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Defining the Future of Naturals

By: Leslie Benson
Posted: March 5, 2008, from the March 2008 issue of GCI Magazine.

page 7 of 11

Kayla Fioravanti: I have heard reports of the growth being 20–28% per year.

Noah Bremen: Within the mass market, we believe 2008 will be the year that both retailers’ and consumers’ collective understanding expands exponentially.

Which product categories, specifically, within the natural and organic beauty market, do you see as having major growth potential?
Bernard Guerra:
All of them. Baby skin care is in the forefront for obvious reasons. Women’s products are close, but even men’s grooming products will become more natural or organic.

Curt Valva: I see baby care as an area of continued growth. Skin care will continue to grow, as we all want to look and be healthier and younger.

Debbie Ludington: Baby care is wide open, because there really are only a few players, and it is a market where you aren’t trying to win over a customer who is brand loyal. New parents are very smart and very choosy, and [they] are willing to invest the time to learn about product ingredients. They are also willing to pay a bit more for skin care for their baby. We are also focusing on moving spa experience into the shower. Though bath products have always been a level performer, people really do want to add aromatherapy to their daily shower experience. This area extends beyond simple gels and skin care and is moving into shower fragrance. Home care is also a major opportunity, and though it isn’t the same as the beauty segment, we firmly believe the two are tied intimately.