A number of recent reports concerning New Zealand's beauty industry have revealed that a certain demographic and the rise of natural beauty is helping to boost the annual spend on skincare and cosmetics.
According to information, data and measurement company Nielsen, New Zealand's population is an ageing one and the number of consumers over 50 years old makes up 38 per cent. This is expected to rise to as high as 43 per cent by 2025.
Personal care and beauty brands are reaping the rewards of this demographic as they spend increasing sums on achieving a youthful appearance. The Nielsen report revealed that New Zealanders spent $NZ105m on cosmetics in 2016, up 17.7 per cent on 2015, and almost double the annual spend five years ago.
Market researches also note that a surge in the introduction of natural, environmentally-friendly product are also contributing to the boom.
A Euromonitor report released in May revealed that green NZ brands such as Ecostore and Earthwise were experiencing strong sales, while the Essano hair care range Mix and TRESemmé Botanique were proving popular too. According to Cosmetics Business, the trend towards natural formulations is backed up by New Zealand legislation which, "supports a natural approach and promotes high environmental standards."
Similarly, locally produced brands known for their natural approach are seeing increasing demand worldwide, as well as creating significant additional jobs through domestic manufacturing operations reports the Cosmetic, Toiletry and Fragrance Association of New Zealand (CTFA). Trilogy, the first New Zealand-made skin care brand to achieve NATRUE natural cosmetics certification, World Organic and Living Nature are just a few of the 60 or so NZ personal care brands to have been established over the past decade.
