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Green Personal Grooming Moves To Mass Market



Published February 7, 2008
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As the “green” products trend continues to advance, consumer demand for natural personal care products is driving a major shift from niche distribution channels to more mainstream mass retail outlets. This is fueling a sharp increase in sales, according to a study by worldwide consulting and research firm Kline & Company.

“For a long time, natural products have been the domain of health and organic food stores—niche retailers with a core group of loyal customers,” says Karen Doskow, project manager for Kline’s consumer products practice. “Naturals are now becoming commonplace in the aisles of national chain grocery and discount stores like Wal-Mart and Target. This will have a major impact on the competitive landscape of the market.”

Kline’s in-depth report “Natural Personal Care 2007: Competitive Brand Assessment and Ingredient Analysis” indicates that the move to mass retail could help promote long-established, yet little-known natural brands and also makes them prime candidates for acquisition by the major players in the personal care market, as seen with the recent acquisition of Burt’s Bees by Clorox. More info: www.KlineGroup.com


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