Approaching the green market : Swedish natural and organic cosmetic industry analysis.

The research in natural & organic cosmetics field is particularly scant, and especially in Sweden, no research has been done on the industry of natural & organic cosmetics. In consideration of the global eco-trend and also in order to overcome this research gap, this current thesis is focused on studying Swedish natural & organic cosmetics industry, which nowadays appears to be competitive and challenging as never before. Sweden is one of the most environmentally conscious countries where the consumption of cosmetics reached 15 billion SEK in 2011. There are number of companies and brands which categorize them as natural, and continuously look for ways to attract new and keep existing customers. The increased consumer demand for natural & organic products can be observed, consumer awareness coupled with willingness to purchase products that fit their principles and values, as well as consumer price-sensitivity as a result of global recession and their pursuit of making the best value of money. The requirement of natural beauty products are increasing and are available on environmentally-conscious Swedish market. The motivation behind this study is to enhance understanding about the natural & organic cosmetics industry in Sweden, and take a deeper look by over viewing some companies which are presented on this market. Understanding the industry structure is particularly important. Modified Porter’s five forces model has been used in this thesis in order to make the industry analysis