I attended the Natural Products Expo West last week in Anaheim, California. This is the preeminent trade show for everything “natural,” especially personal care products. Other trade shows are gaining in popularity, such as Ex-Tracts in New York City (held next on April 8th at the Javitz Center), but none pull the plethora of national buyers, private investors, and budding entrepreneurs that walk the aisles searching for "the next big thing!"
Everywhere I looked in the personal care products area, Expo attendees had products in their hands. Everyone was reading ingredient listings. I make no claims to be a seasoned trade show attendee, but this was not what I expected to see. Do “buyers” really care about what’s "inside" the products they buy? As I learned directly from the horses mouth, quite a few do, and most base their purchasing decisions, to some degree, on ingredients.
Ingredients were the hot topic in Anaheim. Why? Consumers are increasingly aware of harsh ingredients and potential toxins in products that we use in our everyday life. The national buyers are obviously doing their research. “Problematic” ingredients are listed on the labels of 99% of products on the shelves today. One Exhibitor posted a sign that read “We’re in the process of going paraben-free!” I thought to myself, “in the process…” what kind of marketing pitch is that? It’s the direct kind, and in an environment where customers (corporate buyers) want simple and clear answers, I thought it was a great strategy (too bad more companies didn't have this mindset).
I listened to manufacturers defend the safety of their products, often citing clinical research papers that claim consumer concerns are “unfounded.” One manufacturer kept repeating that the FDA classifies the ingredients in his products as "GRAS" (Generally Regarded as Safe). No, this is no joke, the classification actually exists. One manufacturer handed me a photocopied article about the dangers of grapefruit seed extract, commonly used in natural preservative systems. After dozens of conversations with buyers, sellers, (and a few oddballs that walked around with their badges hidden), I came away thinking that everyone at the Expo really would benefit from an open, honest, and straightforward dialog about ingredients (not to mention some federal oversight of this industry that currently has none).
Manufacturers beware! It doesn’t matter whether your ingredients are dangerous. Consumers are concerned. Consumers are seeking information on specific ingredients. Consumers believe that they may be at risk, especially women. Although manufacturers defended their products, most admitted to me that they had been spending heavily on the development of natural preservative systems for years (paraben-free systems). Manufacturers are spending precious R&D money on the development of natural preservative systems, yet most claim that parabens aren't proven to be harmful? Hmm...
I overheard the following comments as I walked the aisles of Natural Products Expo West:
“Most chemicals in products at this show have not been tested for minimal toxicity”, “Parabens accumulate in the body”, “The verdict is still out on most of these ingredients”
Everyone is confused. More information is needed. More research is needed. At the end of the day, if ingredients are suspect, why mess with them at all? Manufacturers contend that natural preservative systems are exceedingly difficult to create, especially for products that contain water (water is highly susceptible to bacteria).
It’s a dilemma, yes, but is the verdict really still out??
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