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Kline Anticipates Growth for the Naturals Market

Posted: February 5, 2009

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The U.S. volume of Kline’s Natural Personal Care 2008: Competitive Brand Assessment and Ingredient Analysis examines 27 brands in the U.S. market. Despite the proliferation of natural claims, Kline’s research shows that truly natural products actually account for slightly more than 40% of the market.

The European volume of the report, profiling 26 brands, reveals that Europe continues to be a robust market for natural personal care products, posting a 15% gain in 2008 on top of a $3 billion sales base. Germany continues to lead the European naturals market, capturing nearly a third of the total market sales. Growth for truly natural brands has significantly outpaced increases for natural-inspired brands, driven by growing distribution and broadening consumer demand.

Kline will present highlights from this study during a Web conference on Thursday, Feb. 19, 2009, at 9:00 EST and 15:00 CET.