ParfumPlus Arabia

P A R F U M P L U S 28 • The US retail market for natural essences used for aromatherapy is about $4 billion currently, with two large retail companies holding a 75% market share. The other 25% is divided between other large retailers, such as Amazon and Ebay, natural food stores, and aromatherapists selling high-value natural essences with less than 5% of the market. As other industries have already proven, such as sustainable, brewed coffee (Starbucks) or wine, the high end is where the greatest opportunities are. Opportunities, however, do not happen automatically, and three factors must be considered before those companies marketing natural essences can truly benefit from these profound changes: HIGHEST STANDARDS To gain and keep consumer trust and confidence, those who plan for continued success selling natural essences must commit to having the highest standards possible. Adopting Sustainable Essential Oil Standards (SEOS) is one of the key catalysts propelling us forward towards this paradigm shift. HIGHEST QUALITY No consumer should expect superior performance from natural essences that are not superior products to begin with. Sourcing and purchasing of high-value, sustainable raw materials should be the primary goal of every natural perfumer and natural aromatherapist in achieving future market successes. HIGHEST UNDERSTANDING The quote by Eric Hoffer above highlights the importance of developing superior knowledge and understanding of post-pandemic markets, rather than depending on pre-pandemic market strategies and previous consumer purchasing behaviors that no longer exist. This need for the highest levels of understanding should encourage everyone selling or wishing to sell natural essences to develop market- effective, consumer-centric expertise by re-educating themselves with up-to-date market information.