Consumers, especially young adults who are more environmentally sensitive than past generations, are increasingly looking for green products. A number of green certificates are now used by brands to create a positive image for probiotic green products by focusing on the environmental benefits of these ingredients.

Greenwashing
Due to the success of the natural trend, it is no surprise that many brands wish to board the boat, but sometimes with products claiming “green” without really being it in its organic definition.

What are the opportunities today?

There is room for all kind of brands and positioning. From high-end 100% organic products to products claiming natural or organic ingredients and/or fragrances.

Want to know more? Ask your sales representative for this exclusive market study by Iberchem

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