Growth is driven by natural products
Sales of natural products are up 12% year-on-year in the conventional channel and 8% in the natural channel, with 85% of natural products sales now coming from the conventional channel, said Henkel. “Natural products comprise only 8% of total multi-outlet sales but account for 63% of the channel’s growth.”
Meanwhile, household penetration of high-profile natural products categories such as refrigerated plant-based milks and creamers is now 33%, he said.