Survey highlights consumer confusion over organic labelling

The findings fly against opinion that personal care consumers are becoming increasingly sophisticated, particularly in their search for the purest and most natural products. In the pursuit of this goal consumers industry experts have been pointing to the fact that consumers seem to be paying more attention to personal care labels, carefully studying them to track down the products with the best ingredients. But according to the Spiezia Organics survey, that does not seem to be the case. Survey shows even eco-savvy consumers are clueless​ In a survey that quizzed 100 of its customers, the company said the results showed even the most eco-savvy consumers were unable to differentiate between pure, natural and organic products. Indeed, the results showed that 'their understanding of how to read the constituent ingredients was scarily off the mark'. What makes the survey findings even more surprising is the fact that those individuals questioned in the survey claimed to be committed to organic foodstuffs and cosmetics and consequently read labels often. In fact the survey showed that 87 per cent regularly bought organic foodstuffs and 53 per cent said they read labels. More than half unaware of how labels work​ But despite this over half of those asked said that they were unaware that ingredients in skin care products are always listed in order of percentage volume. Likewise 49 per cent said that products labelled as pure, organic or natural meant that they contained no chemicals, while 11 per cent were not sure what such statements indicated. A further 39 per cent did not know that a skin care product labelled as natural need only contain 2 per cent natural ingredients. The definition of organic seemed to be equally confused, with 71 per cent believing that such a label meant that the product contained no chemicals, despite the fact that European regulations determine that only 70 per cent of the ingredients need be organic, while the rest can be synthetic ingredients. Following the findings of the study, the company says it is committed to actively encourage the introduction of clearer legislation and guidelines for consumers. "All consumer producers, whether they are organic or not, have to obide by the current EEC​ legislation which clearly states that no harm must arise as a result of any chemical used in skin care products,"​ said Amanda Barlow, managing director of Spiezia Orgranics. "We realise we have a responsibility to take a bigger step to protect consumer and that is why we are working with other like minded companies to lobby Government to set skin care industry standards and guidelines,"​ she added.