With 78% of Canadian consumers using natural or organic personal care products, these products are no longer niche. For the minority who have not yet tried natural/organic brands, perceived cost is the biggest barrier. However, many users recognize their value and are willing to pay extra for these benefits. Despite a tough economy, consumers prioritize natural ingredients, showcasing that even when times are tough, shoppers find a way to include their preferred ingredients.
There is an opportunity to grow the category by focusing on efficacy. Consumers see natural brands as safer and eco-friendly, but many doubt their performance. Emphasizing efficacy in messaging will reassure skeptical consumers that they don’t have to sacrifice results.
Lab-grown ingredients present both a major threat and opportunity for natural/organic brands. These innovations challenge traditional ideas of “natural,” as they can contest claims of health and environmental benefits usually associated with natural ingredients. Traditional natural brands will need to defend against these claims, especially since many lab-grown ingredients are designed for maximum efficacy. For brands embracing technology, these innovations offer enhanced performance and help secure natural ingredient supply chains against climate change.
Natural and organic personal care products are commonplace in Canadian personal care routines since consumers value these ingredients for their safety and sustainability.
Meghan Ross, Senior Research Analyst – Home & Beauty
For the purposes of this Report, Mintel has used the following definitions of products that have natural or organic ingredients:
The following categories are excluded from the scope of this Report:
Mentions of a ‘past year’ timeframe refer to the 12-month period leading up to September 2024.
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