SEEKERS (21%)
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.
Fact: 55% of SEEKERS prefer to be left alone and make their own decisions when purchasing personal care products.
NATURALAIRES (18%)
This segment is motivated by organic and natural personal care components. They are not price-driven and they lean toward premium products.
Fact: 15% of NATURALAIRES shopped for body care products at natural grocery stores in the past six months.
UNINVOLVED (15%)
Preferring to “stick to the basics,” this group is uninvolved in the category and the great majority are men.
Fact: 33% of UNINVOLVEDS shopped for hair care products at regular grocery stores in the past six months.
INDULGENTS (29%)
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.
Fact: 57% of female INDULGENTS prefer to shop at mass merchandisers for their face, body and hair care products — more than any other shopping channel. Conventional supermarkets attract only 24% of this same group.
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.
Fact: 56% of MINIMALISTS shopped for facial care products at mass merchandisers in the past six months, compared to 32% at regular grocery stores.
NOTE: Segment percentages represent the portion of the general population that fits into each category.
More information can be found in NMI's newest research report: The Evolution of Natural, Organic and Premium Personal Care.
Contact Nancy White at (215) 513-7300, ext. 225 or [email protected].
