Every third customer buys natural cosmetics

Germany remains the largest market for natural cosmetics in Europe. In 2021, the division gained 1.6 million customers. Meanwhile, organic specialist retailers, are losing their importance as a sales channel.

While conventional cosmetics suffered a 3.3 per cent decline in sales in 2021, natural cosmetics manufacturers recorded a slight increase of 1.8 per cent to 1.48 billion euros. This was reported by industry expert Mirja Eckert at the Biofach and Vivaness balance conference.

E-Commerce is growing strongly

Across Europe, Germany remains the largest market for natural cosmetics. Its share of the total cosmetics market in this country is almost eleven per cent. Last year, the division gained 1.6 million new customers, Eckert reported. "There has never been such an increase." One in three customers is turning to natural cosmetics.

An ever-expanding range of products has helped achieve greater visibility, she said. In addition, the distribution network has improved. Natural cosmetics are now represented in every sales channel. However, organic retailers are losing importance, says Eckert. Instead, sales through conventional grocery stores and discounters are becoming increasingly important. E-commerce is also growing strongly.