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More H&BA users 'go natural'.

NEW YORK -- Natural health and beauty aids are gaining traction in the mass retail arena, driven by the fact that many consumers are paying more attention to the substances they put on and in their bodies. The growing interest in products with natural ingredients is reflected in the number of certifications sought from the Natural Products Association (NPA), according to the organization, which earlier this year reported that it had hit a milestone with the 1,200th certification of natural products and ingredients.

"We've been seeing brands both large and small apply for Natural Seal certification," said NPA senior vice president of scientific and regulatory affairs Cara Welch. "As consumers and retailers are asking for natural products, manufacturers are stepping up to answer the call. The growth in the program in just one year's time has been phenomenal. It's exciting to see the accelerating demand for natural products."

The NPA's certification process is meant to help consumers seeking natural products, or those with natural ingredients, identify suppliers that deliver on their natural promises. As of March, the NPA said more than 85,000 stores nationwide carried products with the Natural Seal, which are offered by 91 companies; 726 products and 485 ingredients have been certified as natural.

"Nationwide, more and more people are making the choice to go natural for the products they buy," said NPA executive director and chief executive officer John Shaw. "The Natural Seal helps them quickly and easily identify truly natural products for themselves and their loved ones."

Recognizing the importance of the natural and organic products sector, IRI this year partnered with SPINS LLC to provide better information about how consumers really shop for and buy these products.

Meanwhile, health and beauty aid suppliers are developing product lines that cater to consumers seeking natural options. Sundial Brands, for example, aims to serve multicultural and "green" consumers with what it describes as culturally authentic, natural and efficacious offerings.

"We've created a family brand with all-natural products that every member of the family can use daily, and that offer targeted solutions for the personal care and beauty needs of the vibrant, diverse world in which we now live," a company official stated recently.

Garcoa Labs has recently expanded distribution of its Just Hatched baby product line, billed as made without any of "the yucky stuff"--all the items are hypoallergenic and free of sulfates, parabens and phthalates. The brand plans to launch its Just Hatched 4 Mommies product line in 2014.

Consumers are looking for natural alternatives to over-the-counter drugs as well, including homeopathic remedies from such suppliers as Similasan Corp., Hyland's Inc. and Boiron USA.

People are also turning to nutritional supplements based on natural ingredients to treat or prevent health problems.

Sundita is appealing to some of those consumers with BluCetin, a 100% natural dietary supplement that the company says has been proven effective in human studies at protecting both the brain and liver from the negative effects of alcohol, including hangover symptoms.

The product features the active ingredient dihydromyricetin (DHM), which is extracted from the oriental raisin tree.

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Title Annotation:SPOTLIGHT
Publication:MMR
Date:Oct 7, 2013
Words:514
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