Healthy growth in the North American market for natural personal care products is due to increased avenues of distribution, according to Organic Monitor. Natural & organic brands are expanding into new channels as shelf-space in natural food shops reaches saturation. The group’s research finds that natural personal care companies are focusing on distribution for growth openings.

The North American market for natural personal care products has reached US $5.4 billion in value. Most revenue increases are from outside the traditional channel of natural food shops. Burt’s Bees and Yes To brands have grown considerably in drugstores, while premium brands like Dr. Hauschka are popular in beauty retailers. JR Watkins is focusing on multi-level marketing, while brands like Eminence Organic are targeting hair salons. Natural brands are also making inroads in mass market retailers, encouraging supermarkets to develop private label ranges, reports Organic Monitor.

Apart from new distribution channels, natural & organic brands are also looking at export markets for business growth. The Asian market is attractive because of healthy market growth rates and high consumer preference for western brands. Aubrey Organics is one of the most successful American brands in the Japanese market, while Intelligent Nutrients is gaining popularity in Asian countries because of its certified organic range.