In the UK, 53% of consumers use skin care products with natural ingredients, according to recent Mintel data, while 21% say they considered whether a product is organic/natural before making a purchase.
In Italy and Spain, a similarly substantial 48% of consumers buy natural and organic products, with survey respondents saying that they believe the products are better for their health.
Driven by urge for curation and creation
It’s a trend clearly driven by rising consumer concerns about wellbeing and product safety, and is also being boosted by the rise in consumer interest in creating products for themselves.
Indeed, Mintel says the market is being shaped by the consumer demand for real hands-on customisation of their beauty and personal care products.
“Interest in natural ingredients is on the rise as more people dare to roll up their sleeves and get involved in the process of creating beauty products,” the firm explains.
Njud is one brand highlighted by Mintel as offering this tactile creation experience, with its at-home DIY cosmetics kit, giving consumers control over their ingredients.
Where is the trend heading?
Mintel has noted some key areas where it thinks this trend could develop.
- Grow your own: one company, SproutsIO, is taking the concept of at-home ingredients cultivation and adding a smartphone app element, to help consumers grow their own foods and naturals. It involves a soil-free in-home system controlled by the app, which means the plants can be cared for remotely.
- Natural bootcamps: the rise of holistic, intensive skin care regimes, or ‘bootcamps’, may be a next step for the industry. FaceCamp is one company already offering naturals-based packages, tapping into the popular ‘detox’ phenomenon within the wellness trend.
- Upcycling waste: various companies have begun upcycling food waste to turn it into usable products, such as organic fertilizer. “This concept has implications for the development of food-based ingredients for personal care,” says Mintel.