“Natural” Trends and Drivers in the Self-care Space Organic. GMO-free. BPA-free. American consumers are increasingly choosing more natural products and ingredients, and are willing to pay more for them. This interest extends to natural over-the-counter (OTC) products, which are drug-free, and may contain natural, plant-based or herb-based ingredients.
A majority of consumers are now using natural OTCs, primarily driven by the desire to use what they believe are safer products with fewer side effects. Interestingly, many consumers perceive natural OTCs as more or equally effective as traditional OTCs. Click here to read a paper from IRI and Kline which details the latest market and retail trends, the competitive landscape, the future for natural OTCs, and what manufacturers and retailers need to know to win in this growing market.
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