Study on Consumer Awareness of Online Organic Cosmetics

Study on Consumer Awareness of Online Organic Cosmetics

Study on Consumer Awareness of Online Organic Cosmetics

Findings of the Study

The topic of this study is consumer awareness of organic cosmetics.

 

The results were presented at the Natural Cosmetics Conference 2016.

 

In total 41% of those surveyed have purchased natural cosmetics online before.

 

Only a quarter of online buyers buys mostly or exclusively online.  The majority of consumers buys at least just as frequently at stores if not more frequently.

Information About the Survey

    • The study took place from the 14.09. to the 23.09.2016.
      In total 1222 organic consumers were questioned, 98% use natural cosmetics.
    • 82% of those surveyed were female, 17% male.
      The participants were between the ages of 18 and 71 years old, the average age was 35.
    • 63% consume organically on a daily basis, 31% on a weekly basis.
    • People living in urban environments were over represented. 32% of participants live in a city of more than 1 Million inhabitants
    • 51% of participants use mainly or exclusively natural cosmetics.  Only 2% use exclusively conventional non-natural products.

Natural cosmetic products are mostly purchased in special natural cosmetic online shops or directly on the page of the producer.  Amazon is the third most common place to purchase, ahead of regular online cosmetic and organic shops.

Only a quarter of those asked buy regularly from a variety of different natural cosmetics brands.  30% buy only specific brands or products online, and a further 32% only buy online when they cannot find desired products in stores.

Most of those surveyed inform themselves directly about natural cosmetics on the individual websites of organic cosmetic producers.  More than half of individuals surveyed read natural cosmetic blogs , 50% access the social media pages of organic producers.  Old people, who use the internet to stay informed, are more likely to use the individual websites of organic cosmetic producers than younger people.  You people, who the internet to stay informed, read more blogs than older people.

In total, 63% of those surveyed inform themselves about natural cosmetics online.

The majority of those asked inform themselves about products and brands before purchasing.  42% inform themselves on these topics regularly, purely because they are interested in the topic of  natural cosmetics, while 26% compare multiple products with one another before deciding what to purchase.

The information printed on the packaging is the most important source of information for those that buy their natural cosmetics in stores.

The official seal is the factor that allows about 50% of those surveyed to identify that the product is a natural cosmetic product.  Although, about one third of those surveyed can tell if the product is a natural one on the brand alone.  Younger people pay more attention to the brand, while older people focus more explicitly on the list of ingredients.

Conclusions

  • The vast majority of those surveyed prefers to buy natural cosmetics in brick and mortar stores.  Only a quarter buys mainly or exclusively online.

 

  • The most popular source of information is the website of the producer of a product.  Beyond that, more than half of consumers read blogs about natural cosmetics.

 

  • The majority of those surveyed inform themselves about products and brands before purchasing.

 

  • Official seals are the most important factor in order to recognize a product as natural.  Second comes the brand, and third the ingredients.

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