Target Set to Introduce Natural Care Product Lines

Target Set to Introduce Natural Care Product Lines

Target will introduce nine organic and natural care product lines in a bid to tap an emerging market with loads of potential.

The retailer plans to stock up to 8 feet of organic and natural care items at its nearly 1,600 stores, according to Women's Wear Daily. The product lines include Dr. Bronner's, Burt’s Bees, Avalon Organics, Juice Organics, Giovanni, Weleda, Alba, Jason Naturals and Kiss My Face.

The move follows successful test runs of natural beauty products by CVS, Wal-Mart and Walgreens. It’s a burgeoning industry whose sales topped $177 million in the 12 months that ended Dec. 1, according to SPINS, a market research and consulting firm.

"Penetration of natural personal care has doubled in the last five years, and it is going to double in the next five years," said Mike Indursky, the chief marketing and strategic officer of Burt’s Bees. "It is really about getting more people into the fold. There is going to be a long future period of growth for this category and Burt's Bees in particular is driving it."