The growth rate of the German natural and organic cosmetics market should reach 10% in 2015, forecasted Dr. Wolfgang Adlwarth, Division Manager Strategic Marketing, at GfK Panel Services at the eighth Natural & Organic Cosmetics Conference, which gathered more than 240 participants on the 06th and 07th of October 2015, in Berlin, Germany.
Dr. Wolfgang Adlwarth also analysed the consumer groups that are the most interested in these product categories. After having focused on the “purists”, marketers now have to consider the importance of the “responsible self-stagers” - an unconventional target group, which is combining the seemingly un-combinable.
“The shopping behaviour of this new target group requires a new approach from all market participants. This once again underlines the importance of e-commerce and local, appealing shopping locations,” he said.
The conference was also the occasion to get detailed views on current trends of the natural and organic cosmetics market and the need to create stronger brands and find more efficient way to attract consumers. “The market is undergoing quick changes and several opportunities and challenges are arising,” explained program chairwoman and trade expert Elfriede Dambacher.
Regarding brand development, Felix Schaefer from Schaefer Market Research offered exclusive survey results about the perception of organic cosmetics in comparison to near-natural and conventional cosmetics and illustrated how a sound expansion of brand portfolios can extend customer reach in pharmacies and perfumeries.
The next edition of the Natural & Organic Cosmetics Conference will take place on the 27th and 28th September 2016.