Inside the Minds of Natural Consumers: Consumer Insights of Natural Home and Personal Care Products 1st Edition To Be Published 2nd Quarter 2013 Base Year: 2012 With terms like “natural” and “organic” being used on so many consumer products sold across all channels, it is important for manufacturers to understand what consumers think about the labels and the concepts behind them. The market for natural personal care products and for natural home care products has seen exciting growth and attention, which has led many players—large, small, and inbetween— to vie for share. In this crowded marketplace, marketers can stand out by understanding consumers’ perceptions about natural products.

1. Consumer Products
In-Depth Report Series
Inside the Minds of Natural Consumers:
Consumer Insights of Natural Home and Personal Care
Products
1st Edition
To Be Published 2nd Quarter 2013
Base Year: 2012
Regional Coverage With terms like “natural” and “organic” being used on so many consumer products
sold across all channels, it is important for manufacturers to understand what
China consumers think about the labels and the concepts behind them. The market for
France natural personal care products and for natural home care products has seen
exciting growth and attention, which has led many players—large, small, and in-
Germany
between—to vie for share. In this crowded marketplace, marketers can stand out
United Kingdom by understanding consumers’ perceptions about natural products.
United States
Augmenting its over 50 years of market knowledge with consumer-centered
insight research, Kline & Company is pleased to announce a unique and powerful
study on consumer insights of natural products. Subscribers to this Kline report
will receive penetrating consumer insights that go beyond what has been done in
the past on this topic.
The study addresses such questions as:
How do consumers perceive natural and organic claims, and what differences do
they perceive between the two?
What are consumers’ perceptions of efficacy of natural vs. organic vs. “regular”
products?
What does “natural personal care” mean to consumers? What does “green
cleaning” mean?
What would lead occasional natural buyers to become more frequent natural
buyers?
In what situations are consumers willing to pay extra for some categories or
features?
www.KlineGroup.com
Report #Y733 | © 2012 Kline & Company, Inc.

2. Inside the Minds of Natural Consumers:
Consumer Insights of Natural Home and Personal Care Products
Report Scope
Personal care and home care marketers face the challenge of trying to understand an extremely fragmented group
of millions of consumers. Consumer behaviors and interactions in the market are highly complex, and influenced by
a vastly connected and engaged world. Companies seeking to satisfy these customers have difficulty understanding
their desires and perceptions using traditional tools. However, by using advanced consumer research techniques
based on complexity science and backed by sophisticated software, it is possible to pinpoint the perceptions
underlying consumer behavior.
It is always important to know how to most efficiently utilize limited resources. Now more than ever, executives need
to listen to consumers to know what they value in natural products, and in what circumstance would they buy more
of them. Such awareness would allow companies to more efficiently invest in product development and marketing.
But it is not enough to just listen to what consumers say. One needs to understand what they mean, and that
understanding must not be tainted by expert bias. In other words, marketers need to see the world through the eyes
of the consumers themselves, to get into the minds of the consumers. Kline & Company is able to gain rich insights
that are not possible with traditional survey techniques by incorporating the most advanced consumer research
methodology from Cognitive Edge using an emergent process.
This research will take up where other research has left off. While companies may already have a grasp of what the
“fully green” consumers like and want, there is a wealth of opportunity in the other segments of the population, or
the “partially green” and “not-yet-green” consumers. The unique methodology used will enable Kline to get to why,
or in what circumstances, some consumers that traditionally buy regular products have sometimes purchased
natural products. It will explain what has obstructed them from purchasing natural products more often, and how
those obstacles may be overcome. The scope is intended to provide clients with useful insights to enable them to
design products and marketing messages for a larger proportion of the population, to gain higher market share and
more new customers.
Key Benefits
Subscribers will gain powerful insights into the underlying views of consumers regarding natural and organic
consumer goods. The report will allow clients to see patterns of consumer perceptions and the aspects of products
they like and dislike, getting feedback on product offerings and brand positioning. This report will enable subscribers
to:
Make crucial decisions about where to invest scarce research or marketing budgets
Gain competitive advantage through deep dives into motivations of consumers
Identify the contexts in which consumers are the most enthusiastic about natural products
Formulate targeted marketing message that most resonate with these consumers
Design tactics and strategies leading into successful brand concepts
www.KlineGroup.com Report #Y733 | © 2012 Kline & Company, Inc.

