January 20, 2021

Nielsen Digs Deep Into What Matters to Natural Personal-Care Consumers

The demand for natural personal care has hit new heights, even in beauty. But what consumers care about when buying natural might surprise some marketers.
“Over half of U.S. shoppers, 53 percent, say that the absence of undesirable ingredients is more important than the inclusion of beneficial ones,” explained Andrew Mandzy, who leads Nielsen’s Health and Wellness Growth and Strategy Team.
It is mission critical to understand these shoppers because, Mandzy said, those segmented by consultancy firm NMI as having a lifestyle of health and sustainability grew from 16 percent in 2006 to 22 percent in 2016, a six-point increase in just 10 years.
“Shoppers are more aware of the products they purchase and are turning over packages not just to look at marketing claims, but also to assess the ingredients included in their products,” Mandzy said.
“While the personal-care department saw flat dollar growth compared to last year, ‘natural’ claims grew 9 percent in dollar growth. Personal- care products that include botanical extracts grew 6 percent in dollar sales, and products that are free from artificial colors grew 5 percent,” he elaborated. “When these products were paired with a ‘natural’ label claim, dollar growth was 13 percent and 11 percent, respectively.”
With interest in

Follow WWD on Twitter or become a fan on Facebook.

Read More…