Organic cosmetics on the rise as consumers hone in on long term benefits
The US is still the leading market for these products, but analyst Euromonitor states that the Japanese market is on the march, whilst in Europe, Germany is worth noting.
According to the market researcher, over 2010-2015, US organic beauty and personal care is anticipating a gain of $1.7 billion (€1.4bn).
US, Japan, Germany
“This strong growth makes North America the prime target market for companies wishing to explore organic beauty and personal care. Niche natural and organic personal care brands are now becoming mainstream and are attracting a growing consumer base,” says Euromonitor.
Japan accounted for a global value sales share of 14 per cent in 2011, and has the potential to be the second most attractive market for organic beauty and personal care players, provided that green credentials and organic benefits can be effectively conveyed to consumers.
The most mature market for natural beauty products according to Euromonitor is Germany, and many of the biggest and most established names in Organic and Natural Beauty, such as Börling, Dr Hauschka, Lavera and Weleda, originate from the country.
Nourishing appeal
“While the German domestic market is likely to see little growth in organic beauty products over the 2010-2015 period, since local interest has plateaued, German brands are witnessing increasing popularity in other parts of Europe,” notes the market research firm.
The appeal of organic beauty products to consumers are their nourishing properties and the view of long term care, particularly as these products are applied to the skin and hair.
“Due to strong and growing awareness of organic principles in several mature markets and even in a few emerging ones, there is most definitely tremendous potential for the development of organic cosmetics or personal care products,” comments Euromonitor, which adds it is watching this trend closely.
