‘Organic’ and ‘natural’ claims trigger consumer confusion
New research finds that companies need to be wary of claiming to be more sustainable and natural than they really are
Success in the organic cosmetics market will not come without integrity, says Euromonitor analyst Johanna Kolkersi-Bezerra, who added that companies need to be wary of ‘greenwashing’ and claiming to be more sustainable and natural than they really are.
Even the difference between organic and natural can cause confusion for the customer, she adds. For instance, in a French hypermarket, a shower gel positioned as ‘organic’ can cost twice the price per litre of a shower gel positioned as ‘natural’.
“In order to satisfy consumers’ greener expectations, manufacturers do not hesitate to integrate a more environmental dimension into their strategy,” says Kolkersi-Bezerra. She says this helps them to stay ahead of the game, but in the age of the internet, where customers can swap information freely, there is a danger in claiming to be more sustainable or more natural than is really the case. “This leads to lack of trust by consumers,” she says. “Transparency and brand consistency are vital to gain consumers’ trust.”