Body care goes natural

Alongside these trends the body care category in Europe is continuing to show significant growth, a fact that is reflected by the number of new product launches that are cramming up shelf space.

According to data from Euromonitor​ the market for body care products had a total market value of $3.3 billion in 2004 and in the period between 1997 and 2004 it experience total growth of 61.8 per cent.

The biggest growth area has been the small but promising market for firming and anti-cellulite body care products. According to Euromonitor's figures this category grew by 111.8 per cent between 1997 and 2004 to reach $0.7 billion. This compares to growth of 51.5 per cent over the same period for the general body care category, which meant the category was valued at $2.6 billion in 2004.

In line with the growth of the body care market, there has been a sharp increase in the number of products being launched with natural and/or organic ingredients. Euromonitor's Claire Briney points out that consumers are looking more and more for functionality combined with safety. For many that means natural ingredients.

"The presence of 'natural' ingredients, such as botanical extracts, honey and milk, produces a psychological benefit, as these ingredients are associated with comfort and 'home cooking',"​ Briney said.

Looking at a selection of the latest launches from the Mintel Global New Products Database (GNPD), the evidence of the growing demand for natural-based products becomes clear.

In the UK Grafton International is launching a range of body butters with names such as Cocoa Vanilla, Antique Rose, Mango Passion and Fresh Citron. As the names would suggest, these products include natural ingredients such as lemon and citrus essential oils, cocoa butter, organic virgin coconut oil and organic jojoba oil. The range is marketed as 100 per cent natural, organic and free from all chemicals and preservatives.

Also in the UK Ainsworth has launched Dr. Bach Original Method Recovery Plus, a multipurpose skin preperation derived from six flower remedies and Bach. Described as 100 per cent natural, it has been dermatalogically tested and is said to be suitable for very sensitive skin types.

In Finland Woodloop has launched Kiila Wood Wash for foot care. This product uses a unique wood material derived from aspen fibres. The product is also described as being environmentally-friendly, a claim that is backed up by the fact that only water is used in the production process.

Weleda is launching an anti-cellulite oil in Belgium, named Huile Anticellulite au Bouleau. Marketing at €13.95, it is another all-natural product that expounds the use of beech oil to help firm and smooth the skin tissue. Other ingredients include apricot kernel oil, jojoba oil wheat germ oil and geraniol.

Still in Belgium, Garnier is launching Skin Naturals Body Repair Crème-Milk. A new product under an established brand name, the cream aims to prevent wrinkles and hydrate dried skin. It contains forest tree extract that is claimed to help skin remain stronger and younger looking. Natural ingredients include sugar maple extract and palm oil.

This range of natural cosmetic products is part of a selection from Mintel's Global New Product Database.​