Consumer awareness drives 40% hike in organics certification

Consumers are becoming increasingly savvy about natural and organic cosmetics and demanding more info on the credentials of products claiming to be natural.

This is driving an increase in the number of products being certified, according to the Natural and Organic Cosmetics Association (Natrue), which recorded a 40% increase in certification requests for products in the first quarter of 2014, compared with the same period last year.

Natrue president Klara Ahlers said, “The figures illustrate a rethinking process amongst manufacturers and consumers….Consumers want a guide to orientate themselves in their buying decisions. Manufacturers are using the Natrue label to clearly differentiate themselves from the so-called ‘nature inspired’ products which are far from the actual consumers’ needs.”