the survey

the survey

THIRD ANNUAL SURVEY SHOWS HIGH DEMAND FOR ALL-NATURAL OPTIONS

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.
  • Skin care and hair care are the most in demand, with more women who use skin care, 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.

the survey purpose

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 KGMedia@kiterocket.com.

Findings

  • 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?

Download the Report

at a glance findings

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 KGMedia@kiterocket.com.

PRODUCT DEMAND BY CATEGORY

AMONG WOMEN WHO USE PRODUCTS IN THE LISTED CATEGORIES, SKIN CARE AND HAIR CARE HAD THE HIGHEST PERCENTAGE OF WOMEN WHO CLAIMED PURCHASING ALL NATURAL PRODUCTS WAS IMPORTANT TO THEM.

FRAGRANCE, NAIL CARE AND SUNSCREEN SAW A FOUR PERCENTAGE POINT INCREASE OVER THE LAST YEAR.

PRODUCT DEMAND BY AGE

WHILE THREE IN FOUR MILLENNIAL WOMEN (AGES 18-34) SAY PURCHASING GREEN BEAUTY PRODUCTS IS IMPORTANT TO THEM, THIS YEAR’S SURVEY SAW NOTABLE GAINS AMONG WOMEN AGED 35-44 AND 45-54, WITH AN INCREASE OF 10 AND 11 PERCENTAGE POINTS OVER LAST YEAR IN EACH OF THOSE RESPECTIVE AGE CATEGORIES.

Product Demand by Region

ACROSS ALL BEAUTY CATEGORIES*, 73% OF WOMEN LIVING IN THE WESTERN U.S. SAY PURCHASING ALL-NATURAL BEAUTY PRODUCTS IS IMPORTANT TO THEM.

Among women who use these specific beauty categories, the percentage who say opting green is important.

Across all beauty categories, percent of all women who say opting green is important, by regions (West, Midwest, South and Northeast).

Category Sales Growth

Across all beauty categories in the survey, the total percentage of women who will only purchase or intend to purchase more all-natural products in the next two years, compared to what they do now, scored in the double digits.

All-natural purchase growth by region, among women who will only purchase or purchase more (West, Midwest, Northeast and south)

Reading Labels: It Matters

MORE THAN HALF OF ALL WOMEN (61%) AND MORE THAN 2-IN-3 MILLENNIALS, AGES 18-34, (68%) READY BEAUTY PRODUCT INGREDIENT LABELS PRIOR TO MAKING A PURCHASE.

Percentage of Women Who Read Labels, by Region (West, Midwest, Northeast & South)
Percentage of Women Who Read Labels, by Region (West, Midwest, Northeast & South)

Chemical Concerns

Which ingredients do women watch out for when reading beauty product labels?

SULFATES CONTINUE TO BE THE INGREDIENT MOST WOMEN AVOID, FOLLOWED BY PARABENS.

MORE THAN THREE IN TEN WOMEN WILL NOT PURCHASE A BEAUTY PRODUCT IF IT CONTAINS SULFATES.

INGREDIENT AVOIDANCE BY AGE

By age group, the following ingredients would prevent women from A PRODUCT WHEN READING BEAUTY PRODUCT INGREDIENT LABELS.

RETAIL SHORTFALLS

By age group, the following ingredients would prevent women from A PRODUCT WHEN READING BEAUTY PRODUCT INGREDIENT LABELS.