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Natural & Organic
Adjusting to the Natural Impact
By: Alexandra Voigt
Posted: March 3, 2010, from the March 2010 issue of GCI Magazine.
- The increased demand for natural/green products has provided some companies access to a wider market.
- Overall perception of natural ingredients and products has changed.
- Natural ingredients and the increased interest in them allows both suppliers and brand owners an opportunity to differentiate their products in the marketplace and expand business.
During the last decade, the interest level in natural/organic products shifted from limited to mainstream. With green/natural as the new “norm,” suppliers are faced with the challenge of adapting to a new consumer focus—adjusting to the “natural” impact.
When discussing the natural impact, Mark Vieceli—director or sales, marketing and business development for Capsugel, a manufacturer of dosage forms—notes that, from the company’s experience, the recent interest in natural resulted in increased business. “We closely research what drives consumer purchases and create capsule dosage products to meet those needs.” He points to a study by the Nielson Company that states, “Natural is one of the top 10 health and wellness claims, growing by more than 10% in 2008 to $22.3 billion, and continued to expand even as the economy stumbled.”
Vieceli adds, “Consumers are now particularly interested in clean label products. They are looking for natural colors, natural preservatives.” His statement is substantiated by the recent increased level of worldwide interest in Capsugel’s clean-label vegetarian capsules. In addition, the company introduced a new palette of natural colorants for gelatin and HPMC capsules.
Though in the business of providing naturally derived raw materials for 32 years, Desert Whale Jojoba Company also experienced an increased demand for its products as a direct result of the green movement. Soraya Rohde, owner/founder of the company described the attention as “very positive for the company, as it has only highlighted our value to the industry.”