Natural and organic products continue to shake up mass market beauty care.
In the coming year, several natural product brands, which just recently entered mass retailers, will be cut from planograms so merchants can focus only on those that are actually performing. According to several industry insiders, Hain Celestial Group's various brands will be feeling most of the heat, namely its Alba and Jason Natural ranges. Instead, said sources, retailers will begin developing their own standards of natural, and replenish their mix accordingly. One retailer currently mulling over a natural product standard is Whole Foods Market. "They are changing the way they admit products into its Whole Body" department, said one manufacturer, who met recently with Whole Foods buyers and is looking to get placement into the grocery chain's personal care division. Whole Foods would not comment on its alleged initiative, but one source familiar with its standard said the new order will have products merchandised based on how pure they are and what ingredients products do or do not contain. An overall industry standard is still top of mind with Mike Indursky of Burt's Bees, who earlier this year announced plans to conceptualize and carry out a standard that would help put the industry and consumers on the same page as far as what is natural and what is not. Indursky just returned from Europe where he met with officials to discuss the formation of a global standard for natural products.
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