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Big Players Help Encourage the Growth of the Naturals Market

Posted: February 12, 2009

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Will consumers afford to buy natural?


Product prices in this category start at 20% higher than their non-natural counterparts—pricing that is justified by the fact that sourcing natural ingredients is significantly more challenging and expensive than synthetic products.

But despite the pricing challenge, the experts at Kline believe there are still opportunities, especially as the bigger players get more involved in the category. “Major marketers are in an excellent position to leverage the naturals proposition that began with the smaller niche players,” said Carrie Mellage, director of Kline’s Consumer Products division.

Bigger players move in on the act