Natural brands must focus on wide distribution if they want to succeed, according to a study by Organic Monitor.
The study showed that the most successful brands are those that enlarge their distribution to normal channels and do not remain only with specialist distribution. Such brands have managed to “break the green glass ceiling” and outperform the market, according to Organic Monitor. Most sustainable products still have a low market share despite high consumer interest, said the company, and natural products represent only 3% of personal care product sales in Europe.