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Consumer Insights: Natural & Organic Personal Care Products in the UK
Organic Monitor, Jan 2008, Pages: 53
This report is the first-ever study into consumer behaviour towards natural & organic personal care products in the UK. It was prepared by conducting personal interviews with buyers to get insights into consumer attitudes, preferences and expectations of natural & organic personal care products. The report provides detailed insights into consumer behaviour as well as marketing recommendations to new entrants, producers and retailers.
Product Categories:
Skin care products: facial care, body care, sun care products, etc.
Hair care products: shampoos, conditioners, hair colours, etc.
Oral care products: toothpaste, mouthwash, etc.
Cosmetics: mascara, lipstick, foundations, etc.
Other products: feminine hygiene products, deodorants, etc.
Key Questions Answered:
This Consumer Insights report provides answers to the following questions:
- What are consumer attitudes towards natural & organic personal care products?
- What are the reasons for consumers to buy these products?
- What are the initial triggers?
- What are the information sources for consumers buying these products?
- What specific chemicals do consumers look to avoid?
- How important are standards and certified products to consumers?
- How much more are consumers willing to pay for certified products?
- Where do consumers buy these products?
- What are the shopping preferences?
- What natural personal care brands do consumers buy in each category?
- Who buys natural personal care products?
- What are the socio-demographics in terms of age groups, education levels, social bands, etc.?
Research Highlights:
Selected findings from this first-ever study into consumer behaviour towards natural & organic personal care products in the UK:
- Consumers’ concern about synthetic chemicals in cosmetics is the major driver of growth in the natural personal care market, with 89% of buyers stating this was important of very important. Just 4% stated it was not important.
- Health factors and environmental considerations are the primary motives for the majority of buyers. The presence of natural & organic ingredients is the main reason for a further 17% of purchases.
- Parabens are the synthetic chemicals that cause most concern, with a third of consumers stating that they try to avoid parabens in personal care products.
- Certification is not very important to buyers. Just 35% of consumers look for symbols and logos. About half of those who do, look for the Soil Association symbol.
- Certified products are gaining popularity, with 79% of consumers stating they would be willing to pay extra for certified products.
- Although most purchases are by seasoned shoppers who have been buying natural personal care products for over 2 years, most new consumers are from the younger age groups.
How You Will Benefit From This Report:
Since this report provides detailed consumer insights into natural & organic personal care products, it is an invaluable resource to executives / organisations looking to make marketing decisions.
This report is an important tool to companies in the natural & organic personal care products market, as well as those looking to enter this emerging market. It provides detailed insights into consumer attitudes, expectations and motives towards these products. The report gives a thorough understanding of consumer behaviour, enabling companies & retailers to develop marketing programmes, distribution strategies and position products.
The report is useful for:
- CEOs and senior managers to ensure that new / existing products are correctly marketed and meet consumer expectations
- Marketing managers & executives to identify consumers needs, wants, preferences and expectations. Such information can enable successful marketing programmes and promotional activities to be developed that meet consumer hot spots.
- Business development executives to understand the market and identify opportunities for new / existing products
- Advertising & marketing agencies working on advertising and promotional campaigns. It can help reach consumer hot spots by developing targeted and effective marketing communications.
- Research & development executives to develop / formulate new products based on consumers’ expectations of ‘chemically-clean’ products, synthetic chemical ingredients, natural & organic ingredients, standards, certification, etc.
- Information and research centre librarians by providing detailed consumer insights into natural & organic personal care products.
Please note, the lead time for delivery of hard copies is 5 days.
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