Demand Rises for Natural PC Products

CHICAGO—The natural and organic personal care products market has grown 35 percent from $345 million to $465 million since 2005, according to Mintel, a global market research company. “As more people call out for natural alternatives, we’re seeing a rapid growth in the numbers of natural and organic personal care products on the market,” said Christopher Haack, senior analyst, Mintel.

The company’s Global New Products Database (GNPD) shows a 53 percent increase in new organic or natural product launches in the past two years; the company attributed the increase to the rising popularity of organic products, natural ingredients and retailers stocking more of these products. “The recent drive toward healthy and green living has consumers placing a high degree of trust in the ‘all natural’ claim for personal care products,” Haack added.

As more people jump on the natural bandwagon, mainstream companies are also making their mark in thesegment by partnering with natural and organic manufacturers to offer exclusive products for a limited time--Walgreens has the Yes To Carrots brand and Target is offering the Erbaviva line. Other mainstream manufacturers are reformulating to include natural ingredients and are getting certified to differentiate themselves from the competition.

Mintel added these products appeal to both men and women, and Hispanics appear to be a growing market for natural and organic personal care.

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