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The Nordic Market for Natural & Organic Personal Care Products
Organic Monitor, July 2010, Pages: 116
Imported Brands Flourishing in Nordic Region
Natural & organic personal care products are coming into the Nordic region from a number of continents to meet high consumer demand for 'chemically-clean' cosmetics & toiletries. Imported brands are flourishing because of high market growth rates and the absence of Nordic brands.
Nordic companies are showing low interest in natural & organic products because they are focusing on the Nordic Swan eco-label, present on a large number of cosmetics & toiletries. Thus, the market share of natural & organic products of total personal care products is well below the European average.
Increasing distribution and new product launches are the twin engines of market growth. Natural personal care products are entering mainstream channels, with some retailers developing private label products. Increasing market segmentation is leading new brands to target specific channels and consumer groups.
Healthy growth is expected to continue as consumer demand for natural & organic products strengthens. Nordic consumers are becoming more discerning when purchasing personal care products because of concerns about synthetic chemicals, such as parabens, phthalates and aluminium salts.
Published by Organic Monitor, this is the first-ever detailed report on the Nordic market for natural & organic personal care products. It gives market & competitive information and revenue forecasts for each country market.
Product categories covered in the report include:
- Natural skin care products
- Natural hair care products
- Natural oral care products
- Natural colour cosmetics
- Other natural personal care products
Imported brands are capitalising on high growth in the Nordic market for natural & organic cosmetics. New research finds that although the market is expanding by about 15% a year, few Nordic companies are interested in natural & organic cosmetic products.
Organic foods are well-established in the Nordic region, with the market share reaching 5% of total food sales in Sweden and Denmark. However, natural & organic cosmetics have much lower adoption rates with below 2% market share. Organic Monitor finds a major factor behind low interest from cosmetic companies is the success of the Nordic Swan eco-labelling system. Perceived as the official eco-label of the region, the Nordic Swan is present on a wide range of cosmetics & toiletries.
With Nordic companies focusing on the Nordic Swan eco-label, consumers are turning to imported brands when seeking ‘chemically-clean’ cosmetics. Natural & organic products are coming into the region from North America, Australasia as well as Europe. Organic Monitor finds that imported brands comprise up to 95% of natural cosmetic sales in countries such as Finland.
A growing number of companies are adopting a segmentation approach to market entry, targeting specific channels and / or consumer groups. For instance, the UK firm REN Skincare has made inroads by focusing on beauty retailers and department stores. Aveda, the leading American brand, is concentrating on hair salons and spas.
The first-ever report on the Nordic Market for Natural Cosmetics gives a detailed analysis of this emerging market. Healthy market growth rates are forecast to continue, with growth driven by new product launches and increasing distribution. As has happened in other European countries such as France and Germany, retailer private labels are expected to have a major impact.
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