Natural trend continues as segment posts double-digit sales growth


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Natural trend continues as segment posts double-digit sales growth

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The natural beauty trend is continuing and as consumers seek out these cosmetics products around the world, the segment is still posting positive progression.

According to market researcher Kline, sales of natural cosmetics market are at nearly $30 billion globally, increasing 10.6% in 2013.

Figures like this are a sign that global consumers remain drawn towards this trend, and with marketing investments and new product developments this should remain in the future.


There has also been a concerted effort by certifying agencies such as BDiH, Cosmebio, and Natrue to shed better light on the transparency of ingredients used by marketers in their product manufacture, and this too has contributed to the global increase in sales of natural cosmetics.

“While the growing demand of consumers opens new doors of opportunity for more marketers to become a part of the trend, the increased competition makes it more difficult to join the market with no risks,”​ says Kline.

“Natural cosmetics consumers are becoming more selective, conscious of their product choice, and take a greater interest in understanding the quality and origin of ingredients.”


When it comes to new product launches, we are seeing a whole host of products containing a variety of exotic extracts, such as certified argan oil, açaí berry, pomegranate, and calendula, among others.

Skin care lines have expanded their product portfolios with natural-based lines, whilst there has been a number of hair care relaunches to fit this trend.

These industry developments have positively affected the sales growth of the mature natural cosmetic markets in Europe and the United States, which increased 6.5% and 7.7%, respectively.


The new data and insight comes as Kline prepares to launch its latest market report, ‘Natural Personal Care Global Series: Market Analysis and Opportunities’, to focus on key trends, developments, challenges, and business opportunities, with an emphasis on the European and U.S. markets.

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