Consumers seem particularly concerned by chemical preservatives and surfactants according to a recent report from Organic Monitor.
Certification is valued by consumers, with many buyers willing to pay more for certified products, as the UK market for natural products goes increasingly mainstream.
Concern over chemical ingredients
According to the study 89 per cent of buyers of natural personal care products stated that avoiding synthetic chemicals was important or very important to them. Only 4 per cent stated that it was not important.
Concern over toxic chemicals in beauty products is becoming widespread and well publicised. A recent documentary aired on a major UK terrestrial TV channel (channel 4) 'How toxic are you?' explored the chemicals present in beauty products and how they may be damaging consumers health.
The most avoided chemicals were parabens, widely used in personal care products as cheap, effective preservatives, according to the market research company.
Concerns surround the chemicals as some studies have linked them to endocrine system damage and certain cancers. As a result increasing numbers of paraben free products are arriving on the market.
In addition, consumer concerns surrounded two common surfactants, Sodium Lauryl Sulphate and Sodium Laureth Sulphate that according to some studies may leave skin irritated and dry, perhaps exacerbating conditions such as eczema.
Conversely, although one of the major drivers behind purchasing natural products is the absence of certain chemical ingredients, the presence of natural and organic ingredients appears to be less important. Only 17 per cent of buyers said this was the main reason for purchasing natural personal care products.
Valuing certification
A vast majority of buyers (79 per cent) said they would be willing to pay extra for certified products, according to the study, reflecting the significant marketing opportunity certification represents for manufacturers.
Contrastingly, only 35 per cent of consumers said they looked at certification symbols and logos when buying natural products.
Amongst the British consumers who do look at logos the Soil Association seems to do well, with over half of buyers concerned with logos looking for Soil Association's symbol.
Mainstreaming of the UK market
The UK market for natural products is one of the strongest in Europe, with natural products becoming increasingly available and acceptable.
According to the report, most purchases are being made by consumers already well versed in the naturals trend who have bought similar products for over two years.
Furthermore, although the typical buyer is middle aged and female, Organic Monitor says that new consumers are from younger age groups.
The mainstreaming of the market can be seen in the patterns of product distribution with natural and organic products appearing in an ever-widening range of outlets including department stores, pharmacies, spas, hotels and supermarkets.
In particular the leading supermarkets in the UK are not only marketing natural and organic cosmetics, but many of them have released their own private labels.
