Positive growth for North American naturals market

According to a new market analysis by Ecovia Intelligence (formerly Organic Monitor), growing consumer demand for ‘clean beauty’ products and increasing distribution are driving market growth. 

Consumers are turning to natural personal care products because of growing awareness of the possible dangers of synthetic chemicals in cosmetics and toiletries. The chemicals that give most concern are parabens, Sodium Lauryl Sulfate (SLS) and Sodium Laureth Sulfate (SLES), aluminium salts, phthalates and petrochemical-based ingredients. Awareness of these synthetic chemicals is rising because of growing use of social media and consumer campaigns by organizations like the Environmental Working Group.

Increasing distribution in mass market retailers is another major driver. Natural food shops are the traditional outlets for natural personal care products. However, the market share is in decline as distribution increases in other channels. Natural personal care products are becoming widely available in supermarkets, drugstores, nutritional supplement retailers, discounters and club stores. Some retailers have introduced these products under their private labels. For instance, the New Yorkbased supermarket Wegmans is marketing organic personal care products under its Wegmans Organic private label; products include hand cream, body lotion, body wash and foot cream. Many products have the USDA NOP logo.