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Trends and Insights from Naturally Good 2022

Trends and insights from Naturally Good 2022

Naturally Good is the largest event for natural products in the southern hemisphere. The coming together of so many brands, retailers and industry influencers under one roof is a powerful way to highlight the shape and future of our industry.

At Unique Health Products, we keep our finger on the pulse of the latest trends and products, both locally and globally. It’s exciting for us to be part of the conversation at Naturally Good to affirm our insights and share them with our retailers and suppliers.

If you weren’t able to attend Naturally Good this year, there are three key trends that are shaping industry and consumer behaviour in 2022.

The power of purpose

The founder of Ethique, Briane West, presented at Naturally Good on the topic of purpose. Ethique is a purpose-driven brand with strong values grounded in ethical business principles.

Briane spoke about the importance of transparency in their journey towards becoming a regenerative business. She shared how they have used purpose to drive profits and make a meaningful difference. This includes issues such as reducing plastic waste, ethical trade and donating 2% of Ethique profits to charities.

Ethique is a leader in running a purpose-driven brand. And this is increasingly what consumers are looking for as they connect with the brands they purchase. While cost factors are still relevant to today’s consumer, so too is the story behind the brand and the difference they’re making on the issues that matter most to them. 

Unique Health Products at Naturally Good 2022

Functional ingredients

Looking across the last two years, grocery trade has increased. Within this growth, health products have outpaced other categories significantly.1

With the shift towards holistic health and wellbeing, iRi Insights reports that consumers are exploring more functional ingredients to target wellbeing concerns.2 

There is a trend towards established ingredients such as ashwagandha, ginseng and MCT oil that may have functional properties. But consumers are also open to trialling new or emerging ingredients such as butterfly pea flower.


The sustainability trend isn’t anything new. But new insights are showing that consumers are shifting.

Packaging is front of mind for consumers when considering sustainability. Out of the top 10 product-related sustainability concerns, packaging takes out four of the five top spots. Specifically consumers are concerned about if the packaging is recycled/recyclable, reusable, biodegradable or compostable.3

The reusables category is another that has seen incredible growth. For example, 118,648 new households are now purchasing bamboo toothbrushes with 39.7% growth in a 12 month period.4 The same can be said for reusable period products with 26% growth in a single year.5

iRi Insights also reports that sales of household cleaners with environmental claims have grown 4.5 times faster than mainstream alternatives.6 The sustainability shift is a significant driver of consumer purchasing behaviour.

Trends and insights from Naturally Good 2022

Stay ahead of the trends

At Unique Health Products, we’re always a step ahead of the trends to bring you the brands and products that your customers are searching for. We distribute hundreds of brands and more than 4,000 natural, eco-friendly, plant-based, organic and free-from products. You can shop online with us 24/7 here, or call our friendly sales team on 1800 787 904. If you don’t have a wholesale account with us yet, you can register for one here.


1. IRI MarketEdge Grocery Weighted, MAT 22/02/2022

2. IRI MarketEdge Grocery Weighted, MAT 06/03/22

3. IRI Shopper Panel Survey March 2021

4. IRI Shopper Panel MAT to 20/06/21

5. IRI MarketEdge Weighted Grocery Scan to 22/02/22

6. IRI MarketEdgeWeightedGroceryScan, MAT to 04/07/2021