September 16, 2015
Recently here at Kari Gran, we commission a third-party national survey* to better understand the demand for green beauty products among American women, as well as their shopping and spending habits when it comes to all-natural offerings. We intend for our “Green Beauty Barometer” to become an annual survey in order to monitor changing consumer behaviors over time.
Anecdotally, and from our front row industry seat, we truly feel we’re on the cusp of a new era for beauty products, one in which consumers are highly conscious about what ingredients they put on their body and plan their purchases as such.
Conducted online within the United States by Harris Poll on our behalf from June 1-3, 2015 among 1,104 women ages 18 and older, our survey results reflected this all-natural movement in three key areas:
- Using all-natural beauty products proved important to women, with skin care earning the top spot as the category women felt strongest about
- A majority of women are actively reading beauty product labels prior to purchase, looking for ingredients that would deter them from purchasing
- Nearly 40% of women intend to buy more all-natural products in the next two years compared to what they currently do
Taking a closer look (and for an even more in depth look, visit Green Beauty):
Is All-Natural Important? Yes!
Among various beauty product categories, we asked women if it was important for them to purchase products that are all-natural. Skin care came out on top (yee-haw!), with 54% of women claiming it is important for them to make all-natural product purchases when it comes to tending to their skin.
Nearly 6 in 10 Women Read Labels
As we shift toward healthier, cleaner food consumption in the U.S., women are seemingly becoming more conscious of the ingredients in their favorite beauty products. Our survey shows 59% of women read beauty product labels prior to making a purchase.
We love to see this high stat – given beauty products are unregulated by the FDA, we’ve long preached “buyer beware” and the importance of knowing exactly what you’re putting on to your body. Keep in mind, products you put on your skin are also absorbed into your body, right into your bloodstream.
Among specific age groups, here’s who is hip to label reading:
The Most (un)Wanted Ingredients
When asked which ingredients they look for on labels that would deter purchase, sulfates was the most watched for, with 29% of women looking to avoid that ingredient. Parabens came in next with 22% of women keeping an eye out for these banned-in-Europe chemicals.
Among all women, 39% plan to purchase more all-natural beauty products in the next two years compared to what they currently do. One in two Millennials (women ages 18-34) say they will, followed by 44% of women aged 35-44, 34% aged 55-64, 31% aged 45-54 and 30% aged 65+.
Geographically, the West Region is forging the greenest path to purchase, with 47% of women planning to increase their all-natural beauty product spend.
Green Growth Purchase by Categories
Among specific beauty product categories, 29% of women say they will purchase more all-natural beauty products in the next two years. This is followed closely by all-natural fragrance and all-natural nail care products, at 26% each.
When it comes to beauty product retailers, women are most disappointed in the volume of all-natural beauty products found in department stores. Of those who purchase beauty products in department stores, 17% say they are “not very” or “not at all” satisfied by the volume of all-natural beauty products found there. This is compared to 14% of beauty product shoppers in specialty drug and grocery stores, 13% in mass market drugstores and 8% of shoppers in specialty cosmetic retailers.
In separate but related news, in an unscientific, anecdotally-based survey conducted today among unsuspecting Kari Gran shoppers, 100% of them said loved, loved, loved their purchase.
Until next time, keep it green.
-Kari & Team
*The “Green Beauty Barometer” survey was conducted online within the United States by Harris Poll on behalf of Kari Gran from June 1-3, 2015 among 1,104 women ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact firstname.lastname@example.org.