NATURAL PERSONAL CARE
find fun, fresh fragrances in natural formulas with great aesthetics,” according to Eckhardt, who told HAPPI retailers are excited
about the new scent as well as new Natural Cleansing Wipes that
will rollout this month.
“We’re confident that these will be well received by our core
consumer: the girl on the go who needs to transi-
tion from the gym to an evening out with friends in a
flash,” she said.
Natural personal care marketers are confidently
expanding their formulation expertise to new
For example, Alba Botanica has entered the
CC cream segment with its new Even Advanced
Mineral Color Correcting Cream, and Intelligent
Nutrients is rolling out a new four-SKU, Cosmos-certified hair styling line that uses patent-pending
technology from larch tree resin and castor emollient in lieu
of chemical plasticizers. (For more on Intelligent Nutrients, visit
Happi.com later this month.) Meanwhile, distribution is growing
for Burt’s Bees Natural Pet Care, a licensed natural grooming
and oral care line for dogs.
Whether for a millennial or a mutt,
natural products must still meet consumer
expectations. In fact, according to NMI, the
mainstreaming of environmentally friendly
products has caused increased expectations
for product performance—consumers are
not willing to compromise.
There are greater expectations for the
bottom line too, as industry observers are
forecasting continued growth for category.
Kline, which has planned a webinar on
Jan. 28 covering key insights gleaned from its
Natural Personal Care: Global Market Brief,
is predicting that the US market for natural
care products is expected to show moderate
growth of almost 6% (CAGR) through 2018.
And while it can be tough for smaller
natural personal care brands to gain distri-
bution traction, some long-standing players
are already reaping benefits from a growing
pool of engaged consumers.
“We don’t feel the typical Erbaviva consumer has changed a lot over time, although
we do feel our audience has greatly expanded,” said Brown. “Our customers have always been sophisticated and well-informed
shoppers who want an organic product with
a distinct level of quality. But since the organic trend is so strong, the number of educated consumers is much greater.”•
FDA Registered • Proven Quality • All Natural
WELCH, HOLME & CLARK CO., INC.
7 Avenue L, Newark, NJ 07105
973-465-1200 • Fax: 973-465-7332
Refined • USP/NF • Kosher
By 2018 every product in Whole Foods’ US and Canadian stores
will be labeled to indicate whether they include GMOs—
including personal care products.