Consumer demand drives brands to become more natural

Skincare brands with a natural claim are shifting formulations to include more natural ingredients, according to market researcher Kline. In its Natural Personal Care Global Series report, the company found an increase in “naturalness” among skincare brands in Europe, as consumer demand increases for products that are truly natural, rather than naturally inspired.

Kline’s research rates brand on their “naturalness” on a scale of one to 10, and found global brands such as Avalon Organics and Melvita had increased on the scale in 2014 compared to previous years.

Meanwhile, sales of natural beauty and personal care products grew almost 10% in 2014 worldwide, and in all regions growth of natural products was greater than growth experienced by the whole beauty products market.

Agnieszka Saintemarie, project manager for consumer products at Kline, said, “These reformulations are the next natural step for companies aiming to establish strong natural concepts with high importance given to the trust between the brand and the consumers.