Organic and natural beauty market value soars 23% to £106.4 million
The organic and natural market grew 23% in 2019, its 9th consecutive year of double-digit growth, and the third biggest percentage growth since 2010, according to new research from the Soil Association Certification’s 2020 Organic Market Report for Beauty & Wellbeing.
Delving in to consumers' buying behaviours, the report found that 79% of people are more likely to buy a beauty product if it is labelled “organic”, while 92% said choosing an organic beauty product would make them feel like they were making a positive choice, with 82% saying they would be doing the right thing for the environment.
Salons and retailers are responding to demand for more transparency in the market, by increasing the availability of certified organic beauty products. However, shoppers are increasingly aware of false claims and seek certification to influence their purchase decision, according to the report.
In fact, over half (56%) of people in the survey looked for logos to support them with their choices.
Meanwhile, 69% of consumers said they are now looking for products with recyclable packaging. Currently, beauty brands are not legally obligated to be certified, so any brand can claim to be organic – even though a product may only contain 1% organic ingredients.
The Soil Association is the UK’s leading certification board and is continuing to push for transparency in the market, driving awareness of certified brands.
“With the climate crisis dominating the headlines and a desire across the board for more sustainable living, certified organic beauty and wellbeing products are more relevant than ever as a way for shoppers looking for simple choices to reduce their environmental impact,” said Clare McDermott, business development at Soil Association Certification.
“2020 promises to be an exciting year of cutting through the noise, to drive real, heartfelt solutions to sustainability as more retailers stock certified organic and natural beauty brands in response to this demand, with transparency being of the utmost importance to today’s citizen.”