Wednesday, November 19, 2014Consumers

Natural and organic cosmetics: what about the consumers' expectations?

© Thinkstock/L'Observatoire des Cosmétiques

Recently a new research study was completed, highlighting what consumers expect from natural and organic cosmetics, what drives their purchasing decisions, and what they understand about the products. The research was commissioned by NaTrue, the International Natural & Organic Cosmetics Association, and the results were recently presented at a conference on 5 November 2014 at the European Parliament.

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Julie Tyrrell, Director at NaTrue, introduces this study, stating that ‘As the terms ‘natural’ and ‘organic’ for cosmetics remain without a regulatory definition to date, private standards exist. But what about consumers and their expectations? In order to find an answer to this fundamental question, NaTrue decided to carry out an independent consumer enquiry.’

The research was undertaken by the GfK Group, one of the most established market research organisations in the world. Research was both qualitative and quantitative, with two small focus groups interviewed in-depth in phase one, and a larger study of over 900 women who were surveyed online during phase two. The women, aged 25-65, came from a range of European countries - France, Italy, Germany, Sweden, Poland and the UK. Households represented a good cross section of society: families, single parents with children, couples without children - with a wide range of educational and professional backgrounds - from students and unemployed through to full time or part time employees, self-employed and retired people, and homemakers.

First, the research flagged up that 75% of women are aware that there is a difference between natural and organic ingredients but less than a third of women interviewed in the …

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