Going back to basics

Fueled by the opening of new distribution channels, an enhanced focused on new natural ingredients and greater consumer interest, the natural personal care market continues to see strong global growth.

(For the full category review, including sales data, click here.)

Kline & Co. recently reported that the global natural personal care market posted a 10.6% increase in sales to reach $29.5 billion at the manufacturers’ level in 2013. By 2018, the natural personal care market is projected to reach $46 billion.

While natural-inspired products have dominated much of the market, due to high manufacturing costs and limitations of natural preservatives, that is changing. Growing consumer awareness, along with demand for greater transparency in labeling and improved technology, is prompting more manufacturers to reformulate their existing product lines or remove synthetic ingredients. Furthermore, several certifying agencies are taking steps to try and regulate the market.

Looking specifically at the facial skin care market, research firm Mintel reported that “natural” and “free-from” claims are growing in importance in the segment.

Also stimulating the overall market, according to Carrie Mellage, VP of Kline’s consumer products practice, are “products specifically designed for specific demographic groups like men and babies, thereby opening up greater opportunities.”

It also is interesting that globally the natural beauty market is highly fragmented, and the channel mix varies by regions, according to The NPD Group. For example, health and natural food stores ranked first in the United States, while pharmacies dominate the scene in Europe, with mass outlets posting the highest growth.

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