Hello, jlros-ga!
I was able to find quite a bit of market data on the natural
toiletries industry, in general. As I note in my last paragraph,
however, there was little separation in articles between natural and
organic.
Global Statistics from Datamonitor
***********************
Overall market value of natural toiletries
2001-2006 (£m)
2001 2006
France 236.51 700.33
Germany 552.43 881.74
Italy 103.36 239.83
Spain 76.56 174.44
UK 655.32 1,509.31
US 2,862.72 7,533.50
From these statistics, the U.S is clearly the market leader, and
should remain so.
http://media.guardian.co.uk/marketingandpr/table/0,7494,561871,00.html
(could not find exact date for the above Datamonitor report)
*****************************************************************
United States
****************
From “US Personal Care: Natural Products Growing at 21% per year.”
Datamonitor (5/17/2002) at
http://www.datamonitor.com/~e81a6ba806434249ba982926f47ef03a~/all/news/product.asp?pid=37BA6B39-8E81-4F19-B71D-7E46A59A6A87
“Health warnings, environmental concerns and organic attitudes have
all contributed to the growth in popularity of natural-based personal
care products. The US is the biggest market for natural personal care
products and it set to grow at a CAGR of 21.4% up to 2006. To meet the
growing demand, chemical companies have developed extensive ranges of
'natural' raw materials for personal care firms.” (See chart)
From “Being Green: the roadmap for success in natural personal care
products includes a marketing model,” by Darrin C. Duber-Smith. Global
Cosmetic Industry. (9/2002) at
http://www.findarticles.com/cf_0/m0HLW/9_170/91965728/print.jhtml
“A quick marker scan tells you that natural personal care sales in
the United States, which according to San-Diego, California-based
Nutrition Business Journal account for nearly ten percent of all
health and beauty sales in the United States, were $4.1 billion in
2001. Sales are expected to grow annually at 20-25 percent, comprising
20 percent of the total market by 2004. This is clearly an area that
cannot be ignored in an industry where growth sits at around five
percent. Further scanning reveals that this area is attractive because
it fits with identifiable market trends.”
“What drives this market? There are several variables involved in
consumers' choices geared more toward natural products and away from
their synthetic counterparts. As previously mentioned, clinical
research now supports natural ingredients and their claims of safety,
efficacy and batch-to-batch consistency. Branded natural products are
available now in mainstream channels so that everyone can capitalize
on the self-treatment trend that has characterized the growth of
nutritional supplements and functional foods in recent years.”
“Natural ingredients are available in more concentrated states, and
there is now more collaboration than ever before among suppliers and
manufacturers so that costs can be minimized. Many consumers are
demanding products free from chemical impurities, products that are
biodegradable, are consistent with environmental and personal health
awareness, alleviate any animal concerns such as BSE and testing, and
address user sensitivity and irritation to certain compounds. These
consumers are not going away and will comprise a greater share of the
total market every day. These products are therefore not "trendy" but
an actual "trend," here to stay until market data tells us otherwise.”
According to “State of the industry: despite difficult economic
conditions in 2001, the global personal care industry posted strong
results, driven by steady sales in North America and Europe and
impressive growth in emerging markets,” by Janae Lepir. Global
Cosmetic Industry (June, 2002) at
http://www.findarticles.com/cf_0/m0HLW/6_170/87509201/print.jhtml :
“By 2006, the global market for natural beauty products will be
worth more than $10 billion with the market for cosmeceuticals in the
United States alone worth more than $5 billion.
Another major trend in 2001 was the wellness trend, which prompted
a flush of new aromatherapy and spa products claiming a full range of
therapeutic properties. In 2001, the market for aromatherapeutic
products in France, Germany and the UK was valued at US$523.3 million,
compared to US$47 million in 1996. In global terms, the United States
was--and still is--the world's largest market for aromatherapeutic
products. Although the aromatherapy trend appears to be waning,
largely due to market saturation by aromatherapy-style products, it
did help to popularize a number of botanicals now positioned as a
"value-add" for their topical effects, such as anti-aging or skin
clarifying.”
From “Skin and Hair Products Go Natural,” by Bob Galinsky. Market Asia
(March/April 1997) at
http://www.marketag.com/ma/news/archive/v41/skin.stm :
“From chamomile shampoo to calendula toothpaste, raspberry loofa
soap to vanilla ambrosia cologne, eucalyptus herbal bath oils to aloe
vera skin cream, natural personal-care products are now a big
business. U.S. sales reached US$1.62 billion last year and are
expected to continue at a rate of 10 percent annually.”
