Organic and Natural Strong Draw for Personal Care Shoppers: Study

HARLEYSVILLE, Pa. -- Desire is strong for organic and natural ingredients, but consumers want even more, in the way of benefits and premium ingredients in the personal care category, according to a study based on research conducted by the Natural Marketing Institute (NMI) here.

The study, Evolution of the Healthy/Premium Market for Personal Care, takes a deeper look into personal care consumers and their attitudes and behaviors as it relates to healthy and premium personal care products. More than half (53 percent) of respondents said they are looking for products made with premium or higher-end ingredients/ fifty-six percent are seeking fortification with special added ingredients, and 62 percent have a desire for products that have a specific benefit/claim, according to the study.

"Personal care is one of the fastest growing categories within health and wellness," said NMI president Maryellen Molyneaux. "But for manufacturers to succeed, they must provide a point of differentiation for their products that will attract shoppers. With consumers becoming more sophisticated and more conscious of what not only goes into their bodies, but on them, it's simply not enough for marketers to claim their products are derived from natural or organic sources. People are looking for products that deliver results or deliver a sensory experience."

The NMI study revealed five personal care consumer segments:

INDULGENTS: (27 percent) While natural/organic is appealing to this group, it is not the main criteria for this highly involved premium-oriented group, which splits equally between men and women. They want their personal care items to deliver a sensory experience and are salon brand oriented.

SEEKERS: (18 percent) Premium oriented, this predominantly female segment wants personal care products that deliver results. Age defying and clinically proven products produced by a brand they trust should meet with acceptance in this segment. Organic is not a driver, though natural is to some extent. Notably, they want a product that not only works, but also delivers a sensory experience.

NATURALAIRES: (21 percent) This segment is driven by organic and natural personal care components. They are not price driven and they lean toward premium. Notably, they are not sensory oriented, but do want effective products that won't block pores.

MINIMALISTS: (17 percent) This group takes a no fuss approach to personal care. They prefer to keep their hair, skin, and nails clean without much effort. While they have the distinction of being price conscious, they show a definite orientation toward effectiveness. Convenience, ease, and speed are key to their personal care regime.

UNINVOLVEDS: (15 percent) Preferring to "stick to the basics", this group is uninvolved in the category. They are not particularly price conscious (perhaps because they do not have many products in their repertoire) and the great majority are men.

For more information on the study, visit
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