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THE GREEN BAROMETER SURVEY

third annual survey shows high demand for all-natural options

We at Kari Gran conducted our third annual “Green Beauty Barometer” survey among American women to measure their attitudes and purchase behaviors toward all-natural beauty products.

TOP FINDINGS

More than 6 in 10 women now read beauty product labels prior to purchase.

Women 35-54 are increasing going green; 69% of women in this age group say purchasing natural products is important to them, an increase of 10 percentage points over last year.

37% of women plan to purchase more green beauty products over the next two years, compared to what they currently do.

Women living in the Western U.S. are driving the green beauty demand; nearly 3 in 4 say purchasing all-natural beauty products is important to them.

Skincare and hair care are the most in demand, with more women who use skincare, hair care, makeup, sunscreen, fragrance and nail care claiming it is important that they purchase all-natural skin care and hair care products.

Some women are unsatisfied with the green beauty selection at the retailers where they purchase beauty products.

Survey Purpose

Do women intend to spend more on all-natural (green) beauty products in the next two years?
Which beauty product categories are most important to women when it comes to being green?
Which geographic and age groups see the most value in green beauty products?
Do women read beauty labels prior to purchase and which chemicals are they trying to avoid?
What socio-economic factors make a woman more likely to value green beauty products?
How satisfied are women by all-natural beauty product selection in retail channels?

Methodology

The Green Beauty Barometer was conducted online within the United States by Harris Poll on behalf of Kari Gran from Sept. 6-8, 2017 among 1,293 U.S. women age 18 and older and from Aug. 9-11, 2016 among 1,126 U.S. women age 18 and older. These online surveys are not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, contact PR@karigran.com.