Third Annual Green Beauty Barometer Shows High Demand for All-Natural Options
37% of U.S. women plan to purchase more natural beauty products; 61% read ingredient labels before buying beauty items
26 Oct, 2017, 16:30 ET
SEATTLE, Oct. 26, 2017 /PRNewswire/ -- Kari Gran, an eco-luxe skin care company, today announced the results of its third annual Green Beauty Barometer. The results once again indicate a growing demand for natural beauty products among American women, with more than three in five (61%) reading ingredient labels on beauty products prior to purchase (compared to 55% last year). In addition, 37% of women will buy more natural products* in the next two years than they currently do, slightly up from 2016 results (35%). Visit karigran.com/greenbeauty for full survey results.
The third annual Green Beauty Barometer survey was commissioned by Kari Gran and conducted online by Harris Poll on the company's behalf in September 2017. The survey was among more than 1,000 U.S. women aged 18 and up. It measured attitudes and purchase behaviors across several beauty product categories, including: skin care; hair care; makeup; sunscreen; fragrance and nail care.
- Sulfates, Parabens Most Avoided Chemicals: For the third year running, sulfates is the number one ingredient women will avoid when purchasing beauty products, with 31% claiming if this was listed on a product label, it would prevent them from purchasing that beauty product. This is followed by: parabens (23%); synthetic fragrance (18%); oxybenzone (14%); PEG compounds (12%); mineral oil (11%); nanoparticles (11%) and retinyl palmitate (10%).
- More Spending Across All Product Categories: Across all beauty categories,* the total percentage of women who will only purchase or intend to purchase more natural products in the next two years, compared to what they currently do, scored in the double digits. Skin care led the pack with 26% of women saying they will increase the amount of natural skin care products they purchase and 12% saying they will only purchase natural skin products in the next two years. This is followed by hair care (21% and 10%), then makeup (21% and 9%), sunscreen (18% and 8%), nail care (15% and 6%) and fragrance (13% and 6%). When it comes to age, Millennial women (aged 18-34) are more likely than older women (ages 35+) to plan to only purchase or increase their natural beauty product purchases (65% vs. 37%). Geographically, 54% of women living in the West intend to only purchase or purchase more natural beauty products in the next two years than they currently do, while 46% in the South, 38% in the Midwest and 40% in the Northeast say the same.
- Green Skin Care, Hair Care and Makeup in Highest Demand: Women again felt the strongest about their skin care purchases being green, as compared to other beauty product categories.* Among women who use products in the listed categories, three in five (60%) say choosing all-natural skin care products is important to them, followed by hair care at 53%, and makeup and sunscreen at 50% each. Rounding out the categories is fragrance at 44% and nail care at 40%, with each up 4 percentage points from last year.
- Women 35-54 Increasingly Embracing Green Beauty: While 75% of Millennial women said purchasing green beauty products is important to them, this year's data show women in their mid-thirties to mid-fifties are increasingly placing importance on purchasing all-natural beauty products. Sixty-nine percent of women aged 35-44 say purchasing all-natural beauty products is important to them, an increase of 10 percentage points from 2016. Women 45-54 came in at 68%, an 11 percentage point increase over last year.
- Western U.S. Women Are Seeing Green: Women living in the Western U.S. are creating a demand for green beauty, with 73% in the West stating that purchasing all-natural beauty products is important to them. More than three in five women in the South and Northeast agree (67% and 63%, respectively), while just 56% of women in the Midwest say the same.
- Retailers Haven't Closed Demand Gap: While most women seem to be satisfied by the selection of natural beauty products available at retailers—including their related online sites, where they shop for each category of beauty products—there is still work to be done to meet the demand. This year, 16% of women are unsatisfied by the all-natural beauty selection available at specialty drugstores and grocery stores. This dissatisfaction is closely followed by department stores (15%), mass market drugstores and grocery stores (12%), and specialty cosmetic stores (10%).
"As a company, we've seen the growth in demand for green beauty products firsthand," said Lisa Strain, co-founder of Kari Gran, a line of skin care, makeup and sunscreen products that draw on plant and essential oils as the essence of a good skin care regime. "In the last three years alone, our sales are up 235%, we've expanded into major beauty retailers and overseas, and we'll continue to innovate as we help educate women to look at beauty product labels just as closely as they do food product labels."
For more green beauty trend insights or to request a copy of the full Green Beauty Barometer survey results, visit karigran.com/greenbeauty.
The Green Beauty Barometer was conducted online within the United States by Harris Poll on behalf of Kari Gran from Sept. 6-8, 2017 among 1,293 U.S. women age 18 and older and from Aug. 9-11, 2016 among 1,126 U.S. women age 18 and older. These online surveys are not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact [email protected].
About Kari Gran
Kari Gran is an eco-luxe skin care brand that provides a simple, elegant and clean solution for everyday skin care. It draws on plant and essential oils as the essence of a good skin care regime. Kari Gran's complete product offerings encompass oil-based skin care solutions and mineral makeup that work together to promote a holistic beauty routine. All products are formulated without parabens, and are hand-poured in small batches from the company's lovely Seattle headquarters. Founded in 2011, Kari Gran's mission is to educate people about healthy skin care, and promote a holistic, natural approach to a beautiful complexion. www.karigran.com
*This refers to the beauty categories measured in this survey: skin care, hair care, sunscreen, makeup, fragrance, and nail care
SOURCE Kari Gran
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