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Editor's Note A New Guide to Natural Products Marc Birenbaum Executive Editor mbirenbaum@creativeage.com Personal-care companies create natural products that work as well as— if not better than— conventional products. 4 November 2013 | beautystorebusiness.com MORE CONSUMERS ARE SEEKING OUT natural-beauty products to use. The category continues to grow. And you are expanding your inventories to include offerings from this sector. So when "NEXT: The Natural Products Industry Forecast 2014" was sent to me, I, of course, read it. It's a fascinating new report released by New Hope Natural Media and SterlingRice Group on the natural-products industry—including beauty. Filled with trends, brands, products and people as well as sales and growth figures, it's designed to help businesses that provide natural offerings and to understand how the healthand-wellness movement is evolving. "The NEXT Forecast represents the future of the natural-products market," says Carlotta Mast, its chief author. "The report 'future casts' products with ingredients, benefits, branding, packaging and missions that align with the trajectory of the industry—and is bolstered by robust data and insights." The report is divided into three productfocused sections: Foods & Beverages (natural, organic and functional foods and beverages); Supplements (dietary supplements and nutritional ingredients); and Natural Living (natural beauty, pet and household products). Five trend takeaways from it are: Natural, effective personal care: Natural personal care, a $10-billion market, has suffered from the perception that its products just don't work. Until now, thanks to advances in green chemistry, progressive personal-care companies have been busying themselves creating natural products that work just as well as—if not better than— conventional products. Courting millennials: The generation of consumers between the ages of 18 and 32— typified as independent, educated, skeptical and frustratingly fickle—has become the next great spending force in the United States. By 2020, millennials are expected to amplify grocery spending by $50 billion. Personalization: As the balance of power between consumer and corporate interests realigns itself, products will have to meet consumers closer to where they live to resonate in the years to come. Everything from food to nutrition to healthcare is becoming more tailored. Transparency 2.0: After food-safety scares and troubling discoveries related to industrialized food production, consumers want to know exactly what's in their food, how it was sourced and who made it. Through messaging, honest labeling, storytelling and more, standout companies are getting creative with their approaches to transparency, taking consumers closer to the source. Performance goes natural: Sports nutrition remains a fast-growing category in supplements, and is expected to grow at an average annual rate of 10% through 2015. As non-endemic consumers buy in, and as doping scandals continue to pop up, a shift toward cleaner, third-party certified, natural-supplement products will continue to gather steam. For a free preview of the report, visit nextforecast.com. The full report is available there for $1,995; the Natural Living section is $995. ■