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Natural vs. Nature-inspired: Brand Considerations and Reaching Consumers

Posted: April 4, 2012

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And despite the upswing in 2011 sales of truly natural products (as defined by Kline’s proprietary rating metric), the share of  truly natural remains smaller than that of natural-inspired—though still accounting for a sizeable overall 43% share of the natural personal care sales in the United States and about 32% in Europe.

This dynamic may be explained by new companies recognizing the potential in the natural beauty market and entering the market to earn a share of the sales. And many of these companies launch natural-inspired products, which effectively boosts the overall performance of that niche segment. Despite this, the growth of the natural-inspired segment is lower than both the market average and the growth rate of the truly natural segment.

There are several reasons why a company may not succeed even with the most exciting, efficient and natural product, notes Saintemarie, as particular attention needs to be applied to product introduction/consumer education and marketing messages. The somewhat elastic definition of what is “natural” continues to change and evolve, leading to oftentimes disadvantageous confusion in the marketplace. Given the seemingly blurred line between truly natural and naturally inspired products in many consumers’ minds, it remains essential that companies use clear product labels and marketing messages to highlight the natural aspects of a given product’s ingredients to attract knowledgeable consumers and educate potential new customers.

Kline & Company will discuss the European and U.S. natural care markets at the Natural Beauty Summit America, May 14–15, 2012, and present "The Next Multi Billion Dollar Market: A Global Perspective" at InnoCos USA, July 11–12, 2012.