Consumers in conflict when it comes to natural C&T products
A new report from Datamonitor suggests consumer concern over efficacy of natural ingredients
While more than half of global consumers (52%) believe that natural ingredients are better for them, a new study by Datamonitor has revealed, there is still concern that natural ingredients are not as effective as synthetic ones.
Of the people that were surveyed, 44% neither agreed nor disagreed when asked whether products formulated with natural ingredients were as effective as non-natural products which would suggest that marketers still have some way to go to convince them.
The report did show however that many consumers believe that synthetic ingredients, such as phthalates, parabens and triclosans, can irritate their skin and seem to be increasingly looking for natural alternatives.
Matthew Jones, consumer trends analyst at Datamonitor, comments: “Shoppers will not be prepared to sacrifice performance benefits when it comes to personal care, particularly as many are looking to minimise the time spent on grooming.”