Evolution of Personal Care

Transcription

1 Evolution of Personal Care 2017 NMI Consumer Trends Tracker study Participation Opportunities NMI s annual consumer research study devoted to understanding consumer attitudes and behaviors related to personal care, body, skin, and hair products and their impact NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 1

2 NMI s Evolution of Personal Care (EPC): Summary The personal care industry has often been considered to be on the outskirts of the health and wellness industry. However, given that NMI research has shown that 52% of consumers believe that the personal care products they put on their skin are just as important as the healthy and natural foods they consume, the implications of personal care product ingredients for consumers are critical. You can generate strategic consumer insight into this growing market by participating in NMI s 2017 Consumer Tracker Study and The Evolution of Health in Personal Care. This study will trend over time to understand consumer preferences and needs with regard to natural and organic personal care and the melding of luxury with eco products. NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 2

3 Evolution of Personal Care: Summary This study will provide in-depth analysis of the following: NMI s proprietary consumer segmentation of the personal care shopper as well as the overlay of the LOHAS segmentation How consumers are integrating personal care into a healthier lifestyle Which product categories are poised for growth Believability of natural/organic personal care product benefits The impact of LOHAS (Lifestyles Of Health And Sustainability) The concept of Beauty from Within Sources of influence And much more NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 3

4 Evolution of Personal Care: Product Categories Product Categories Include: Skin Care (facial) Body care Hair care Men s personal care Sun Care Spa/Salon Aromatherapy NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 4

5 Evolution of Healthy/Premium Personal Care: Content Summary NMI s personal care consumer segments: INDULGENTS, SEEKERS, NATURALAIRES, MINIMALISTS and UNINVOLVEDS NMI s LOHAS segments: LOHAS, NATURALITES, DRIFTERS, CONVENTIONALS, AND UNCONCERNED Usage rates of ~54 personal care products, including: facial skin care, hands/body care, hair care and men s products Usage rates of ~50+ brands Personal care appearance concerns Multiple attitudinal measures Desired attributes/characteristics of specific products for face, hands/body and hair (~81 measures) Importance of specific ingredients (~43 ingredients) Avoidance of specific ingredients Channels shopped most often Desired shopping experiences Average amount spent on personal care products each month Sources of influence (~21 sources) NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 5

6 Evolution of Healthy/Premium Personal Care: Methodology & Objectives METHODOLOGY Quantitative research of 5,000+ U.S. adults Nationally projectable to the U.S. population Online research survey methodology Statistically significant at the 95% confidence level to +/- 1.4% GENERAL OBJECTIVES Quantify consumer behavior across healthy/premium personal care products Assess consumer awareness across specific brands/products Assess specific brand/product usage Identify purchase drivers by consumer/product segment Establish consumer purchase patterns across a variety of channels including: health and natural food stores, supermarkets, drug stores, department stores, specialty stores, catalog/mail order, television and the Internet Identify consumer appeal of specific ingredient types Measure reasons for usage of healthy/premium personal care products NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 6

7 NMI s Personal Care Consumer Segments (% general population in NMI defined consumer segments) UNINVOLVEDS : 15% Prefers to sticks to the basics and is uninvolved in the category Not price conscious (likely due to lack of products in their repertoire Great majority are men INDULGENTS : 29% Highly involved premium oriented Split evenly between men & women Want personal care items to deliver a sensory experience Salon brand oriented MINIMALISTS : 17% No-fuss approach to personal care Prefer to keep hair, skin and nails clean without much effort Looking for convenience, ease and speed NATURALAIRES : 18% Driven by organic and natural components Not price driven and lean toward premium Not sensory oriented but want effective products that won t block pores SEEKERS : 21% Premium oriented and predominantly female Want products that deliver results Age defying and clinically proven results appeal to this group Organic is not a driver, though natural is to some extent Looking for sensory experience Source: NMI s Evolution of Personal Care Database Natural Marketing Institute (NMI), NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 7

8 NMI s U.S. LOHAS Consumer Segmentation Model (% general population in NMI defined consumer segments) Unconcerned about the environment and society Active stewards of the environment Dedicated to personal and planetary health Lifestyle-oriented Heaviest purchasers of green/ socially responsible products Practical Yankee Ingenuity Conservation-oriented Good intentions, some barriers with follow-through Trendy Price sensitive Secondary target for many mainstream LOHAS products Personal health motivated More likely to use LOHAS-consumables than durables Income restricts some behavior, creating attitudinal versus behavioral disconnects Source: NMI s 2015 LOHAS Consumer Trends Database Natural Marketing Institute NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 8

9 2017 Evolution of Health in Personal Care Sponsorship Package Overview Proprietary/custom survey questions (2 minutes) Custom data tables: Across all sponsor-proprietary and core questions Including general population, the 10 NMI segments, and up to 20 custom banner points of sponsor s choice NMI custom analysis (50+ page PowerPoint report) Executive presentation and on-site consulting session (sponsorship costs exclude travel expenses) Recognition in printed materials (if desired) NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 9

10 2009 Evolution of Health in Personal Care Research Timetable Participation Deadline May 15, 2017 Proprietary Questions Completion : May 2017 Tracker Study in Field: June and July 2017 Deliverables: September thru December 2017 NMI, Evolution of Personal Care Consumer Tracker Study. All rights reserved 10

11 Evolution of Personal Care 2017 NMI Consumer Trends Tracker study Participation Opportunities For more information: kindly call your NMI rep or Maryellen Molyneaux, Managing Partner NMI (Natural Marketing Institute) 272 Ruth Road Harleysville, PA phone: , ext. 204 fax: All materials herein are by Natural Marketing Institute (NMI). All rights reserved. Reproduction, publication (internal and/or external), transmission, or other use of any of the within materials, including but not limited to graphics, data, and/or text, for any NMI, Evolution of commercial Personal Care or Consumer non-commercial Tracker purposes, Study. All is rights strictly reserved prohibited without the 11 prior express written permission of NMI.