We tell you that naturalness and sustainability are gaining strength as the main motivating factors for purchasing personal care products, according to the study 'Natural & Sustainability segmentation', conducted by Beiersdorf worldwide for its brand Nivea.
When it comes to buying these products, naturalness has become the second most valued characteristic by consumers, behind only efficacy. In order, the most important properties would be:
efficacy (35%), naturalness (27%), and affordability (16%). According to the sample conducted in 16 countries around the world, the main reasons for using natural products are:
healthy for my skin (15.1%), free of parabens, silicones and colorants (14%), better for my skin (12.6%), safer for me (10.7%), does not cause allergies (10%), more effective (9%), and higher quality (8.2%).
Preferred categories
Finally, the report reveals that the natural product categories with the most purchases globally were: hair care, body cleansing, and hand care.
Source: Inforetail