Natural and organic boosted by proven efficacy, says Kline

By Andrew MCDOUGALL contact

- Last updated on GMT

Natural and organic boosted by proven efficacy, says Kline

Related tags: Natural personal care, Cosmetics

The naturals trend is continuing in the personal care industry with increased consumer demand helping the natural and organic market post double digit growth for the sixth consecutive year.

A product that works and one that is safe are the normal expectations in the cosmetics industry and now, according to Kline & Company, growing consumer awareness and increasing efficacy of natural personal care products continues to attract consumers.

As such, the market researcher, who has been reporting on the natural and organic personal care market since 2007, says it is now at nearly $30 billion in global sales at the manufacturers’ level; a double digit growth in the last 12 months.

“Natural beauty has solidified its position as a mainstay in the industry and as much more than a passing fad,”​ says Kline.

“Plant-based ingredients were once enough to entice consumers; today a product’s function and efficacy are now regarded as at least as important as the ingredient source by many consumers.”

Notable growth

According to the company’s latest market report, Asia and Brazil are the fastest growing regions for the natural personal care market as they were both up around 15% in 2013.

Here in the US, as well as in Europe, Kline says the growth is perhaps ‘more notable’ as it is one of the few areas showing sustained high growth.

In the United States the natural segment surged by 7% compared to a 2% rise for the overall beauty market in 2013, and results were similar in Europe.

Leading the way for advancements and harmonization

The market there saw a 6% uptick in natural personal care sales, and is the second largest region for natural personal care products, accounting for approximately one-fourth of global sales.

The region has consistently led the way in terms of advancements and harmonization in certifications and standards, says Kline.

And the market researcher predicts that it won’t stop there, with new opportunities and trends on the horizon.

Already we have seen new products based on argan oil, açaí berry, pomegranate, and calendula, dominate the market and this is expected to continue.

“Furthermore, the non-GMO labeling trend that is now prevalent in food products is in the nascent stages in beauty, but expected to grow stronger,”​ adds Kline.

Related topics: Naturals & Organics, Market Trends

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