This year’s BIOFACH held in Nuremberg 12-14 February 2015, was also a success for the natural and organic cosmetics industry at its showcase VIVANESS, the International Trade Fair for Natural Personal Care. In an area of over 5,000 m2 the sister event gathered during its 9th edition 203 exhibitors from 30 countries, 66% from outside Germany. That is about 6% more exhibitors compared to last year and an increase of 4% in terms of the space they covered. France, Italy, Austria and Belgium were the countries with more exhibitors after Germany. There were 149 new products on display at the Novelty Stand this year.

Lenz Natural Cosmetics, a private label line developed by wholesale distributor Die Regionalen for organic specialist retailers in Germany won the Best New Product Award. Besides the Awards, the trade fair’s highlights included the communication platform meet + talk, which was part of the Vivaness Congress and Breeze, a special section for newcomers.

Jürgen Schmidt, general partner, Irish Organics, BioFairHandel said that the Breeze area works very well. “It offers small independent natural cosmetics companies a unique opportunity to initiate valuable relationships with cosmetics buyers from all over the world. We talked to lots of distributors and are now looking forward to seeing how post-exhibition business goes.”

Michael Pfister, managing director, pure green brands GmbH opted for a larger stand in 2015 and felt it was very popular. “We received high-quality visitors who spent an unbelievable amount of time familiarising themselves with our products and listening to advice from us. It was the best Vivaness for us since our first appearance in 2008.”

Philipp Galluske, head of sales at the Austrian firm Pure Green Group said Vivaness is a great venue to show the state of the natural cosmetics sector. “We are committed to use the best natural ingredients in our formulations, to develop practical packaging and merchandising options for projects under private label, such as hotels and pharmacies and most of all sourced locally, including the pristine Alps water. This is a fair that attracts buyers who appreciate these efforts”. Pure Green is introducing the line of toiletries Go & Home with eight distinct items in colourful 30 ml travel size packages that include hair & body wash, shave &conditioner, hand & body lotion, arnica gel for sore muscles (the firm caters to the active consumer), foot & leg cream, a styling gel, a cleansing emulsion and a toothpaste.

Gabriele Barnsteiner, export manager, Martina Gebhardt Naturkosmetik, Germany said that Vivaness 2015 simply went perfectly for them. “We met exactly the customers we wanted to reach and initiated a number of new relationships. All the visitors at our stand were high quality and we expect decent post-exhibition business. In our view, the Biofach and Vivaness exhibition duo is the most important get-together for the natural product industry. We will of course be there again in 2016.” A survey carried out by an independent institute showed that: 92% of the exhibitors at VIVANESS rated the overall success of their appearance positively, while 96% of the visitors were satisfied with the range of products on display. In addition, 94% of the exhibitors were able to reach their most important target groups, 91% established new business relations and 87% expected post-exhibition business to be good. And 91% of the visitors had a say in the purchasing decisions of their respective companies.

Vegan: Trend category introduced at ViVANESS

While consumption of vegan foods is growing in the US and Europe, increased demand for vegan beauty products, which are those produced without animal testing and with no animal ingredients, is also on the rise.

But natural and organic cosmetics are not the same as vegan cosmetics. Natural cosmetics contain mainly plant-based materials, but also substances of animal origin like bees wax and synthetic ingredients are not allowed. Therefore in some instances animal substances are incorporated as an alternative. With vegan cosmetics no substances of animal origin are used. However, synthetic ingredients are permitted providing that, in compliance with the criteria of the animal welfare associations, they have not been tested on animals. As a result vegan cosmetics are not always synonymous of natural cosmetics, although natural and organic cosmetics can certainly be vegan.

The natural and organic cosmetics market appears to be growing significantly, with sales estimated to be over 7% a year since 2013.

In Germany, a general survey conducted by naturkosmetik konzepte, GfK, IRI, IMS Health and BioVista shows that over EUR 1bn were generated from natural cosmetics in 2014, 10% more than in 2013.

In the UK, the Soil Association reported on February 24 in its 2015 Organic Market Report that overall sales of organic products increased by 4% in 2014, with sales for organic health and beauty products up 20% as organic sales returned to 2009 levels.

The next VIVANESS trade show parallel to BIOFACH takes place 10-13 February, 2016 in Nuremberg. For more information, look up: www.biofach.de