Mirroring the extraordinary growth of the organic food market, the cosmetics market now looks set to undergo a similar revolution, with the latest report suggesting that the UK and the US markets are now the most advanced.
The latest findings from Mintel's Global New Products Database (GNPD) showhuge increases in both organic and all natural non-food products, fromblue green algae toothpaste to potato hand cream.
During 2002 just 350 new organic non-food products were launchedworld-wide, but by 2004 the rate of annual new introductions hadincreased dramatically. Indeed, some 840 new products were introducedduring that year alone, almost double the number launched in 2002, Mintel reports.
For the all-natural non-food market, the rate of new introductions hasincreased at an even greater speed, from 615 product launches in 2002 toa staggering 1,475 in 2004. This means that on average six new organicor all-natural non-food products hit our supermarket shelves every dayof the year.
In terms of the number of new organic and all-natural non-food productsentering the market, the US is leading the way, followed by the UK.France, Canada and Japan make up the remaining top five countries fornew product launches in this market, the report says.
A report by TNS Media Intelligence/CMR, entitled the US Market for Natural Personal Care Products, found that the natural/organic skincare, haircare and cosmetics market is expanding significantly and is expected to reach $5.8 billion by 2008, from about $3.9 billion in 2003. That means that the average annual growth for the period will be at least nine per cent.
"For today's consumer the focus is increasingly on less processed,all-natural and organic products, but this no longer has to stop at what you eat and drink. We are seeing an increasing number of skincare,beauty and household cleaning products that claim to be all-natural ororganic, or that play on these themes with key ingredients. Keen to ridethe organic wave, non-food manufacturers are starting to see theseclaims as key in the market and are giving them pride of place onproduct packaging," said David Jago, GNPD Consultant at Mintel.
Mintel says that one of the strongest trends it has observed in the non-food market as a whole is the use of a wide variety of food ingredients.
Fruit has proved to be one of the most popular organic ingredient choices for many personal care and cosmetic product launches.
Iserafini is a range of oral hygiene products available in Italy, andone of its products is Collutorio Aqua Tangerina, a mouthwash treatmentwith tangerine, formulated with mandarin juice and floral extracts.
Likewise, Tri-son's Distributors under the Mena brand havelaunched organic papaya soap with vitamin E, which is said to providesun protection, and to make skin healthier, smoother and whiter.
But it is not just fruit appearing in this market. Organic ExcellenceC-Max Maximum Vitamin C Skin Repair Formula is formulated without harshchemicals and contains organic herbs. It contains L-ascorbic acid toincrease collagen production and serves as an excellent antioxidant forUVA and UVB protection.
Another top ingredient for facial skincare products is wine, but notjust any type of wine, manufacturers are now using different grapevarieties for different benefits.
Chardonnay hydrator for Daytime made by Nature's Gate under the label have a vine day, available in the USA, is an organichydrating cream that absorbs quickly and lasts all day long. It isformulated with phyto actives from Chardonnay grape seeds, Mediterraneanolives, and soy that shield skin from environmental stress factors.
Men can go organic too as Aubrey Organics in the US has added a BasicCleansing Bar to its Men's Stock range. This is a daily cleansing barthat is made of all kinds of good for you fats, such as organic sheabutter, olive kernel oil, sunflower oil and a touch of menthol toprovide a fresh clean feeling.
"Non-food product suppliers are plundering the kitchen for new ideas forboth organic and all-natural ranges, with the result that the bathroomcabinet is looking increasingly like the kitchen larder. Foodingredients are appearing more prominently in non-food and beingpromoted clearly on the front of the pack, with vegetable ingredientsand oils proving particularly popular," commented David Jago.
Moving away from food and drink, some non-food manufacturers are turningto one of the biggest and strongest elements of nature, the sea, forinspiration for their organic products. Jason Sea Fresh naturaltoothpaste made by Jason Natural Cosmetics is available in Canada andhas a pure, natural, organic formula. It is made with blue green algae,sea salts, trace minerals, three whitening agents, and bacteria-bustingperilla seed extract.
Also from the deep blue is Sea Organic cell-activating essence made byHainan Green World Cosmetics in China. This is an organic facialessence, which is claimed to contain marine living things, to promoteand protect skin health by strengthening cell energy.
Naturcosmetic has launched, underthe Styx brand, Kartoffel Hand Balsam, a natural hand balm made with100% pure vegetable ingredients, including potato juice, made to atraditional farmer's recipe from Northern Austria.
Major brands are also playing on these themes. In Malaysia for example,Sunsilk has brought out a shampoo with yoghurt protein nutrients, whichcomes in a tub that actually looks like a yoghurt pot.
As with the organic non-food market beverage ingredients are making anappearance in all-natural non-food products.
Noriko hand and body soap manufactured by Lush Cosmetics is formulatedwith Eastern ylang ylang, lavender, rice, organic tofu, sake andJapanese rice wine. Carrying on the Far-Eastern feel, Pito-Pito GreenTea Soap made by Arklene Fabricate and available in the Philippines, isa combination of medicinal and beauty soap. It is claimed to ward offfree radicals that can damage skin cells and cause ageing, as itcontains the antioxidant and antiseptic properties of pito-pito oil andgreen tea extract, which is said to promote healthier skin.
"White and green tea have both seen massive increases in popularity notjust in the food sector but now also in the non-food market and are seenas a key all-natural ingredient in a variety of products. In white teaanti-oxidants are even higher than they are in green teas so this isseen as a richer ingredient that adds greater value. Once seen only insuper-premium, high priced cosmetics, white tea is now appearing in moremainstream, everyday brands," Jago said.