Despite Recession, Natural and Organic Personal Care Still Going Strong

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Despite Recession, Natural and Organic Personal Care Still Going Strong

The U.S. natural health and beauty care market will reach sales of $12 billion in 2014 as more American consumers opt for such products, according to “Natural and Organic Personal Care Products in the U.S., 4th Edition,” by New York-based market research publisher Packaged Facts. Last year, though, due to a frosty economic climate, the U.S. market grew 8 percent and neared $7 billion -- still impressive but below earlier category gains.

Somewhat slower growth would seem to be a momentary blip, however. Looking ahead from spring 2009, Packaged Facts called the natural personal care market a “steady performer” during recessionary times, adding that safety concerns, fear of disease, worries about pollution, and higher consumer awareness of health, fitness, appearance issues will help return the market to the double-digit growth logged annually from 2002 through 2007.

“Many Americans fear the health consequences of using chemical-laden deodorant, shampoo, foundation, and other personal care products,” says Packaged Facts publisher Tatjana Meerman. “They have tried natural versions of such products, and have become sincerely, even passionately green-minded. Just as there is no turning back the clock on America’s acquired taste for things upscale, whether designer clothing or luxury goods, there is no way that we can give up our safer natural and organic products, or the green, eco-friendly thinking that accompanies them.”

Worldwide natural HBC sales are predicted to parallel the booming U.S. market and approach $40 billion in 2014, with total growth exceeding 73 percent for the 2008-2014 period.

The Packaged Facts report looks at the consumer marketplace for natural and organic skin care, hair care, and makeup products. Additionally, international data is presented and analyzed for the first time. For more information, visit