Tesco targets organic market with personal care range

By Louise Prance

- Last updated on GMT

UK Supermarket giant Tesco has created an organic personal care
line, which aims to help consolidate its lead within the own label
industry market.

The range comprises around 40 products and will retail in over 160 of the company's stores including some town centre express and Home Plus stores in the UK.

Marion Morley, senior technologist on the development of the products said, "We had a gap in our offer. Customers wanted organic, recycled, paraben-free, SLS free, natural fragrances etc so we tried to put it all together".

With the organic market growing at an exceptional rate more and more companies are targeting the industry and developing lines to suit it. The latest range by Tesco is a way of securing its place as leaders within the competitive own label market of leading supermarkets by targeting this growth area.

Market research company Organic Monitor stated: "By launching its bnatural range, Tesco aims to become the leading retailer of organic personal care products as well as organic foods."

"The launch of bnatural follows the success of the Organic Surge range of organic personal care products in Tesco stores. Launched by Thinkhappy earlier this year, Organic Surge comprises skin and hair care products made from certified organic ingredients,"​ they said.

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, the increased activity is likely to give way to big changes, including the rise of food based cosmetics.

The new lines are in fact re-launches of three previous lines. The old lines were named bnatural, Body Therapy Spa and Finest, and have been re-launched as Fragrance, Gourmand and Classic and are priced between £1.25 and £9.99.

In order to create a range that is innovative, the company has significantly expanded its research team with a number of additional beauty experts.

However, the marketing of the range is somewhat misleading, with only a small percentage of the 40 products actually being 100 per cent organic, due to the limited supply of organic produce.

"We do want to make the range more organic but with one line we've already found it difficult to get supply. The decision made corporately is to be as organic as possible​ ". Morley stated.

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