3. Inside the Minds of Natural Consumers:
Consumer Insights of Natural Home and Personal Care Products
Tentative Report Contents for Each Country Volume
1. Introduction
This section will describe the format, scope, approach, and methodology of the report.
2. Executive Summary
This chapter will summarize the findings of the research and give conclusions.
Key findings, comments, and opportunities
Actionable recommendations so that the client can take full advantage of the knowledge obtained
Analysis and comparisons across countries
3. Consumer Analysis
This section gives details—textually and graphically—of the consumer profiles, such as the partially green and not-yet-green segments. It will
analyze the answers to the study objectives:
How do consumers perceive natural and organic claims, and what differences do they perceive between the two?
What are consumers’ perceptions of efficacy of natural vs. organic vs. “regular” products?
What does “natural personal care” mean to consumers? What does “green cleaning” mean?
What would lead occasional natural buyers to become more frequent natural buyers?
In what situations are consumers willing to pay extra for some categories or features?
4. Appendix – Correlations
In this chapter, Kline will show the correlations between the research parameters.
Table 1: Personal Care Product Table 2: Household Cleaning Product Classes
Classes to be Researched to be Researched
Fragrances Dish care products
Hair care Laundry care products
Makeup Multipurpose and specialty cleaners
Oral care
Skin care
Toiletries
Table 3: Proposed Countries to be Researched
China
France
Germany
United Kingdom
United States
NOTE: List of product classes and countries is subject to change based on charter subscriber input.
www.KlineGroup.com Report #Y733 | © 2012 Kline & Company, Inc.

4. Inside the Minds of Natural Consumers:
Consumer Insights of Natural Home and Personal Care Products
Methodology
Kline & Company is unmatched in our ability to gather hard-to-get market and competitive intelligence with a degree of confidence. Kline’s market analysis approach
places the principal emphasis on primary research techniques to ensure that the foundation of business intelligence and insight is accurate, current and reliable.
Combining our market and competitive intelligence with the most advanced consumer insight research methodology available, Kline will be able to offer our clients a
unique service, filling void in the market place. Kline’s extensive industry expertise in natural personal care and household cleaning products, combined with the unique
approach of Cognitive Edge, will allow our clients a new understanding of consumer behavior.
Building on a substantial investment in time and money to understand motivation, intent and other aspects of human behavior that lie below the surface, the Cognitive
Edge methodology is based on cultural anthropology, cognitive science and complexity theory. It is now being applied to complex issues relating to understanding
consumers. The use of emergent research, employing indirect questioning and gathering some of the responses in a narrative format, we are able to probe much
deeper than with other, more common methods. The material gathered contains not only the respondents’ experiences, but also nuanced insights into their views, in
the context of real experiences. The result is a statistical analysis of the patterns of the responses, which can be drilled down to examine the qualitative narrative
underneath the narrative. The estimated number of responses per country is between 400 and 600, based on statistically valid samples of each country’s population.
Kline Credentials
Kline is a worldwide consulting and research firm dedicated to providing the kind of insight and knowledge that helps companies find a clear path to success. The firm
has served the management consulting and market research needs of organizations in the chemicals, materials, energy, life sciences, and consumer products industries
for over 50 years.
Kline's research and consulting services extend across the entire personal care industry value
chain. Our solutions have helped clients develop better ways to create and profit from new Recently published or in-progress research for the Consumer
business opportunities, respond to competitive and economic threats, improve productivity, Products industry includes:
achieve sustainable growth, and optimize performance. Kline provides clients with facts,
Consumer Insights of Personal Care Innovation USA
forecasts, and recommendations based solidly on the realities of the market.
Cosmetics & Toiletries
Natural Personal Care
Our market research reports and services are designed to provide subscribers with a deeper
Professional Skin Care
understanding of their markets, an outlook for their business, and accurate information about
Beauty Retailing
their competitors. Our clients tell us they often use Kline's market research to validate their
own internal analysis, and many clients rely on Kline reports as their most critical source of information.
Cognitive Edge Credentials
Cognitive Edge and its practitioner network have worked with multinational corporations and governments in Asia, Europe, Africa, and the United States on
understanding human behavior and large population dynamics and influences.
Dave Snowden is the founder and chief scientific officer of Cognitive Edge. He is generally considered a pioneer in the application of a science-based approach to
organizational decision making, drawing on anthropology, neuroscience and complexity theory. He led the development of narrative as a research method. His work
spans government and industry dealing with complex issues and intractable problems relating to strategy.
Mr. Snowden was previously at IBM, as the director of the Institution for Knowledge Management and founded its Cynefin Centre for Organisational Complexity. He
was selected by IBM as one of the six "on-demand" thinkers for a worldwide advertising campaign.
His Harvard Business Review cover article in November 2007 with Mary Boone, A Leader's Framework for Decision-making, was selected as the 2007 Best Practitioner
Paper by the Organizational Behavior Division of the Academy of Management.
For more information about this study or Kline's other services, e-mail us at sales@klinegroup.com, visit our website at www.KlineGroup.com, or contact us at any of
our regional offices listed below.
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www.KlineGroup.com Report #Y733 | © 2012 Kline & Company, Inc.