Some 43,500 trade visitors (2009: 46,771) visited the exhibition and congress centre in Nuremberg from 17-20 February 2010 for BioFach and Vivaness, the annual get-together for the global organic market. The international share of visitors was around 38% and the buyers came from 121 countries. After Germany, the other leading nations were Austria, France, Italy, the Netherlands, Poland and Switzerland. The 2,557 exhibitors (vs. 2,733 in 2009), around 65% of them international, were overall satisfied with the high quality of the visitors. Eighty-five per cent of the BioFach exhibitors and 97% of the Vivaness exhibitors expect good follow-up business, according to the results of a survey conducted by an independent institute. These figures are up 12% and 16% respectively versus the previous year – clear proof of an optimistic view of the future and good conditions for sustainable development of the market and its annual get-together.
Organic and Fair, the Theme of the Year in 2010
More and more customers focus their consumption on quality and values, the basis of which includes organic products with fair production and trading conditions. Fifty-two exhibitors and around 100 product presentations reflected the variety of the theme of the year, Organic + Fair. Almost 8,000 people participated in the 180 events at the BioFach Congress and the six special forums to exchange views on the market with particular emphasis on fairness and sustainability. The Fair & Ethical Trade Forum alone attracted around 750 visitors. Fair trade aspects and the added benefit of organic – whether food and beverages, textiles or cosmetics – are rapidly gaining importance. Fairness not only applies to aid projects in developing or third world countries, but also has wider relevance. The core issue is the partnership between both farmers and raw material suppliers at regional, national as well as international level, who receive fair prices for their work. It is also a question of long-term cooperation, advice and development of social structures and support for existing social projects. By doing so, manufacturers finance health and education programmes that benefit people in developing countries on the one side and in social institutions in Europe on the other. Due to ongoing changing lifestyles and values in the developed countries, or first and second world, more and more consumers are especially receptive to products that maintain an intact environment and healthy living conditions for subsequent generations – throughout the whole world. Many natural food, as well as cosmetic companies, have already laid the foundation by supporting projects several years, if not decades, ago. Today, these contacts form the basis for raw material quality on the one hand and environmental protection and biodiversity on the other.
Vivaness 2010
One-hundred and eighty-three manufacturers from 21 countries presented their products at this year’s Vivaness, the international platform for natural personal care and wellness. Germany, with 88 manufacturers, led the statistics, followed by France (29), Italy (16), Great Britain (12) and Austria (8). Fairness and sustainability for raw materials and for packaging were obviously also key issues at Vivaness, as they have both become increasingly important sales drivers for natural cosmetic and beauty care products. The international natural cosmetics market is still growing. The difficult economic environment has had surprisingly little effect on this sector, with a stable growth history over the past several years. According to a sample analysis by the international market research institute, IRI Information Research of Nuremberg, Germany, natural cosmetics achieved 7.6% sales growth in the German retail food trade and drugstores in the first half of 2009. In 2008, the entire German market for certified natural cosmetics had grown by almost 10% to e672 million and reached a market share of 5.3% of total sales of cosmetics. The international natural cosmetics sector is also largely crisis-proof. Market researcher Organic Monitor of London, UK, forecasts continuing growth potential. An estimate indicates that European sales figures rose by 13% in 2009. The market volume in Europe could reach e2 billion in 2010, with France and Germany showing the fastest growth. At international level, the United States and Asia, primarily Japan and Korea, are still the strongest buyer markets. Many new green cosmetic brands are currently capturing the international market. The spectrum ranges from inexpensive trade brands to luxurious green glamour products. This broad spectrum of products is reflected in diversified and innovative marketing concepts. Natural cosmetics are highlighted in flagship stores, natural cosmetics departments in pharmacies, organic stores and perfumeries, and on department store counters. The industry’s innovative power and dynamic are increasingly and noticeably stimulating the whole cosmetics market. German and international companies are positioning themselves with innovative products. There is now much more investment in researching and securing highly effective, selected natural raw materials and in effectiveness tests than in previous years. Natural cosmetic companies are developing new processes and spending money on ultra-modern production plants. Moreover, many pioneers are focusing attention on sustainability, environmental protection and biodiversity. Fairness and fair treatment of raw material suppliers are important components of corporate culture. More and more manufacturers of natural cosmetics publicise the development work for individual raw material projects, which in some cases amounts to decades, just as actively as the stories behind the products. They regard Corporate Social Responsibility (CSR) as part of their corporate philosophy from the very beginning. Today, for a growing number of customers, ethical values are a key additional reason for buying. BioFach and Vivaness presented the “Sales Hit of the Year” awards again in 2010. A total of 298 new products had been officially registered while the Vivaness exhibitors came up with 63 innovative individual products. The “Sales Hits of the Year” at Vivaness were the Skin Soothing Mask from Dr Hauschka and the Pomegranate Beauty Shower from Weleda. The Vivaness Jury Award 2010 went to the neobio brand of Logocos AG for their strong brand policy. Last year’s re-launch helped the neobio brand to achieve a modern and innovative presence and attract a young target consumer group. People looking for information on tomorrow’s trends visited the pavilion for young innovative companies. A total of 20 newcomers had registered for the pavilion, sponsored by the Federal Ministry of Economics and Technology. Their products ranged from the first organic absinthe to genetic engineering test sticks.
The international organic sector meets again at BioFach and Vivaness 2011 in the Exhibition Centre Nuremberg next time from 16-19 February 2011.