Nielsen: What It Means to Be 'Natural' in the U.S. Beauty Market

Nielsen is No. 32 on the DiversityInc Top 50 Companies list

The U.S. beauty industry is always a step ahead when it comes to being on trend. And today’s beauty shoppers are driving a significant portion of the trends in this arena, many of which parallel those in other fast-moving consumer goods (FMCG) areas.

For example, as with organic food and household supplies, more consumers are becoming interested in natural beauty products.

That’s because a focus on health today isn’t confined to what consumers put in their bodies. Now, we’re just as aware of what we put on our bodies. But, how shoppers are looking for more natural beauty products is already evolving. And what “natural” means to one shopper might be very different from what it means to another.

From balayage to activated charcoal, it seems like the next big thing can come from just about anywhere. And while that’s more true than ever, how are you supposed to know when something really is a thing, and when it’s just a flash in the pan

The secret is finding a connection between the micro-trend and macro consumer needs, which are readily shifting. Because, while we’re in the midst of a great proliferation of brands, products, services and, yes, trends, the new shifts creating sustained growth opportunities for brands and retailers are really nothing new at all.

Read Nielsen’s study,
“The Future of Beauty.”


In 2017, products featuring natural claims represented 3.1% of the U.S. personal care market, generating $1.3 billion in annual sales last year. That’s up from 2.1% of the market in 2013 (representing sales of $230 million). Comparatively, beauty has been slower to go natural (natural products currently make up 1.4% of the market), but sales are growing quicker than in personal care.

For more insight on the future of beauty, join Nielsen’s
March 28 webinar.

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