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Markets & trends

Germany: Natural and organic cosmetics gained more than a million new customers in 2018

In the saturated German beauty market, the natural and organic segment recorded the fastest grow in 2018. However, the focus is shifting from natural ingredients to ethical and social-ecological ingredients, which are increasingly taking centre stage, according to Naturkosmetik Konzepte.

While the overall German beauty market was stagnating in 2018, natural and organic cosmetics grew by 5.9%

While the overall German beauty market was stagnating in 2018, natural and organic cosmetics grew by 5.9%

The German market for natural and organic cosmetics recorded a 5.9% growth rate in 2018, while the entire cosmetics market was mostly stagnating, unveiled market research and consulting firm Naturkosmetik Konzepte [1]. Sales of natural and organic cosmetics reached 1.26 billion euros. While drugstore remain the main shopping channel for these products, many consumers are purchasing new products online.

In 2018 alone, more than 1 million additional customers purchased natural and organic cosmetics, with 40 % purchasing this category for the first time,” highlights Naturkosmetik Konzepte.

From natural to ethical

Foremost younger shoppers are looking for new, trustworthy products. According to Naturkosmetik Konzepte, new shoppers are questioning raw materials and the claims of the cosmetics industry and prefer smaller brands that reflect their own ethic principles by adapting quickly to new trends.

Climate protection, mindfulness for the own body as well as nature, zero waste and nature-friendly products are on the winning side,” notes Naturkosmetik Konzepte.

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