The Increase in Demand for Natural Products by New Generation Consumers

In a world where the quest for knowledge is always only a few clicks away, a new generation of consumers is demanding greater transparency from companies regarding the products they purchase. Gone are the days when consumers only cared about product quality. Today, they want to learn as much as they can about the goods and services they use, how they impact the environment and the reputation of the companies behind these products.

It isn’t farfetched to say that today’s consumers are getting smarter about their product choices. The shift in consumer behavior is readily apparent across all industries. More and more people want to learn where the products they use come from, how they’re made, and whether the companies they purchase from are contributing toward social and environmental advocacies. 

The Natural Trend Spans Multiple Industries

While this behavior is most commonly seen in the food industry, it’s worth noting that there has been a significant increase in the demand for natural consumer products in personal care, household products, and cosmetics as well. Several studies show that this isn’t a trend that’s going anywhere anytime soon.

For one, a study by Kline & Company suggests that consumers are willing to pay more money for natural products or ones they perceive to be natural. The same study reports that the natural personal care market is projected to be worth $25.1 million in 2025.

Without question, your business is in a better position to compete if you embrace the increasing demand for natural products. Even niche players are finding success using this approach. A prime example is Hair Folli, a company that makes a plant-based serum that promotes hair growth.

They have managed to attract a targeted set of consumers who need to address their hair loss problems while satisfying their ethical buying decisions at the same time. Their product consists of all-natural botanical extracts, each of which are carefully selected by Australian scientists.

Mainstream Companies Recognize the Need to Adapt

Many such small companies have been immensely successful following their launch of organic wellness products. This success comes at the expense of the biggest names in the industry, prompting them to release their own natural line of products. Interestingly, these established brands have also acquired the smaller niche players in an attempt to remain relevant and competitive in the industry.

In many ways, these “natural and clean” wellness and beauty products have started a revolution. With more companies building their own natural divisions, more consumers are getting more aware of the myriad benefits of using products with completely natural ingredients. Consumers no longer want to see an absurdly long list of ingredients they cannot understand. They now prefer a shorter ingredient list without harmful chemicals, phthalates, or parabens.

This scenario is a win-win for both consumers and companies. With more customers demanding environmentally-friendly products and manufacturing practices, companies and retailers feel the need to up their game and meet the demands of their end consumers.

Of course, consumers benefit from healthier, safer, and more environmentally-friendly product choices, ones they won’t think twice about purchasing even if it means shelling out a bit more money.