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Innova is a global market insights provider with an international network of CPG specialists covering six continents.
Natural claims for personal care
Jul 2026
Innova Market Insights data indicates growth in natural claims, with 32% CAGR from April 2021 to March 2026 in product launches. This is underpinned by consumers increasingly seeking more natural ingredients when shopping for their beauty products. Skin care and hair care had the largest share of natural launches, while body care grew the fastest.
Sun care reinvented
Jun 2026
Innova Market Insights data shows that sun care launches are gaining momentum globally, with +13% growth from April 2021 to March 2026. This also aligns with consumers using more sun care. The market is dominated by sun protection products, but there is an increase in self-tanning and bronzing products.
Plant-based innovation trends
May 2026
Innova Market Insights data indicates a 14% average growth in plant-based claims for personal care launches from 2021 to 2025. Europe accounted for the largest share of launches, with hand, bath, and shower products leading the category. Shower products dominated, while massage oils are gaining traction.
Botanical flower power
Apr 2026
Innova Market Insights data indicates that in the past three years, there has been a 15% increase in growth for personal care launches with botanical/herbal claims. This aligns with consumers’ interest in products with botanical ingredients. Asia led these launches, while gotu kola extract launches show potential for innovation.
