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Markets & trends

Segmentation increases on US natural and organic personal care market

Natural and organic personal care product sales are growing at a healthy rate in the US, a new research by Ecovia Intelligence (formerly Organic Monitor) finds. As the market share of natural and organic products is approaching 10 percent, two major trends are characterizing the US market: increased segmentation and rise of ethical labels.

As the US natural and organic personal care products market is becoming increasingly competitive, brands are taking a segmented approach and / or investing in labels to differentiate their products in a crowded marketplace,” explains Ecovia Intelligence.

A solution to any needs

According to the market research firm, “segmentation is occurring whereby natural and organic brands are targeting specific consumer segments.” Dedicated ranges for baby care, expectant mothers and men are already established, however new brands are focusing on more targeted segments such as teenage girls and health enthusiasts. One such example is the Good For You Girls brand.

As the market share of natural and organic products is approaching 10 percent, two major trends are characterizing the US market: increased segmentation and rise of ethical labels, finds Ecovia Intelligence. Photo: © Valua Vitaly / shutterstock.com

As the market share of natural and organic products is approaching 10 percent, two major trends are characterizing the US market: increased segmentation and rise of ethical labels, finds Ecovia Intelligence. Photo: © Valua Vitaly / shutterstock.com

Brands are also developing natural and organic ranges for specific applications. A number of such anti-ageing skincare products are now available. Brands like Tata Harper and REN have introduced anti-pollution skincare products that protect and heal skin from air pollutants. Another illustration: the Canadian company Novia Scotia Fisherman has developed natural skincare products for extreme weather conditions.

Ethical labels

Ethical labels are also becoming prominent in the personal care market. The butterfly logo of Non-GMO Project Verified, well-established in the food industry, is making headway on natural and organic personal care products. Almost 500 products are now certified, confirming no genetically modified ingredients are in product formulations. Andalou Naturals, Dr. Bronner’s Magic Soaps, and EO Products are some of the highest adopters of this scheme.

Fairtrade, vegan and gluten-free labels - as well as the traditional natural and organic labels - are also becoming more visible on personal care products. “Thus, it is becoming increasingly common to see three or more labels on product packs,” said Ecovia Intelligence.

The question is how these trends will sustain themselves as the market evolves,” concludes Ecovia Intelligence who will enter more in details on this subject at the upcoming North American edition of the Sustainable Cosmetics Summit, which be will be hosted at the Park Central New York on 3-5th May 2017.

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