Harris Poll finds strong consumer demand for natural beauty products

02-Nov-2016 - Last updated on 02-Nov-2016 at 12:56 GMT

Data gathered at the behest of Kari Gran, for the eco-luxe skin care and color cosmetics brand’s second annual Green Beauty Barometer Survey, indicates that millennial interest in naturals is huge and the mass market is falling short of consumer expectations.

Women will be buying natural beauty products for the foreseeable future – that’s what this year’s Green Beauty Barometer Survey shows, in a nutshell. According to the data, over 50% of women over 35 feel that when purchasing personal care and cosmetic products, green beauty is important. And among millennial women buying beauty, that figure jumps to 73%.

Where she spends

Across categories, women in every age group and from all over the US, will buy more natural beauty going forward, according to the survey. “Among all women, for the categories included in the survey, 35% plan to purchase more all-natural beauty products over the next two years than they currently do,” finds Kari Gran. Among millennial women, 48% plan to buy more naturals.

Skin care will see the biggest lift, shows the Green Beauty Barometer Survey. 34% of women intend to buy more all-natural skin care in the next two years. 32% will buy natural hair care. 26% color cosmetics or other makeup products. 24% will buy natural sun care. 17% natural fragrance. And, 17% nail care.

Those consumers who “will only purchase all-natural” beauty product in any category is in the single digits. For instance, 4% will only purchase all-natural fragrance over the next two years and 8% will only purchase all-natural skin care.

Missing the mark

The Green Beauty Barometer data indicates that there are natural beauty gaps at every level of the marketplace. Specialty beauty retailers are doing the best, with only 8% of women saying they are unsatisfied with the “all-natural product selection” in those stores.

The product assortment (in terms of all-natural options) in specialty drug / grocery stores disappoints 12% of women shopping for beauty. 13% of women shoppers were unsatisfied by department stores. And 14% by mass market retailers, like drug and grocery stores.