No longer a niche market! The popularity of natural and organic cosmetics among a new generation of "conscious consumers" has made it essential to inform their choices. This is the role of an international label such as Natrue.
In 2020, the Covid19 epidemic first rocked the cosmetics market. It led to a fall in sales across Europe, of the order of 16 % in Germany, 20 % in France and 24 % in the UK. Only e-commerce sales increased. Today, the industry is showing signs of recovery: Research And Markets forecasts an annual growth rate (CAGR) of 4.82 % by 2026.
The pandemic has made many consumers aware of both the fragility of human health and the close link between man and his planet. This awareness has led them to become concerned about the negative impact of their choices on the environment, and to seek ways of reducing it. In both Europe and the United States, demand for natural, organic and planet-friendly products has risen by +40 % since 2020, and is also booming in Asia.
Specifically for non-food products such as cosmetics and personal care products, sales of products with a "sustainable" claim increased by 10.2 %, "organic" by 5.1 %, "biodegradable" by 20.3 %, and "compostable packaging" by 54.4 % (Nielsen Institute).
In France, Statista's Consumer Market Outlook estimates that sales of natural and organic cosmetics will reach 378.8 million euros in 2025, making it Europe's second largest market after Germany.
Natrue measured the emergence of these "conscious consumers" in 2021, in a survey of German and French citizens conducted by the Mindline institute.
Labels such as Natrue guarantee the authentic natural and organic quality of formulations.
Advocates of natural and organic products are legitimately concerned about all that the greenwashingwhich turns its back on legitimate expectations of clarity and ethics.
Labels such as Natrue offer the following guarantees:
- the assurance that an external, independent body will check compliance with the required criteria;
- Continuous improvement of standards to ensure that formulations are in line with scientific and regulatory developments;
- product availability at organic retailers;
- a label that meets consumers' expectations (no substances derived from GMOs, silicones, parabens, microplastics, synthetic fragrances or mineral oils are allowed in the formulation of products bearing the Natrue label);
- support when questioned by the supervisory authorities;
- Binding commitment against greenwashing
The Natrue label is recognized as a safety element guaranteeing the genuinely natural and organic quality of the formulation. Consumers can rest assured that all products bearing the Natrue label are genuinely natural and/or organic.
In a sector with no official definition within a strictly regulated industry, greenwashing and questions about the availability of quality raw materials have become a major concern for consumers and manufacturers alike. A strict definition of the regulations governing natural and organic cosmetics and ingredients is essential to guarantee consumers the quality finished products they have a right to expect. For this reason, Natrue not only owns the Natrue standard, but as an international association works regularly at high-level meetings to put forward the industry's point of view.
Natrue has also been (and continues to be) involved in various projects in the fields of scientific research/innovation and regulatory affairs, to which the association contributes its expertise.
