The increased use of botanicals is one of the major changes in the cosmetics and toiletries industry in recent history,” says market research firm Kline & Company commenting results of its latest study: Specialty Actives and Active Delivery Systems for Personal Care 2008: U.S. and Europe.

The study reveals the overall botanicals consumption is growing at 8.0%, outstripping growth of other specialty actives with average growth of 5.4%. Furthermore, “labelled” actives are showing extremely quick growth, at up to 20% a year.

Today’s consumer wants not only natural products, but also performance,” notes Nikola Matic, senior analyst, Chemicals and Material Industry at Kline. “These two requirements were regarded as contradictory a few years ago, but highly substantiated botanical products developed recently brought new solutions to formulators.

According to Kline, the move from synthetic to more “natural” ingredients should now be regarded as an established growth driver, which has benefited botanicals above all. Alleged harmful effects of some synthetic chemicals, the natural trend and the growing demand for more sustainable products are strengthening the shift.

Changing demographics, with an ageing population in the United States and Europe, will also promote growth in botanical consumption in the anti-ageing segment. Botanical suppliers in order to compete with existing formulations are promoting their products as more effective at lower levels, when compared to for example vitamins, making the botanical actives comparable in price on a cost-performance basis,Kline adds.

Kline & Company evaluates the market for specialty actives and active delivery systems in North America and Europe at approximately USD 840 million (EUR 667,56 million).