousness”
    • Shampoo to Brighten Your Hair’s Color
    • Consumer Promotions
    • For Natural Haircare, Promos Other Than Coupons
    • “Become a Friend of the Family”
    • A Twofer
    • Free Gift with Purchase

Chapter 5 Natural Oral Care Products

  • The Products
    • Natural Oral Care’s Four Product Segments
    • Tooth Cleaners and Whiteners
    • Mouthwash
    • Toothbrushes and Floss
    • All Other
    • Fluoride and Foaming Agents—Are They Safe?

  • Category Size and Growth
    • Natural Oral Care Races to $821 Million in 2002-2006
    • Table 5-1 U.S. Retail Dollar Sales of Natural Oral Care Products, 2002-2006 (Dollars in Millions)
    • Natural Channel Accounts for Up to Three-Quarters of Retail
    • Mass Accounts for as Much as 10% of Category Dollars
    • Yet Natural Oral Care Is Barely Noticeable in Mass
    • Table 5-2 Natural Oral Care Products' Share of U.S. Mass-Channel* Retail Dollar Sales of All Oral Care Products (Natural and Non-Natural), by Segment, 2002-2006 (Dollars in Thousands)

  • Factors in Future Growth
    • Overall Natural HBC Market Factors Mirrored in Oral Care
    • Middle-aged Population Occupied with Oral Health
    • Natural Oral Care an Answer to Mainstream’s “Innovation Fatigue”
    • “Natural” Becomes “Semi-Natural”
    • Believe It: Whiteners Won’t Be Drivers for Long
    • Natural Oral Care to Build Presence in Prestige
    • Kids’ Natural Oral Care Cries Out for Licenses

  • Projected Sales
    • Natural Oral Care Wave to Hit $1.6 Billion in 2012
    • Table 5-3 Projected U.S. Retail Dollar Sales of Natural Oral Care Products, 2006-2012 (Dollars in Millions)

  • The Marketers
    • Hundreds of Natural Oral Care Players, But Few Notables
    • Most Players Are Natural HBC Specialists, Not Drug Companies
    • Table of Marketers and Brands
    • Table 5-4 Leading Marketers of Natural Oral Care Products, and Their Representative Brands

  • Natural Oral Care Product Trends
    • Ongoing Use of Botanicals in Natural Oral Care Products
    • Whitening Functions
    • Both Fluoride and Non-fluoride Products
    • Table 5-5 Selected New Introductions of Natural or Organic Oral Care Products, 2006-2007

  • Consumer Advertising and Promotions
    • Almost No Natural Oral Care Media Buys in 2006
    • Tom’s of Maine a Minor Spender
    • Consumer Advertising Positioning
    • Health for Your Whole Mouth
    • Three TV Spots Address Ethical Issues
    • An Enviro-kind Toothbrush
    • Consumer Promotions
    • Couponing Still Rare in Natural Oral Care Category
    • Philanthropy
    • A Contest

Chapter 6 Natural Color Cosmetics Products

  • The Products
    • As in Mainstream, Four Segments Are Face, Eye, Lip, Nail
    • Facial Makeup
    • Eye Makeup
    • Lip Color
    • Nail Polishs

  • Category Size and Growth
  • Natural Makeup Blooms to $341 Million in 2006
  • Table 6-1 U.S. Retail Dollar Sales of Natural Color Cosmetics, 2002-2006 (Dollars in Millions)
  • Natural Food/HBC Channel Still Commands Natural Makeup Category
  • Mass Accounts for Just 1% or 2% of Natural Makeup Sales
  • …While Natural’s Share of Makeup Sales in Mass Is Still Negligible
  • Table 6-2 Natural Color Cosmetics' Share of U.S. Mass-Channel* Retail Dollar Sales of All Color Cosmetics (Natural and Non-Natural), by Segment, 2002-2006 (Dollars in Thousands)
  • If Sales of J & J Brands Are Added Back In...

