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THE TERM ORGANIC usually evokes images of apples, peaches or bananas. However, consumers’ cravings for organic and natural products are not isolated to the produce section and grocery aisles. Today’s shoppers also care about the ingredients that are going into the
products they put on their skin.
“Social media has raised awareness and demand for organics and
authenticity,” says Susie Hewson, owner, founder, developer and
internal sales and marketing director of Natracare, based in Greeley,
Colo. “Big corporations no longer capture their hearts, and con-
science is a key word for this new generation of choosy consumers.
Organic food started the revolution, and certified personal care is
riding up there as the need for organic increases.”
While the demand for natural and organic personal care products
is growing, consumers, especially Millennials, are becoming less
likely to head to specialty stores in search of these items. More and
more, consumers expect to walk through the grocery aisles and find
tubs of natural hydrating cream and organic makeup removal wipes
sitting conveniently next to the conventional brands.
Wally’s Natural recently conducted internal surveys of Millennials,
asking them how they shop for and use these products.
“We’re seeing a lot of Millennials graduate to the food, drug and
mass outlets, so they’re not really seeking out natural products in
natural stores but looking for them on the shelves,” says Dan Fox,
marketing director for Auburn, Calif.-based Wally’s Natural. “It’s
super important that retailers notice what’s going on because it kind
of helps spur the idea that you put the natural products next to their
non-natural competitors. That’s where the Millennials are shopping,
they’re not going specifically to the natural aisle.”
Millennials may be hesitant to head to specialty stores for their
personal care products, but many would make the trip to their near-
est health food store if their go-to retailer did not carry the necessary
“Millennials are looking for a story of authenticity, truth in labeling and organic products,” Hewson says. “They understand why
organic is important and unless retailers come to recognize this
demand soon, Millennials will source the products elsewhere.”
Consumers expect to buy natural and organic personal
care products at their local grocery store.
BY REBEKAH MARCARELLI