Market research
“We combine the latest figures from the present with scientifically-sound knowledge of future topics.”
Our research approach for the organic cosmetics market
Through cooperation with our partners, we are able to map the development of the natural cosmetics segment across all distribution channels in Germany and determine the latest developments in the overall market. These can be seen in the Natural Cosmetics Annual or Semi-Annual Report.
How is the cosmetics market classified as a basis for a more differentiated view?
In 2006, together with our market research partners, we classified the German cosmetics market into three sub-segments in order to enable a differentiated view of the individual sub-markets.
All data collected for the German market is based on the common classification. As all partners, Information Resources Germany, IQVIA and BioVista, have retail data (sales data) from different premises, the entire market can only be depicted by combining the sales figures and coordinating them with the GfK consumer panel.
The market figures of the IKW (basis: Marktschätzung IKW e.V.) serve as the basis for the total cosmetics market. The market has been divided into three areas in an effort to better track the development of organic and near-natural cosmetics. The brands were assigned to the individual segments in order to provide reliable data. New brands are allocated monthly between GfK, Information Resources and naturkosmetik konzepte THE NEW and are coordinated between the participating companies.
Classification of cosmetics
What is the differentiation between classic, organic and natural cosmetics?
Classical cosmetics
All cosmetics brands and product lines that cannot be assigned to the segment of organic or near-natural cosmetics are included in this segment and make up the bulk of the market. If individual products of cosmetic brands are certified, they cannot be reclassified for technical reasons. If a complete series is certified or classified as near-natural, a reclassification is made for this product line. Green-inspired brands, whether through individual organic raw materials or through green marketing, are also assigned to this category.
Near-natural cosmetics
The segment of near-natural cosmetics includes the large field of plant-based cosmetics and white label products, free from… products that already do without many synthetic raw materials and additives, but do not meet the criteria of certified organic cosmetics. Although more and more herbal active ingredients and raw materials are being used, the frame formulation does not correspond to certified organic cosmetics. Even if products use herbal ingredients as well as individual organic or fair trade raw materials and also omit ingredients such as parabens or PEGs, they remain in this category because they do not meet the requirements of certified organic cosmetics. We also take sustainability aspects and the given transparency into account when classifying them. Brands are not classified as natural if the transparency of all raw materials used is not given to consumers.
Organic and bio-cosmetics
Within the organic cosmetics segment, as shown in the chart, there are further differentiations that are relevant in the B2B area, but which can hardly be differentiated by consumers. For this reason, the organic cosmetics market has been divided into the following subgroups:
The majority of organic cosmetics sales are generated by certified organic cosmetics with a seal. This segment includes all certified organic cosmetic products. These are products that have been certified by various credible associations. The products bear the seal of the organisation to whose standard they were certified. If individual product lines of a brand are certified, we also assign this product line to this segment. Certified individual products of a brand remain in the segment of the previous assignment of the brand. Brands certified according to the USDA standard or Bio Austria Garantie have also been allocated to this segment.
This includes a few brands and products that are not certified according to organic cosmetics standard. Brands are assigned to this category if they have an internal company inspection of the organic raw materials used by control institutes. We group brands and products in this category that bear various quality and control marks but are not certified according to a standard. We base this classification on the accreditation criteria of Vivaness (international trade fair for organic cosmetics) and consult an expert in case of doubt.
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