  • Factors in Future Growth
  • Some Factors the Same as in Overall Natural HBC Market
  • Natural Makeup’s Efficacy: Does It Work?
  • Shelving Still Problematic: Do They Have My Shade?
  • Wellness Takes a Back Seat to Vanity
  • “Lite” Green vs. “Bright” Green
  • Serving Teen/Tween Needs Will Ensure Future Use
  • Table 6-3 Projected U.S. Population of Girls Aged Infancy through 19, by Age Bracket, 2005-2010 (In Thousands)
  • Projected Sales
  • Natural Makeup to Rush Toward $700 Million Mark in 2012
  • Table 6-4 Projected U.S. Retail Dollar Sales of Natural Color Cosmetics, 2006-2012 (Dollars in Millions)
  • The Marketers
  • Of 250 Natural Color Cosmetics Marketers, 40 Are Significant
  • Virtually All Players Are Privately Held Specialists
  • Table of Marketers and Brands
  • Table 6-5 Leading Marketers of Natural Color Cosmetics, and Their Representative Brands
  • Natural Color Cosmetics Product Trends
  • Over 500 New Natural Makeup SKUs in 2006
  • Table 6-6 Numbers of New Natural or Organic Color Cosmetics Products, by Product Type, 2002-2006
  • Exotic Ingredients and Cosmeceutical Value
  • Balms Become Glosses Become Lipstick
  • Shimmers
  • Promo/Seasonal Lines
  • Table 6-7 Selected New Introductions of Natural or Organic Color Cosmetics, 2006-2007
  • Consumer Advertising and Promotions
  • Over $2 Million Spent to Advertise Natural Makeup in 2006
  • MD Formulations/Bare Escentuals the Sole Spender

    Chapter 7 The Competitive Situation

    • A Brief Competitive Overview
    • A Brief Competitive Overview
      • “Big Blur” Describes Both Retail Dynamics and Marketers’ Crossover Strategies
      • Retail Dynamics Mandate New Positionings
      • Active in New Channels, Natural HBC Marketers Spruce Up Brand Images
      • Some Players Compromise Natural/Organic Formulation
      • Acquisition a Strategy From Within and Without
      • Marketer Shares and Competitve Profiles Sections

    • Marketer Shares
      • Special Note on Share Data
      • L’Oreal, Estée Are Top Natural HBC Marketers in 2006
      • Hain Celestial and Burt’s Bees Are Leading Natural Specialists
      • Table 7-1 Share of U.S. Retail Dollar Sales of Natural Personal Care Products Through All Outlets, by Top 30 Marketers, 2006 (Dollars in Millions)

    • Competitive Profile: AEA Holdings/Burt’s Bees, Inc.
      • Sales Estimated at Up to $125 Million
      • Down-home Image, Cutting-edge Retail Stance
      • Burt’s Cuts Red Tape, Sets Own Natural/Organic Standards
      • “Seminars” Are Grassroots Promos

    • Competitive Profile: Colgate-Palmolive Co./Tom’s of Maine, Inc.
      • Net Sales Jump Past $12 Billion Mark in 2006
      • Tom’s Has Been a Dual-channel Marketer Since 1983
      • Colgate Pares Down Tom’s Product Line
      • How Colgate Might Guide Tom’s in Future
      • Other Famous Colgate Brands

    • Competitive Profile: The Estée Lauder Cos., Inc./ Aveda Corp.
      • Net Sales Approach $6.5 Billion in Fiscal 2006
      • Carpeting Prestige, Mass With Upscale Brands
      • Natural/Organic Aveda Focused on Haircare
      • Estée Lauder Acquiring Ojon
      • Aveda the Green Marketer/Retailer

    • Competitive Profile: The Hain Celestial Group, Inc.
      • Net Sales of $739 Million in Fiscal 2006
      • Straddling Mass and Natural Channels Since 1959
      • Hain Celestial’s Personal Care Brand Roster Tripled in 2004-2007
      • Many Other Brands Are Household Words

    • Competitive Profile: Now Health Group, Inc.
      • Annual Sales Estimated at $51 Million
      • After Six Decades of Expansion, Now Forays Into Personal Care
      • Fruitful Yield: Now’s Retail Involvement

    • Competitive Profile: Weleda AG/Weleda, Inc.
      • Sales Estimated at $215 Million
      • Weleda: We Were New Age Before New Age Was Cool
      • Active in Skincare, Haircare, Oral Care
      • Marketing-wise, Weleda Strives to Reach the Millions

    • Three Marketers to Watch
      • Three Small Marketers with Big Promise
      • Carol’s Daughter LLC
      • Korres Natural Products USA

    Chapter 8 Distribution and Retail

    • Distribution
      • Most Natural HBC Moves Through Distributors
      • Still at Least 25,000 Stores in Natural Food/HBC Channel

    • At the Retail Level
      • Natural HBC Yields Great Margins
      • Assortments Outside Natural Channel Improving—Slowly
      • Golub’s Price Chopper Adds 1,000 Natural SKUs
      • Rewards Clubs
      • Fine-targeting Coupons to Individual Consumers

    • Retail Focus: Delhaize Group/Hannaford Bros. Co.
    • Delhaize Posts Record Net Sales of €19 Billion
    • Hannaford Goes Natural/Organic in High-profile Way

  • Retail Focus: Whole Foods Market, Inc.
  • Sales Top $5.6 Billion in Fiscal 2006
  • Whole Body HBC Department Is Wholly Natural/Organic
  • Whole Foods’ Fair Trade “Guarantee”
  • Whole Foods Fights to Acquire Wild Oats

