Bentley Organic, which retails low-cost organic cosmetic and personal care products, has suggested that, despite the naturals market currently booming, more consumers would be likely to embrace the trend should they not associate it with premium prices.
The company has stated that in order for cosmetic manufacturers to provide a sustainable choice of products that are safe for the environment, but that do not fall under the premium product price bracket, manufacturers need to broaden their appeal and become more accessible to consumers.
Briony Davis mirrored these sentiments at a seminar at In-Cosmetics Paris this year, suggesting that disposable income will not be as high in 50 years time.
Therefore manufacturers need to start thinking outside the box in order to entice more consumers to buy natural products that offer a safer alternative to chemical driven synthetic ingredients often found in mainstream cosmetic product.
Low cost supermarkets have begun to pick up on this trend, with leading chains such as Tesco and Waitrose both developing own brands to attract the low cost consumer who does not have the income to purchase higher cost brands.
Likewise, Bentley Organic has collaborated with Asda to retail its organics range, which is aimed at the low-cost market - priced between £1.98 to £2.98
Indeed, consumers are now beginning to demand not only organic cosmetics, but also cosmetic products that also fall under the fair-trade umbrella - as demand mounts for products that are made without animal testing.
Nica Lewis, head consultant of cosmetic research at Mintel stated, "As we have seen in food, Fairtrade is becoming more important in the world of beauty and it is again UK brands, such as Organic Apoteke, that are leading the way here, by creating organic ranges with ethically sourced and Fairtrade ingredients".
"We are likely to see more of these beauty products in our supermarkets and department stores over the next few years, as consumers demand not only organic, but ethically sourced products with a minimal carbon footprint" Lewis said.