Whole Foods Market gave a packed session at Natural & Organic Products Europe its unique insight into current and future trends in natural beauty.

“The natural beauty pioneers still have a stronghold on the sector,” said Ines Hermida (pictured), whole body coordinator at Whole Food Market.

“These brands have been going for 20 or 30 years and are backed up by certification. But younger consumers now prefer newcomers to the market that have a more sophisticated feel.”

Hermida revealed the natural beauty categories where Whole Foods Market was most interested in sourcing new products.

These included make-up, which Hermida explained was often perceived as more toxic than other products, and organic perfume – which she said suffered from a lack of organic suppliers.

Men’s product ranges, medicinal ranges with a luxury feel and anti-ageing products with natural antioxidants were also highlighted as growth areas.

She also spoke about how, in the future, consolidation of natural beauty companies could help bring about lower cost everyday ranges.

“The natural beauty market is very fragmented so there is currently little economy of scale,” she said.

“In the future we’d like to see lower cost ranges in categories like toothpaste and hair care.”

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