Mintel Global New Products Database (GNPD) says the market is now valued at $465 million, and has seen a 53% increase in the number of new organic and/or all-natural product launches in the past two years--from 554 in 2005 to 846 in 2007.
The firm says that large retail chains are partnering with natural/organic manufacturers to offer these products under an exclusive deal and limited-time period, citing Walgreens' "Yes To Carrots" brand, as well as Target's Erbaviva line of products.
Certification is a means by which mainstream companies are trying to stand out from others offering natural ingredients. "The recent drive toward healthy and green living has consumers placing a high degree of trust in the 'all natural' claim for personal care products," says Christopher Haack, senior analyst at Mintel.
Mintel says women are the main users of natural and organic personal care products, and that Hispanic consumers are the fastest-growing market for natural and organic personal care: 74% of their total personal care product purchases were classified as being natural and organic, according to the Chicago-based firm.