Let’s face it: 2020 has been a doozy. The impacts on our professional, personal and familial lives have been enormous. As the world struggles to find the “new normal,” evolving consumer reactions to the needs of the day provide real opportunities in personal care to develop important solutions to meet immediate human needs.
A renewed demand for natural ingredients has emerged as consumers are showing a heightened mindfulness around the things that they can actually control. According to MINTEL, year-over-year product launch growth for boutique natural emollients like Meadowfoam Seed Oil, jojoba oil, argan oil and avocado oil are all double-digit strong. Naturals
are perceived as safe and healthful, and map to feelings of wellness and self-care that consumers are craving.
Playing Nicely With Others
It may surprise you to know that the least known emollient of the afore mentioned group, Meadowfoam Seed Oil, is growing at a faster rate (in terms of commercial product percentage growth) than any of the other three.
Meadowfoam is one of the most stable natural oils used in personal care. With twice the oxidative stability of jojoba and eight times that of argan or avocado oils, Meadowfoam adds much needed stability when blended with other naturals with shorter shelf lives.
Meadowfoam Seed Oil has been on a roll for a while. It has seen an 81% increase in number of commercial products it has been used in between 2015 and 2019. That growth has accelerated in 2020 with a whopping additional 23% growth in commercial product launches in just the first seven months of the year. (Source: MINTEL)
Trending Across the Board
In practical terms, the heightened need for sanitation protocols and mask management have brought hand health and facial skin health needs to the fore. Meadowfoam Seed Oil offers luxurious moisturization and skin barrier support while providing fast-absorbing, non-greasy emollience.
On the wellness and self-care front, a heightened intentionality in the choices consumers are making, informs ingredients they prefer. Meadowfoam Seed Oil is grown sustainably using soil-friendly and bee-friendly farming practices in Western Oregon. Meadowfoam XPR (mechanically extracted) and Meadowfoam CP (virgin cold-pressed) are both Ecocert and COSMOS approved (non-organic), so they are solid ingredient choices for the wellness-conscious.
Supply Chain Security
The supply chain needed to support the growing, extracting and refining of Meadowfoam Seed Oil maps to those of other food-grade vegetable oils and production has been largely unaffected during the pandemic. This has meant supply has been reliable throughout this time and sales globally for MSO are at record highs.
MINTEL Top Claims and Versatility ++
Meadowfoam Seed Oil is hugely versatile. According to MINTEL, top claims made by commercial products using Meadowfoam Seed Oil include: botanical/herbal, moisturizing/hydrating, brightening/illuminating, anti-aging and time/speed/absorption. For product launches from August 2019 to July 2020, MSO is found most often in facial products but also has strong representation in lip, hair, body, eye and hand applications.
So, whether you are looking for a way to add stability to naturals-forward formulations, need a sustainably-produced ingredient consumers can feel good about, one you can secure reliably, or use across a wide range of applications, Meadowfoam Seed Oil checks all the boxes. And that is some much-needed good news, which frankly, we could all use right now.
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