A clean take on beauty: Organics and naturals dominate the Nordic market

The prioritisation of healthy living and a free-from lifestyle by consumers means the Nordic region is enjoying growth in premium natural beauty products, as Poorna Rodrigo, Sarah Gibbons and John Pagni discover

The Nordic region is associated with cleanliness, environmentalism and healthy living, so maybe it is no big surprise that sales of natural and organic personal care products are strengthening in these markets.

So engrained is this trend, say experts, that colour cosmetics lines are increasingly being developed as natural or organic. It is also tapping into Nordic consumers' preference for buying premium products, favouring quality over bargains.

An analyst from London-based market intelligence company Euromonitor International says that demand for premium and more natural products in the Nordic region is likely to increase through 2019, "leading to a greater focus on innovation in these areas from existing players".

She adds: "As the trends continue to converge, it is also expected that the number of products combining a premium and natural positioning will increase. It is also likely that new . . .

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