Tina Gill, a spokesperson for market research analyst Organic Monitor, told CosmeticsDesign-Europe, "Mass retailers such as Wal-Mart are starting to pick up on the trend. However, they are taking their lead from the European market"
"In particular Germany is a strong leader of this trend. Likewise, many recent launches in the UK market push its larger supermarkets forward as innovators in the field" she said.
Organic Monitor has referred to this trend as the 'mainstreaming' of organic personal care products - products that were, until very recently, only to be found in specialty stores.
Asda, Tesco and Waitrose have all announced the launch of own-label and out-sourced organic personal care product ranges, all at low prices that reaches out to their target audiences.
Asda has most recently picked up on the trend, launching the Soil Association accredited Bentley Organic range - consisting of 100 per cent organic products such as detoxifying, calming and moisturising deep cleansing ranges, which adhere to the soil association's strict organic guidelines for the ingredients included.
Likewise Waitrose has recently launched the Waitrose Organic Bath and Body range that is made with at least 70 per cent organic ingredients. The company flavoured the products with essential oils such as rosemary, lemongrass, geranium, shea butter and aloe juice whilst also incorporating organic plant extracts.
However it was Tesco was the first, with its own label Bnatural range launched late last year. Consisting of around 40 products, it is retailed in over 160 of the company stores including some town centre express and Home Plus stores in the UK.
Despite not picking up on the trend as fast as the European retailers, mass market stores in the US are now also getting in the act, with Target, one of the biggest retailers in the country, about to commence sales of a new Erbaviva bath, body and skin care line.
Erbaviva, which was set up in California ten years ago, will launch its Erbaorganics skin care line, targeted at mothers and babies, in 1,500 Target stores across the US from next month, and will also be available online at erbaaorganics.com.
A recent report by Organic Monitor, estimated that the European market for natural and organic cosmetic products is currently growing at 20 per cent a year, and set to surpass a value of €1bn.