“Because natural products account for only 6 percent of the
cosmetics and toiletries trade, there is plenty of room for growth.
Industry analysts have discerned the following trends, which will help
determine the directions growth will take.”
“According to natural products distributors, skin care products,
including sunscreens and suntan lotion, toners, astringents, body
lotion, and facial cleansers, are the fastest-growing category of
personal-care products, with 30 percent sales growth from 1995 to
1996. As the population ages in the United States, anti-aging creams
are becoming enormously popular. Also, sales of natural shaving
products for men are on the rise, up by 24 percent from 1995 levels.
Sales of soap and bath preparations were up by 13 percent, led by hair
conditioners, the fastest-growing item in this category, with 100
percent sales growth. Oral care product sales were up by 6 percent,
with the fastest growth in mouthwash and breath fresheners, whose
sales increased by 25 percent. Deodorant sales grew by 24 percent, and
sales of body and massage oils were up 7.3 percent.”
“Company growth and natural toiletries – The Body Shop, Bath and
Body Works, Wild Oats Market and Whole Foods Supermarket, large US
and UK drugstore chains, and some “all-purpose” retailers like Walmart
have all joined in the trend toward stocking natural toiletries. The
UK -based Body Shop grew from fewer than 100 stores in 1992 to almost
300 in 1996.”
“If people value their health, they have to go natural. Synthetic
personal-care products generally are not as effective as natural ones,
and may have unforeseen negative consequences. Natural products, in
contrast, are safer and environmentally cleaner, and offer a better
product for the personal-care consumer.” If the current growth in the
personal-care industry is any indication, U.S. consumers agree with
this perspective.”
From “Haircare: More than half the US market will be natural by 2006.”
Datamonitor (4/8/2002) at
http://www.datamonitor.com/~e81a6ba806434249ba982926f47ef03a~/all/news/product.asp?pid=16D1C556-3D60-47A9-B2E7-7EAB1AE7FB75
“Consumers equate 'natural' with 'healthy' and haircare products are
especially suited to include natural raw materials. Natural healthcare
products have taken off in the US, these products represented 22.4% of
the haircare market in 2001 and this will grow to 51.3% in 2006.
Herbal extracts, in particular, have proved popular and are used to
enhance the overall product image.” (See chart)
Italy (Interesting)
****************
“Over the past five years Italians have been keeping pace with the
rest of Europe in realising the benefits of a healthy lifestyle. This
is reflected in the growing popularity of non-traditional healthcare
treatments (eg. homeopathic, naturopathic, herbal, ayurveda) and the
increase in sales of cosmetic and toiletry products containing
non-synthetic ingredients.”
(Note: “Since Italy imports virtually all its raw materials, it is
possible to supply Italian manufacturers with ingredients such as aloe
vera, lavender, and essential oils. There are also good prospects for
products that distinguish themselves from what is already available on
the Italian market, eg. tea-tree and eucalyptus-based products.”)
Read “Toiletries and Cosmetics to Italy.” Australian Trade Commission
(2002) at http://www.austrade.gov.au/print_template/0,1059,ContentGroup%253Dcountryindust%2526ContentType%253Dcountryindust%2526ContentSection%253D%2526MetaRID%253DPWB1545435,00.html
Additional information:
Read “Value Drugs targets natural skin care with aggressive
merchandising Andrea M. Grossman. Drug Store News. (March 6, 2000) at
http://www.findarticles.com/cf_0/m3374/3_22/60122876/print.jhtml
The reason market information is hard to come by through internet
searches is because the larger research firms have a tight reign on
product and market information. For example, to find out more, you can
order the report below, for a hefty price!
Report Number : 2730-021
The European Natural Cosmetics and Toiletries Market
“Overview of the cosmetics and toiletries industry focusing on the
natural products sector and its place in the market; prominent
players; consumer opinions; legal and environmental aspects; problems
and possibilities for further development in natural cosmetics and
toiletries sector; strengths, weaknesses, opportunities and threats to
the natural cosmetics market; key factors for success;
country-by-country analyses”
Countries Covered : W. Europe
Date : 1997 Price : £ 2,250
Market Search : http://www.marketsearch-dir.com/html/d2730.htm
I was hard pressed to find any articles or data on market share that
separate organic products from “natural” products in the toiletry
industry. There was plenty of information on organic products and
companies, but nothing reflecting sales data. Now, if you wanted
information on organic food, that would be another story!
I hope the above information is useful. Don’t hesitate to ask for
clarification if you need it.
umiat-ga
Google Search Strategy
natural toiletries market
growth of natural toiletries market
FindArticles.com
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+Organic beauty products
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