A new report by Organic Monitor has revealed that growing consumer concerns about synthetic chemcials in cosmetics and toiletries is driving growth in the natural and organic market.
The Consumer Insights report revealed the major trigger for consumers to switch is health concerns; 90% of UK buyers of natural & organic personal care products said avoidance of synthetic chemicals was important or very important to them, while almost two-thirds of buyers stated that they look to avoid parabens when buying products.
Consumer awareness of synthetic chemicals has increased significantly since 2007 when a previous survey revealed just 3% of buyers wanted to avoid phthalates and lanolin. Today 19% of buyers wish to avoid these substances.
Finally, certification is also a key consideration for consumers, with 43% saying they look for symbols and logos on products, up from 33% in 2007. All consumers surveyed said they were willing to pay extra for certified products, with 72% stating they would pay up to 20% more.
