Unlocking naturals
Shaziya Khan
It is curious, do you not think? In so many business discussions, far-thinking worthies have agreed that 'naturals' is big and naturals is here to stay, blah, blah. And in so many varied businesses – such as beverages, skin care, hair care, food products, lifestyle, leisure, fashion, travel destinations and even jewellery – there is growing evidence that consumers consider a natural or nature-based appeal to be highly inviting and motivating. And yet the size of 'natural' business in many categories remains niche.
That is curious.
It leads one to ask a few fundamental questions.
If,...