Recently Whole Foods, one of the biggest suppliers of natural and organic personal care and cosmetics in the United States, became the most high profile retailer to date to lend its weight to the support of third party certification.
Back in June, the retailer made certification compulsory for any personal care or cosmetics products that it stocks, following in the lines of Seattle-based retailer PCC Natural Markets.
Organic Monitor says its research shows that this kind of move has already become a prerequisite for some European organic food retailers stocking personal care products, indicating that the US is now set on the same course.
Responding to consumer confusion
As in Europe, the move by US retailers is in response to consumer confusion as to what products are genuinely organic or natural, rather than just specific key ingredients being organic and the rest of the formula being ‘conventional’.
Tackling a lack of clarity and confusion stemming from this situation, Organic Monitor says its Masterclass will consist of two workshops that will help point the way for companies to get both ingredients or finished products certified.
The head of Organic Monitor’s Technical Research, Judi Beerling, will critically review the options available to individuals seeking certification in the United States in a workshop that forms the first part of the Masterclass.
'Cleaning up' formulations
Beerling will give specific guidance on issues such as ‘cleaning up’ formulations, and replacing synthetic ingredients, while scrutinizing the composition of leading semi-natural brands to see if they stand up to specific claims.
The second workshop is titled ‘Business Openings in the Global Market for Natural & Organic Cosmetics' and will relate the organization's latest research to illustrate how the competitive landscape is rapidly changing in the naturals and organic channel.
Organic Montitor believes the changes are resulting in increased competition from new entrants and mergers, which is raising the bar and making competition in the category all the more intense.