Naturals skin care company Andalou Naturals has become the first personal care company in the US to bear the non-GMO certification label – posing the question as to whether this will now spark a new labeling trend.
The skin and hair care provider joined forces with the Non-GMO Project to get verification, certification and the right to bear the logo on the packaging across its range of products.
According to market researcher SPINS’ 2012 report, sales of Non-GMO Project verified products have now surpassed $2 billion dollars annually, a figure that underlines the growing importance of this category, but one that mostly accounts for the sale of food and beverages.
It's the fastest growing label in the natural products industry," said Megan Westgate , executive director at the Non-GMO Project.
Look out for the orange butterfly
"Go into any natural foods store, any product category, any shelf, and you'll find the label with the orange butterfly. This has really just happened in the last couple of years and it's continuing to grow exponentially," Westgate added.
Andalou is a relatively new brand on the market, and hit mass market channels in March of 2011 when it got nationwide distribution through Whole Foods Market.
The product range is based on fruit and stem cell science, and following its launch at Whole Foods Market it has garnered an even greater consumer profile since it has been picked up by cutting edge retailers, including Pharmca, Sprouts, Earth Fare and Vitamin Cottage.
Consumer awareness triggers demand for non-GMO
The growth of this cutting edge brand has been attributed to the fact that it is tapping into the consumer needs within the still fast-growing naturals segment.
This consumer is particularly concerned with both health and wellbeing, as well as environmental issues. With GMO often being linked to concerns over health and the environment, there is an increasing number of consumers who are looking for certified non-GMO alternatives.
Although this trend has been apparent in the food segment for many years, where consumers have been demanding information to give them the choice on GMO, this trend is now starting to creep into the personal care segment in the US.
Meanwhile in Europe, GMO labeled personal care products have been available for some time, although it is still a relatively small niche.