PRESS RELEASE
August 2014
VIVANESS 2015:
The place to be for the global natural cosmetics
industry
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Natural cosmetics continue to drive the market as a whole
Germany remains the leader in the European sales ranking
Good growth forecasts for international markets
From 11 to 14 February 2015, VIVANESS in Nuremberg will once again
be the inspiring "place to be" for representatives of the international
cosmetics sector, and thus for everyone already active in the
increasingly successful natural cosmetics market segment or who
would like to gain a foothold there. In contrast to the somewhat
restrained growth in the sales of classic cosmetics, certified natural
cosmetics continued to develop positively in key markets in 2013. The
German industry took a major step towards the billion euro sales
threshold during the course of the year. Worldwide, sales revenues
from natural beauty products rose by around 7 billion US dollars to
almost 30 billion US dollar from 2010 to 2013. 45% of this came from
natural cosmetics brands which have to meet strict raw materials and
production guidelines and which are certified by monitoring bodies.
Experts assess the market share of "near-natural" cosmetics as being
around 55%. 200 exhibitors and around 42,000 trade buyers are
expected to visit VIVANESS and BIOFACH in the Exhibition Centre
Nuremberg again in 2015.
The German market for certified natural cosmetics enjoyed further growth
for the second year in a row. Between 2012 and 2013, it increased by
around 7% to €920 million, which corresponds to a share in the overall
cosmetics market of over 7%. And the outlook is very positive: In the first
six months of 2014, according to natural cosmetics industry monitors, a
growth rate of over 10% was posted. Sales revenues from certified natural
cosmetics have risen since 2011 by well over €100 million, whilst sales of
near-natural brands, at €983 million, only grew by 2.5%.
The German Cosmetics, Toiletries and Detergents Industry Association
(IKW), Frankfurt am Main, Germany recorded a growth rate of 0.6% to
around €12.9 billion for the German cosmetics market in general in 2013.
Market expert Elfriede Dambacher, owner of naturkosmetik konzepte
Dortmund, Germany, describes natural cosmetics as "the driver of growth
in the cosmetics industry". In addition, she continues, the success of the
sector is evidence of a change in consumer behaviour. Customers are
turning to natural cosmetics brands because they feel that the origin of the
raw materials and protection of resources are important. In addition, they
are consciously taking the ethical and social aspects of the value creation
chain into account and generally relying on the credibility of companies that
they trust when making their purchase. This tendency is becoming apparent
in more than just the growth rates of the end products. Raw materials
suppliers are clearly taking the increasing demand for natural and certified
organic ingredients seriously. Worldwide, the certification organisations are
also enjoying a steady rise in numbers as more and more companies
become members.
Global market for certified natural cosmetics reaches 13 bill. US dollars
The international market research company Kline & Company, Parsippany,
New Jersey (USA), currently puts the global market for certified cosmetics
at over 13 billion US dollars. Europe's markets account for a good 20% of
this, with Germany topping the sales ranking with €920 million (2013).
France follows with around €400 million and a market share of 3% - 4%.
Other countries with plenty of natural cosmetics-loving consumers are the
UK, Italy, the Netherlands, Austria, Switzerland and Scandinavia.
Manufacturing companies from these countries are active with their brands
not just at home but also in the export business. A whole host of successful
smaller companies has arisen in recent years and found a place alongside
the established brands on retailers' shelves and in various online shops.
With Breeze 2015, VIVANESS is offering a unique platform within the trade
fair especially for such newcomers to the market for the fifth time now.
Every company can use this opportunity to present itself to the trade public
twice in total. The area holds around 10 exhibitors. By the end of the
exhibition in 2014, many of last year's labels had already expressed an
interest in being there again the next time. After all, Breeze, Novelties and
the premiere of the Meet & Talk communication platform were amongst the
VIVANESS 2015: Place to be for the natural cosmetics industry
Press Release – August 2014
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main visitor attractions at the event.
The constantly increasing availability and wide choice of natural cosmetics
products in all marketing channels have clearly boosted the interest and
appeal of natural cosmetics. In addition, there are further advertising
activities in consumer media outlets and, for the first time, TV advertising,
all of which have further increased awareness of the brands.
Consumer awareness as a success factor
The term "natural cosmetics" is defined differently in an international
context and market researchers therefore arrive at different growth rates.
However, everyone agrees on the forecasts for further development of the
worldwide markets: The prospects for natural cosmetics in the future will
continue to be very positive. According to the internationally respected
market research company Kline, world sales of natural cosmetics grew
from 2012 to 2013 by 10.6% to almost 30 billion US dollars. Kline makes a
distinction between certified and near-natural cosmetics, using the terms
"truly natural" and "nature inspired". Near-natural cosmetics, according to
Kline, enjoy a global market share of around 55% with sales of over
16 billion US dollars, whilst the share of certified natural cosmetics has
reached 45%, or more than 13 billion US dollars. The California market
research institute Grand View Research Inc., San Francisco (USA),
recently published a study entitled "Global Organic Personal Care Market
Analysis And Segment Forecasts To 2020". According to this study, global
sales of certified natural cosmetics are set to rise by 2020 by 3 billion US
dollars to around 16 billion US dollars. The forecasts for the Asia-Pacific
region are particularly promising: Here, sales of currently two billion are set
to rise to 3.77 billion in 2020. The market researchers consider the further
expansion in consumer awareness of the advantages of natural cosmetics
to be the key factor for the positive development in demand over the next
five years.
USA: Natural cosmetics a strong presence in specialist stores and the
mass market
Alongside the fast-growing buyers' markets in Asia, the traditionally strong
sales market in North America is also growing further. The USA's market
share of global sales of certified and near-natural cosmetics according to
Kline is 15%, or around 4.5 billion US dollars.
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The well-established organic specialist trade in the United States,
especially the market leader, Whole Foods Market, provides a massive
selection of near-natural products and certified natural cosmetics. Many
mass market suppliers such as supermarket chains and drugstores have
also built up a surprisingly large range in this sector. The specialist trade is
trying to stand out from its mass market competitors through the use of its
own quality criteria, such as "GM-free" and "not tested on animals". Experts
forecast that the demand for certified natural cosmetics will increase more
in the future than the demand for near-natural products. Through the
expansion of the branch network in the specialist trade and the further
increase in consumer awareness of problematic ingredients, sales of
natural cosmetics are set to grow further in the USA too.
Press and media contacts
Barbara Böck, Helen Kreisel-Gebhard, Ellen Damarowski
Tel +49 (0) 9 11. 86 06-83 28
Fax +49 (0) 9 11. 86 06-12 83 28
[email protected]
You will find all the press texts plus further information and photos at:
www.vivaness.de/press
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