US consumers favour performance over natural and organic claims
Study highlights lack of knowledge about what natural and organic cosmetics contain
According to a report by market research firm Kairos Consumers, consumers in the US require more education about the benefits of organic and natural cosmetics to justify paying a premium price. The study, which comprised store audits and focus groups, found shoppers to place a greater emphasis on performance than the safety and wholesomeness associated with organic and natural products.
Consumers’ better understanding of conventional claims, combined with their familiarity with mainstream labels mean they tend to favour traditional brands over niche natural and organic products, says Kairos.
In addition, the report revealed that consumers buying organic and natural cosmetics had little knowledge about what constitutes an organic or natural product, although many cited safety and the absence of ‘negative’ ingredients as important areas of appeal.
“Cosmetic shoppers told us they believe cosmetics are deemed safe when they are free of ingredients they view as ‘bad’ such as parabens, dyes and chemicals. They also place a great importance on the brand’s reputation in the natural marketplace, making brand familiarity an important influencer of cosmetic decisions,” noted Betsy Hoag, co-founder of Kairos Consumers.
