December 2007, 53 pages, 
EUR 749, 

Consumers Going Natural to Avoid Synthetic Chemicals.   
High growth in the UK natural personal care products market is primarily driven by consumers’ concerns about synthetic chemicals in cosmetics & toiletries. This first-ever study into consumer behaviour towards natural personal care products finds that 89% of buyers stated avoiding synthetic chemicals was important or very important to them. Just 4% stated it was not important.

Parabens were identified as the synthetic chemicals that cause most concern. A third of consumers stated they try to avoid parabens in personal care products. Sodium Lauryl Sulphate and Sodium Laureth Sulphate were the second most mentioned synthetic chemicals. Consumers are turning to natural & organic products because of the health risks associated with such chemicals.

A major finding is that certification is not important to most buyers. Just 35% of consumers stated that they look for symbols & logos when buying natural personal care products. About half of those who do, look for the Soil Association symbol. Interestingly, 79% said they would be willing to pay extra for certified products, however relatively few would consider paying a price premium of over 30%.

This Consumer Insights report was prepared by interviewing buyers of natural personal care products in the UK. Personal interviews were conducted to get an insight into consumer attitudes, preferences and expectations of natural personal care products. Profiles of the leading consumer groups are provided. 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.

As well as detailed insights into consumer behaviour, marketing recommendations are given to new entrants, producers and retailers. Information plays an important role in influencing consumers to buy natural personal care products; companies are advised to undertake marketing initiatives to raise awareness of their products.

Related Insights: Europe: Investors Targeting Natural Cosmetics Market

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