US naturals market: fast growth, segmentation and ethical claims

By Simon Pitman contact

- Last updated on GMT

The US naturals markets is continuing to grow at near double-digit rates driven by a number of underlying trends, including ethical claims and continued segmentation, according to Ecovia Intelligence.

The newly rebranded natural and organic market research outlet (formerly Organic Monitor), is highlighting these trends ahead of its Sustainable Cosmetics Summit, to be held in New York, May 3 – 5.

Robust growth is being driven by continued consumer interest in beauty and personal care products that are developed along sustainable and/or ethical lines using formulation that are free from synthetic or harsher chemicals.

Crowded store shelves mean further segmentation

In ultra-competitive segments such as hair care and skin, brands have managed to extend their reach by further segmenting their offerings, often veering into the realms of micro-segmentation, a characteristic that is also coming to increasingly define the naturals space.

As natural and organic brands develop products to target specific consumer segments, dedicated ranges for baby cares, expectant mums and men have continued to flourish.

But now that segmentation is being taken to the next level, an example being brands that target teenage girls, demonstrated by the Good For You Girls line, Ecovia experts point out.

Likewise, products with very specific applications are also burgeoning, including a growing selection of anti-aging lines, while brands such as Tata Harper and REN are at the cutting edge of industry trends with anti-pollution claims.

Ethical labels

Labelling and the all-important claims have long been a vital aspect of the naturals beauty space, but increasingly it is the right kind of ethical claims that is capturing the imagination of consumers.

To that end, the butterfly logo of the Non-GMO Project Verified, is now carried by over 500 beauty products in the US, including Dr. Bronner’s Magic Soaps and Andalou Naturals.

Fairtrade, vegan and gluten-free labels are also rising the in the ranks, which in turn is giving way to a rising incidence of products carrying three or more such labels at the same time, a trend that will stressed during the Ecovia summit.

Sustainable Cosmetics Summit program

The summit will include an interactive workshop program held on the 3rd​ of May, while May 4 – 5 will include a full two-days of programs comprising four different morning and afternoon sessions.

On Thursday, 4th​ of May, the morning session will focus on sustainability best practices, while the afternoon session will look at novel green ingredients.

On Friday 5th​ of May, the morning session will focus on market segmentation, while the afternoon session will target sustainability in packaging. For further information about the program, please click here​.

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