Despite Economic Woes, Consumers Still 'Trading Up' to Organic

The natural personal care industry is growing five times faster than regular personal care products, according to the Natural Products Association. Consumers are increasingly driven by concern about the environment and a desire for healthy products free of synthetic ingredients, the AP reports.

But five times? That's incredible.

Here's another figure for you: three-quarters of 2007 sales in the category came from natural grocery stores, says the Organic Trade Association. Though drug stores and mass merchandise chains are adding more natural products to their mix, the survey found.

And people - stuck in economic gloom - are looking for little indulgences as they shop for necessities like lotion and shampoo, making natural items a perfect fit as a "poster child for consumers trading up," says a managing partner for San Francisco Equity Partners, which poured $14 million into the Yes To Carrots brand now found in both Walgreens and Target.