Major organic brands threatened by niche rivals
Naturoganics, a new report by Mymarketmonitor.com and Imogen Matthews Associates, has found that major organic and natural brands are losing out to niche, entrepreneurial newcomers as consumers demand what they believe to be purer products.
Naturoganics, a new report by Mymarketmonitor.com and Imogen Matthews Associates, has found that major organic and natural brands are losing out to niche, entrepreneurial newcomers as consumers demand what they believe to be purer products.
According to Naturoganics, while The Body Shop and Kiehl’s (owned by L’Oréal) and Estée Lauder’s Aveda and Origins still dominate press advertising for the sector, their editorial coverage is shrinking due to increased column inches on the 300-plus smaller brands available. The report noted that the sector was driven by editorial, estimated to be ten times higher than advertising as far as naturals and organics were concerned.
“The report’s findings show that the smaller brands will continue to erode the larger companies’ power base and dominate the editorial space,” said Mike Ramseyer, ceo of Mymarketmonitor.com. “This leads to the opinion that the larger companies must embrace the natural trend more wholeheartedly.”
Naturoganics also revealed that hair care looks set to be a future trend in the sector as technological problems in formulations are overcome.