NewswireToday - /newswire/ - Sonoma, CA, United States, 01/16/2008 - The natural and organic sector is the fastest growing in the North American cosmetics and toiletries industry, with sales increasing by 20% a year, says Organic Monitor.

A new report from the London-based organic industry analysts project strong future growth with natural and organic increasing its share of the total US personal care products market growing from 8% this year to 15% in the coming years.

The report also identifies a two-tier market emerging in the North American market and shift towards more organically certified products in response to growing consumer wariness of ‘pseudo-naturals’?

Organic Monitor attributes the current high market growth rates to the rise in ethical purchasing and ‘mainstreaming’ of natural and organic products. Distribution in mass-market retailers is increasing as retailers focus on ecological and natural products. It notes that mass merchandisers like Wal-Mart and Target are introducing natural and organic personal care products, supermarkets like Safeway and Loblaws are expanding product ranges, whilst drugstores are launching exclusive products.

ID International sees the great potential in branding the new organic personal care market as trend doubles in just one year. The branding agency wants to tap into this growing market and help consumers make conscious decisions about the organic products they choose for personal care. "We see the organic trend cross many markets. There is some consumer confusion when "certified" organic products are actually ‘pseudo-naturals’ and not 100% organic.

Ingredient and formulation issues are becoming increasingly important in the North American market. The growing number of pseudo-natural products is leading consumers to scrutinize the composition of natural and organic personal care products. Manufacturers are responding by launching products with high levels of natural extracts, ethical and certified organic ingredients. Organic Monitor expects to see more certified fair trade and organic products as companies move away from ‘natural marketing’. Indeed, major new entrants like Yves Saint Laurent (Care by Stella McCartney) and Origins Natural Resources are launching Ecocert-certified products. Intelligent Nutrients is expected to have a major impact in 2008 with its novel range of nutritional cosmetics that are made from certified organic food ingredients.

ID International is a branding agency, developing both print and web systems to build brands worldwide.

Agency / Source: ID International

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