Concern about synthetic chemicals growing in UK

LONDON – Growing consumer concerns about synthetic chemicals in cosmetics & toiletries is driving growth in the natural & organic personal care products market in the UK, according to a new report by Organic Monitor.

According to the Consumer Insights report, the major trigger for consumers to switch to natural & organic products is health concerns.  The majority of UK buyers (90%) said “avoidance of synthetic chemicals” was important or very important to them. When asked to name specific  chemicals  they  look  to  avoid,  almost  two-thirds  of  buyers  stated  parabens.

Certification is also becoming more important to consumers, with 43% stating they look for symbols & logos on personal care products. The Soil Association logo is the most associated with certified products, with almost 30% of buyers looking for the SA logo. Highlighting the confusion about natural / organic terms and certification, however, 21% of buyers said they look for the Fairtrade symbol. The Fairtrade symbol represents the presence of certified Fairtrade ingredients, but it does not represent certified finished products. 

All  consumers  surveyed  said  they  are  willing  to  pay  extra  for  certified  products, with 72%, stating they would pay up to 20% more for certified products. Just 12% of buyers would be willing to pay a premium (above 30%).

Changes in buyer behavior

The  2nd  edition  of  this  Consumer  Insights  study  was  produced  by  doing  personal interviews with buyers of natural & organic personal care products in the UK. The research showed changes in buyer behavior since 2007. 

Compared to the previous study in 2007, awareness of synthetic chemicals has increased significantly. For instance, the survey showed 19% of buyers wished to avoid phthalates and lanolin, compared to just 3% in 2007.  Awareness of certification was meanwhile up from 33% in 2007.

Compared to 2007, when a quarter of consumers said they heard about  such products from “word of mouth”, the Internet is now the prime source of information on natural & organic personal care products, overtaking friends and family.  Digital communications are having a major influence on consumers, the current study found, and 35% now get information from hand-held devices, mobile phones and personal computers. 

As well as detailed information on consumer behavior, recommendations are given to brand owners and retailers. Brands are encouraged to focus on product labelling and marketing communications to educate consumers. Social media is encouraged, especially because of its growing prominence. 

Consumer  behavior  is  a  focal  theme  of  the  upcoming  Sustainable  Cosmetics  Summit organized by Organic Monitor, taking place November 24-26 in Paris. Key findings of this new research study will be presented for the first time at the summit.