Natural Personal Care Boom Through 2011

According to a new Research and Markets report, “Natural Personal Care Consumers,” almost one-third of consumers increasingly seek natural personal care products—including those boasting organic credentials. The attendant opportunities for the fragrance industry are many. US and European spending in the natural personal care category currently totals $14 billion and is expected to grow to over $20 billion. The United States is the largest single market, currently totaling $7.7 billion. By 2011 that number will surpass $12 billion. Simultaneously, according to the report, a growing segment of the consuming public is actively avoiding personal care products that they perceive as not “natural” (a category Research and Reports boils down into “broad, narrow and organic”). And who are these consumers? The study has narrowed this demographic to educated middle-aged and -class women, though there is anticipated growth among new parents seeking the best—and safest—products for their children.

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