    Chapter 9 The Consumer

    • About Simmons Data
      • What They Are…
      • …And How to Use Them
      • The Survey’s Overall Adult Gauge
      • Marketing Regions Defined
      • Table 9-1 Projections of Numbers of U.S. Adults, by Demographic Factor, 2006(In Thousands)

    • The Natural/Organic Products Shopper
      • One in Five Shoppers Encounter the “Organic, Green, Eco-Friendly”
      • Few Shoppers Go Straight to the Source for Product Info
      • More Time Spent Beautifying, But Most Think Value-HBC Is Fine
      • Burt’s Bees: All Women Want Regulation of “Natural” on Labels
      • Green Awareness Growing at Lightning Speed
      • Table 9-2 Top Ten Favorite Green Brands in The United States and The United Kingdom, 2007 (Adults)
      • The LOHAS Consumer

    • The Consumer: Psychographics/Attitudes
      • Agreement with Statements on Health and Green Consciousness
      • Table 9-3 Numbers of U.S. Adults Strongly Agreeing With Ten Statements Concerning Health and Environmental Consciousness, 2006
      • Health/Green-mindedness Skews Female, Older, Lower Income
      • Table 9-4 Demographic Characteristics Favoring Strong Agreement With Ten Statements Concerning Health and Environmental Consciousness, 2006 (Adults in Thousands, in Recent 12 Months)

    • The Eco-Shopper Consumer
      • One in Four Adults Is an Eco-Shopper
      • Women, Seniors, Low Incomes Mark Pool of Eco-Shoppers
      • Table 9-5 Demographic Characteristics of the Packaged Facts/Simmons Eco-Shopper,* 2006 (Adults in Thousands)
      • Eco-Shopper,* 2006 (Adults in Thousands)

    • The Consumer: Natural Skincare Brand Use
      • Almost 4 Million Users of The Body Shop Skincare Products
      • Diverse Levels of Affluence Mark Use of The Body Shop Brand
      • Table 9-6 Demographic Characteristics Favoring Use of The Body Shop Brand of Skincare Products, 2006 (Adults in Thousands, in Recent 12 Months)
      • Over 1 Million Use Burt’s Bees Skincare Products
      • Burt’s Bees Data Feature Youth, Presence of Teen Kids, High Income
      • Table 9-7 Demographic Characteristics Favoring Use of the Burt's Bees Brand of Skincare Products, 2006 (Adults in Thousands, in Recent 12 Months)

    • The Consumer: Natural Haircare Brand Use
      • Over 3 Million Aveda Users
      • Table 9-8 Numbers of Users of Aveda Haircare Products, by Product Type, 2006 (Adults In Thousands; In Recent 12 Months)
      • Aveda’s Core Audience Young-ish, White-ish and Affluent
      • Table 9-9 Demographic Characteristics Favoring Use of the Aveda Brand of Haircare Products, 2006 (Adults in Thousands, in Recent 12 Months)
      • The Consumer: Natural Oral Care Brand Use
        • Tom’s of Maine Toothpaste User Base Approaches 3 Million
        • Tom’s Use Skews to Middle-agers, Whites and White-collar Workers
        • Table 9-10 Demographic Characteristics Favoring Use of the Tom's of Maine Brand of Toothpaste, 2006 (Adults in Thousands, in Recent 12 Months)

      • Consumer Focus: Patronage of Whole Foods and Trader Joe’s
        • Whole Foods Welcomes 7 Million Shoppers per Month
        • Trader Joe’s Packs in 11 Million per Month
        • Except for Age Factor, Two Chains Share Same Skews
        • Table 9-11 Demographic Characteristics Favoring Patronage of Whole Foods Market, Inc., Stores, and Trader Joe's Stores, 2006 (Adults in Thousands, in Recent 4 Weeks)
        • Ethnic Patronage
        • Special Note: Two Retailer’s Data Combined in This Section
        • Hispanics, Blacks Lead Ethnic Shoppers at Whole Foods/Trader Joe’s
        • Table 9-12 Numbers of Patrons of Whole Foods Market/Trader Joe's Stores [Retailer Data Combined], by Race and Hispanic Origin, 2006 (Adults in Thousands, in Recent 4 Weeks)
        • Data Point to Affluent Ethnic Whole Foods/Trader Joe’s Shopper
        • Table 9-13 Demographic Characteristics Favoring Patronage of Whole Foods Market/Trader Joe's Stores [Retailer Data Combined], by Race and Hispanic Origin, 2006 (Adults in Thousands, in Recent 4 Weeks)

    Appendix: Addresses of Selected Marketers

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