Can coconut continue to conquer in 2022?
20 Jan 2022 --- Coconut has long been a popular ingredient choice for skin care and body care formulators. As beauty and personal care consumers increasingly seek natural, organic and vegan products, coconut has fulfilled numerous criteria while strongly resonating with those demanding skin care products with proven science and efficacy and who are looking for brightening and illuminating skin health solutions.
The fruit has increased its presence in personal care products that feature a skin health claim. Globally, according to Innova Market Insights’ research, the ingredient was the fastest-growing fragrance* in terms of its compound annual growth rate (CAGR) in personal care launches with a skin health claim tracked between 2016-2020. During this period, the inclusion of coconut in personal care formulation launches increased by 27%.
Click to EnlargeIn March 2021, the French multinational personal care and beauty product retailer Sephora unveiled its Instant Soothing Coconut Milk Vitamin B3 Mask in the US. The product is a vitamin mask for both the face and the body. Appealing to the natural ingredient trend, its description states that 93% of the product’s ingredients are of natural origin and it is designed to give the “skin an extra ‘shot’ of vitamin-enriched care”.
Highlighting coconut as a core ingredient in the brand name, the product promotes the inclusion of both coconut milk and vitamin B3. Sephora states on its product description that its mask provides “a soothing combination to help relieve or soothe tight skin and reduce the appearance of redness caused by dry skin”.
Coconut has surpassed lavender as the top ingredient in organic face and body care, Innova’s findings reveal. Studying the top fragrances as a percentage of tracked global personal care launches with an organic claim, Innova found that coconut has retained its position of popularity between 2016 and 2020, with the ingredient making up 5% of product launches in both 2016 and 2020. Lavender, on the other hand, made up over 5% of launches in 2016; yet in in 2020 it only accounted for 3% of arrivals in personal care.
From Innova’s research, we can see that coconut fragrances can be found in both the top and fastest-growing fragrances between 2016-2020. Further, coconut water/milk grew by a staggering 218%.
Natura Siberica Organic Coconut Natural Body Lotion launched in the Netherlands in September 2021. The product is designed to help “deeply moisturize the skin, make it smooth and silky soft and remove the feeling of dryness”, the brand describes. The lotion contains organic orange blossom extract which nourishes the skin with vitamins. Organic mallow blossom extract is also present, which aims to provide the skin with moisture and produce an aroma from unique fatty acids and vitamins E, C, B, designed to protect the skin against thermal and UV influences.
Victory for vegans
Vegan expansion is clear throughout BPC sectors, from fragrances and nail care to hair care, oral care and baby care. As vegan claims gain traction in fragrances, coconut has become the most popular as a percentage of global personal care launches tracked with a vegan claim between 2016 and 2020.
This pattern is continuing. In July 2021, Hello Sweet Mint Coconut Oil Vegan Lip Balm Broad Spectrum SPF 15 launched in the US. The product is designed to give eight-hour moisturization and protect the lips, while also being water-resistant for 80 minutes. The brand states that its vegan lip balm has been formulated with a “super-smooth blend” of coconut and olive oils that are designed to moisturize, along with the inclusion of SPF to protect the lips.
Click to EnlargeWhile coconut leads as the most popular fragrance ingredient, the concept of layering fragrances is also emerging. We are therefore seeing brands combine coconut with other sought-after and complementary fragrances to appeal to consumer demands.
T By Tetesept Karibik Zauber Mango Kokosnuss Pflegendes Schaumbad revealed its Caribbean Magic Mango And Coconut Nourishing Bubble Bath to the German personal care market in March 2021. Meanwhile, in the UK in November 2020, Faith in Nature also combined ingredients and fragrances, unveiling its Coconut And Shea Butter Shampoo Bar.
Looking at the fastest-growing fragrances**, in personal care launches tracked with a natural claim, coconut is highly sought-after. It accounts for 37% of launches, coming second only to ginger which is the fastest-growing fragrance in natural personal care. Overall, coconut fragrances are increasing their share in new product launches and are also appearing in natural hair care products.
In October 2021, Alviana Naturkosmetik launched its 3 In 1 Coco Hair Care in Germany. The hair mask strives to provide “naturally silky shine and easy compatibility” and also “helps to reduce split ends”.
All told, coconut is showing itself to not only be the ingredient of choice for the moment, but is doing so off the back of half a decade of notable growth. Ticking so many boxes in terms of consumer demands and growing trends, it currently shows few signs of being surpassed.
By Natasha Spencer-Jolliffe, BPC Insights Senior Journalist
* Fragrances tracked with less than 200 new product launches in 2020 are excluded
** Fragrances tracked with less than 70 new product launches in 2020 are excluded
