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Natural and Organic Personal Care Products in the U.S.


In 2011, the business world takes for granted that sales of natural health & beauty care (HBC) brands will keep on thriving; this is no longer news. NLCA 2012 forecasts that the U.S. consumer market for natural and organic skincare, haircare, and makeup-which during 2005-2010 boomed 61% to $7.7 billion-could top $11.0 billion as of 2016. Already, natural HBC is such a solid performer, that it can be considered a component of the mainstream personal care market: Many of the players have finally learned that their moisturizer, shampoo, or eye shadow must be packaged as slickly as non-natural versions. And "green" consumers are more receptive, too, even to the point of remaining loyal to natural HBC brands in the recession of 2008-2009. But what comes next? In the coming years, the battleground will be complicated by the Big Blur of retail channels; by new digital sell-through media; by reformulations to please mainstream America; and by changing world economics that will start to reverse the generations-old flow of U.S. brands to developing countries. The opportunities get hotter and hotter...