Harleysville, Pa. (July 2006) - According to research from The Natural Marketing Institute (NMI),
in 2005 U.S. consumers spent $4.9 billion on natural/organic personal care products - a figure that
shows growth of 22% over the previous year. Based on consumer usage patterns, future expected
shopping and other NMI trended consumer data, that figure could rise to nearly $11 billion in 2009.
To take a deeper look into the personal care consumer and their attitudes and behaviors as it
relates to healthy and premium personal care products, NMI recently conducted a study entitled The
Evolution of the Healthy/Premium Market for Personal Care. The study found that although there is a
strong desire for products offering organic and natural ingredients, consumers want even more in the
way of benefits and premium ingredients. More than half (53%) are looking for products made with
premium or higher-end ingredients, 56% are seeking fortification with special added ingredients and
62% have a desire for products that have a specific benefit/claim
According to NMI President Maryellen Molyneaux, "Personal care is one of the fastest growing
categories within health and wellness. 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."
Based on data and insight from The Evolution of the Healthy/Premium Market for Personal Care, NMI
has developed a proprietary personal care consumer segmentation among the U.S. population consisting
of five segments:
* INDULGENTS: (27%) While natural/organic is appealing to this group, they are 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%) 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%) 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%) 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%) 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.
"Identifying and understanding the nuances of these consumer segments is vital to marketers with
regard to consumer targeting, marketing strategies, new product development, and a range of other
initiatives," states Molyneaux.
These are some select findings from NMI's 2006 Evolution of the Healthy/Premium Market for Personal
CareTM study that was conducted in May 2006 among 5,517 U.S. general population adults. The data is
nationally representative, balanced to the U.S. Census, and has a margin of error of +/- 1.4% For
more information on the study, visit NMI's website at
http://www.nmisolutions.com/evolution_personalcare.html or contact Nancy White at
215-513-7300, ext. 225.
The Natural Marketing Institute (NMI) is a strategic consulting, market research, and business
development company specializing in the health, wellness, and sustainable marketplace. For more
information on NMI's other proprietary research reports and services, visit NMI's web site at