Socially-conscious parents drive growth in natural and organic beauty

The natural and organic personal care market continues to boom and it seems parents are behind the surge, with 34% of consumers in the US with children under 18 investing in these products, according to research from analyst Mintel.

Parents are more likely to invest in natural or organic beauty products than others, researchers found – from hand and body lotion (53% parents vs 34% non-parents) and facial skincare (51% parents vs 32% non-parents), to body cleansing products (48% parents vs 34% non-parents).

“Parents are information seekers when it comes to raising their kids and, therefore, could be more aware of ingredients to avoid in their children’s personal care products, as well as their own,” said Jana Vyleta, health and personal care analyst at Mintel. “This presents an opportunity for natural and organic personal care brands to target parents, as they should incentivise them to purchase both adult- and child-specific products.” 

Researchers also discovered that of all natural and organic beauty product users, most purchase these items because they consider them safer or higher quality than mainstream products, the report found. Meanwhile, less than half (45%) believe they are better for the environment, while others say the products give them general piece of mind (32%).

With organic and natural now one of the fastest growing categories in beauty, certification body The Soil Association is hosting its first standalone Organic Beauty and Wellbeing week on May 15–21, 2017, and will be setting up a pop-up shop in East London as part of it, consisting of certified organic beauty brands.

Shop sponsors will also host panel discussions, workshops and demos to educate visitors on the latest in organic beauty, including certified seaweed skincare brand Voya. Find out more at soilassociation.org