The study, which was completed in April 2010, looked at key product segments, consumer profiles, purchasing factors and trust to determine what makes the category tick and to get a better idea of how it is shaping up.
The study itself closely followed the consumer habits of 19 US-based females between the age of 35 – 45 to discover purchasing factors and the perception of organic and natural cosmetics.
Do natural cosmetic products have kudos?
Likewise, the objective was also to discover how in-store positioning, packaging and product labels influence purchases, while also getting an idea of the level of trust relating to brands, ingredients and certification.
The survey results were interesting, and serve to dispel some of the good intentions that consumers were believed to have when they make natural and organic personal care purchases.
In particular the issue of product safety did not seem to rate as high as might be expected. The survey showed that consumers place less importance on organic cosmetics than organic food, for example.
No real consensus on certification
Likewise, there was no real consensus on a central body or certification for cosmetics that related to safety. In fact, above all else, it seems that vanity prevails and it is results that really matter, the survey revealed.
Meanwhile, on the issue of ingredients, the consumers surveyed appeared to have a clearer picture of potentially harmful ingredients, rather than being well informed about ‘good’ ingredients.
More than anything, the survey revealed that consumer’s references for products in this category were related to brands and their perceptions of whether or not they were credible or had good reputations.
Names like Aveda and Burt's Bees are winners
In the naturals and organic category, this means that brands such as Aveda, Burt’s Bees, Dr. Hauschka and Kiss my Face are all commanding the most prominent shelf space and are also the brands with the best connection to the natural and organic movement.
On the subject of certification, the USDA Organic Label proved to have a better connection with food products for the survey respondents, but likewise, they also confirmed that certified organic classification still has credibly, although for cosmetics, the researchers did comment that consumers appear to still need more education.
Ultimately, the survey results showed that consumers’ purchasing patterns in the naturals personal category are influenced to some extent by ingredients awareness, but the main priority is to find an effective product.