Industry insiders share 7 trends to watch out for in the natural and organic space in 2020.

◊ By Natural & Organic Products Europe

1] ZERO WASTE PACKAGING

“Plastic-free and zero waste will be a focus in 2020, with customers looking to leave as small a mark on the planet as possible.”

Mitch McCarthy, Assistant Category Manager, Holland & Barrett

“At Motion Nutrition, we’ve moved towards plastic-free, compostable materials, but what should people do in areas where councils don’t collect food waste? And what is happening to recyclable waste: is it really getting recycled, or ending up in a landfill? Providing real solutions to these issues in a way that is easy for consumers to grasp will be a fantastic opportunity for growth to whoever can crack it. We need to offer solutions that do not put the burden of responsibility on the consumer, but instead make it easier for them to lead an environmentally conscious life. How about liquid shampoo packed in a bottle made of hard soap?”

Joseph Welstead, CEO, Motion Nutrition 

2] EATING FOR THE BRAIN

“The concept of integrated health will become even more mainstream than it is at the moment. This year has been a turning point in terms of the awareness of mental health issues in the media, and I was approached by a team of worldwide leading trauma and attachment psychologists and psychiatrists, who recognised the benefits of integrating nutrition to aid the healing of mind and body for better overall recovery. This led me into conducting lengthy research into nutrients to best support depression, PTSD, anxiety and insomnia, and formulating two new supplements for mental health.”

Dr Marilyn Glenville, Nutritionist, UK

3] EDIBLE BEAUTY INGREDIENTS

“One of the biggest trends in the natural health sector is ‘Edible Beauty’ – dietary supplements, nutrition and foods for anti-ageing, skin health, and beauty. Market research predicts that in 2020, the ‘Digestible Beauty Products’ market will reach $7.4bn (as per Global Industry Analysts Inc). There’s amazing opportunity for the skincare and nutrition fields to join forces to create innovative products.”

Star Khechara, Founder, Academy of Beauty Nutrition 

4] PRO-PLANET BRANDS WILL GET NOTICED

“For me, the most interesting trends in 2020 will spring from the climate crisis and how brands respond to the growing problem. I’m optimistic that in our sector at least, environmental issues will underpin the majority of launches. World events like the Australian bush fires are only going to further hammer home to consumers the magnitude of the climate crisis and the importance of planetary responsibility – on an individual level and, of course, at the government and industry level.”

Rosie Greenaway, Editor, Natural Products News

5] CBD IS MOVING INTO MAINSTREAM SPACE

“Ironically, I see the greatest opportunity for 2020 as also being the greatest threat, and that is the regulatory status of CBD food supplements, and our continued ability to freely market these products. On the one hand we have a new market emerging that is quite unlike anything I have seen in my career (some estimates say that the market for CBD supplements will, before too long, exceed the current entire market value for all other food supplements combined). But the real challenge comes from regulators seeking to see these products removed from the market, thereby running the risk of driving consumers to less-regulated online sources of supply.”

Graham Keen, Executive Director, Health Food Manufacturers’ Association (HFMA), UK

“CBD will continue to grow as a staple in people’s beauty routines and move increasingly into the mainstream. People will be looking for products led with single ingredients, so they know exactly what they’re putting on their bodies – avoiding long, complicated ingredients lists which don’t feel natural.”

Mitch McCarthy, Assistant Category Manager, Holland & Barrett

6] VEGAN CONSUMERS ARE BECOMING WEARY OF OVER-PROCESSED VEGAN FOODS

“We will see a rise in the ‘Vegan Backlash’. Health and eco-conscious individuals turning to a vegan diet have seen that too many products are highly processed, of questionable nutritional value, and use unsustainable/unethical ingredients. I hope the backlash will bring some perspective to the market, allowing vegans to marry convenience, taste, health and sustainability. One opportunity for 2020, will be education on ‘Vegan Scratch Cooking’, where retailers sell ingredients which permit a more natural, plant-based diet based around organic whole foods – fruit, vegetables, nuts, grains, beans, and pulses – making this more accessible to the masses and providing a competitor to over-processed foods and drinks.”

Simon Wright, Sustainable Food Consultant and Founder, OF+ Consulting

7] BIOENGINEERED PLANT-BASED INGREDIENTS 

“The growing consumer interest in natural, plant-based ingredients in beauty products is likely to put an even bigger strain on the planet. A more sustainable option will be to bioengineer ingredients to offer the best of both worlds – sustainably harvested ingredients, and the benefits of plant-based ingredients for the skin. If this is achieved, it will take the strain off the environment and also meet market demand.”

Mel Jenkinson, Founder, Glow Organic

“In terms of trend-led ingredients, we’re expecting squalane to continue to be a big ingredient in skincare. This can be found from natural sources now such as sugarcane and olives, and acts like an emollient when applied to the skin.”

Mitch McCarthy, Assistant Category Manager, Holland & Barrett

At Natural & Organic Products Europe 2020 (19-20 April), London, 700 exhibitors will showcase the above trends through their natural, certified organic, vegan, fairtrade and free-from food, drink, VMS (vitamin-mineral supplement), cosmetic, skincare, and eco-living products. 

For further information, visit

www.naturalproducts.co.uk.