Ninety per cent of UK consumers deem the avoidance of synthetic ingredients as being ‘important’ when explaining why they buy natural and organic beauty products, according to a recent survey by Organic Monitor on Consumer Insights into Buying Behaviour.
The findings – from a poll of 100 consumers conducted over a period of three months – were presented by director of Organic Monitor, Amarjit Sahota during a seminar at the recent Natural Beauty & Spa show at London’s ExCel.
Parabens were cited by 63 per cent of those polled as the top ingredient that they actively avoid in their skincare and cosmetics, closely followed by SLS with 32 per cent, while health factors were found to be the main purchasing trigger.
However, when looking at the consumer base of natural and organic beauty Sahota said it remains relatively small, accounting for around 2% of total beauty sales.
Despite the high media profile natural and organic beauty products enjoy, they account for just two per cent of overall beauty sales in the UK, says Organic Monitor. The company warns that the sector currently risks experiencing the “green glass ceiling” effect.
“In order to reach a larger market share natural and organic beauty brands and retailers need to rise above the dark green consumers, and find ways to go mainstream,” Sahota said.
The production of private label products offered one potential route to achieving this for multiple retailers thanks to their more competitive pricing options, while smaller retailers and brands were advised to “go beyond the ‘natural’ value” when marketing products – instead, promoting premium quality, unique ingredients and efficacy to appeal to lighter green consumers.
Julia Brandon
