Natural is back—As anxious consumers reject an industrial system that appears increasingly toxic and damaging to health, they are turning toward natural products as a solution. Raised on digital culture, they no longer see nature and technology as mutually exclusive, and are combining the best aspects of both to build New Natural lifestyles.
The 79-page report includes:
- A 28-page beauty deep dive exploring New Natural’s impact on the beauty industry
- A survey of 1,000 US and UK consumers from SONAR™, J. Walter Thompson’s research unit
- 10 pages of infographics revealing new consumer attitudes toward natural products and messaging
- 20 key trends in food and drink, beauty, personal care, apparel and more
Products from makeup to nail polish to perfume and even tampons are now being pitched to consumers as natural and free of additives and chemicals. Bacteria are no longer seen as a nuisance to be scrubbed away, but part of an ecosystem to be cultivated. Women are even looking for a more “natural” approach to birth control, ditching the pill and instead paying attention to their bodies, with assistance from apps.
Trends explored in depth include, among others:
Consumers are realizing the benefits of using less water and detergent, and are looking for products that help them achieve this.
A wave of natural beauty launches is using the language and processes of laboratory science to support efficacy claims.
Farm to Face
The farm-to-table is spilling over into beauty as consumers expect more information about sourcing and provenance across all sectors.
New products that help return skin to its natural state are in demand as consumers fear the toxins in synthetic creams and rubs.
Rising interest in the health benefits of fermented foods has led to a wave of edible and topical product launches in the beauty sector.
Mainstream consumers are now interested in recovering calories at the end of a food product’s commercial life cycle, and the idea has even gone upscale.
Packaging designers are now creating edible and biodegradable products using materials inspired by nature.
Natural Feminine Care
Women are reacting against mass-market brands and embracing natural alternatives with an honest, body-positive take on menstruation.