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Boom in Naturals Offers Scope for Multinationals

June 1, 2009: 06:24 AM EST
Marketers across the spectrum are pulling out all the stops to ensure their products are “green”, to capitalize on surging consumer interest in natural products. Major companies such as Unilever and Colgate are well positioned to take advantage of growth in the sector, riding on the backs of niche players who developed the market, says Carrie Mellage, director of Kline & Company’s Consumer Products practice. But it might not be a smooth path. The natural ingredients market is characterised by concerns about efficacy, traceability, authentication of ingredients, regulatory issues and ambiguity in the definition of “natural”, according to Dr. Lakshmi Prakash, Ph.D., vice president of innovation and business development, Sabinsa. Joshua Onysko, founder and chief executive officer of Pangea Organics, says it is “rare to find an organic or natural product that actually stands up to its claims”. Global standards have yet to be agreed, meaning consumers can be confused because countries, and even companies, have differing definitions of “organic” and “natural”.
Melissa Meisel, "Green Is the New Black", Happi.com, June 01, 2009, © Rodman Publishing / HAPPI
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