PORT WASHINGTON, N.Y. — The NPD Group here reported recently there is a continuing growth opportunity, especially for supermarkets, for “eco-beauty” products, defined as being either natural, organic, green or eco-friendly, or socially conscious or responsible beauty products.
The report, “Natural-Organic Trends in Beauty 2008,” found that at least two out of three beauty product users say they are interested in some form of eco-beauty products.
Karen Grant, NPD's vice president and senior global beauty industry analyst, said there appears to be the greatest opportunity for supermarkets compared with other channels.?
For organic beauty products, just one in 10 (11%) of beauty product users state that they have ever shopped for these products at supermarkets/grocery stores. That is only slightly ahead of traditional department stores at 9%. And for natural beauty products, which eight out of 10 women who use beauty products are interested in, the opportunity for the supermarkets/grocery channel appears to be even more pronounced. For natural beauty products, person-to-person/home parties attracted 29% and traditional department stores were mentioned by 14% of beauty product users, while the supermarket/grocery channel was mentioned by just 13%.
Consumers appear to have a harder time finding natural or organic beauty products in supermarkets than they do in most other channels for beauty, Grant said.