A recent market analysis report from Organic Monitor shows that the North American market for natural and organic personal care products is recovering from the financial crisis, with sales exceeding $5 billion, and revenues expected to climb to $8 billion by 2017. The major drivers of market growth are widening distribution and new product launches. Penetration of natural and organic personal care products is increasing in supermarkets, drug stores, mass merchandisers and club stores.
 
According to Organic Monitor, new product launches are stimulating market growth. The entry of large multinationals—including Johnson & Johnson and Estée Lauder—is making natural products more accessible and visible to consumers. However, retailer private labels are expected to have most success.
 
With many products marketed on natural and organic claims, consumer confusion remains a major industry concern, alerts the firm. Standards are having a major impact, with many companies looking at certifications to “legitimize” their natural and organic products.