Natural Trend

‘Although the economic recession has affected the beauty market’s growth rates, consumer demand for 'chemically-clean' and ecological cosmetics remains buoyant. (Organic monitor: online 2011)

Mainstream retailers in the UK are responding to high consumer demand, a growing interest and changed values by introducing natural & organic cosmetics Health warnings, environmental concerns, ethical concerns, therapy awareness and organic attitudes have all contributed to the growth in popularity of a natural-based personal care products trend. Natural/organic skincare and cosmetics sales are predicted to continue to grow strongly in the retail sector.

Consumers are drawn to cosmetics containing natural ingredients due to several reasons;

-One of the main drivers of growth in natural cosmetics has been the consumer trend towards healthier lifestyles and many natural products have perceived health benefits.

- Consumers believe they have higher standards of quality. This has enabled cosmetics manufacturers to charge higher prices for natural products, thereby injecting value into the market. Major manufacturers have also used this perception of quality to drive packaging developments, which convey fresher, more upscale appearances for natural products. Origins and Aveda, for example, have achieved success by emphasising the quality of their products, which in turn have prompted smaller producers to introduce competing products and rejuvenate their packaging.

-Another is reason is because consumers are becoming more and more aware of the possible dangers of parabens, phthalates and other synthetic ingredients in cosmetics & toiletries. (Organic Monitor online: 2011)