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"Overpriced" organic beauty products not a big hit with consumers

17 October 2012

  • UK consumers are not particularly keen on organic ingredients in their beauty products
  • Consumers are not convinced of the health benefits and efficacy of organic beauty products

A study conducted by market experts at Canadean Consumer has revealed UK consumers who use beauty products with organic ingredients believe the products to be overpriced. The research which surveyed 1,675 people who purchase organic beauty products, also found that a significant amount of people do not believe that beauty products with organic ingredients are healthier or more effective than those without organic ingredients.

Canadean Consumer found that among UK consumers who have used beauty products made of organic ingredients, 61% say the products are overpriced. Furthermore, 41% of consumers do not believe that beauty products with organic ingredients are more effective than products without them and only 19% of consumers agree that they feel good about themselves for using them. Although organic ingredients in beauty products are associated with purity and being skin-friendly, 38% of consumers who use these products do not believe they are healthier for them.

According to Nancy Sharra a research analyst at Canadean Consumer these results are somewhat surprising. “Organic ingredients in beauty products have long been perceived to be better and healthier because they have less or no chemicals or synthetic ingredients that have negative effects on our health. These results show that it is likely consumers are not entirely convinced. Many beauty products that contain organic ingredients are priced relatively higher than other products due to their perceived benefits. However, these research findings indicate that consumers may feel the claimed benefits are exaggerated in order to charge a premium price.”

Sharra concludes: “It is likely that consumers feel they are not getting the perceived benefits in using beauty products made with organic ingredients. Despite advertising campaigns by manufacturers and retailers, it is clear that consumers are not able to connect or relate to the message”.

The research indicates that if organic beauty product manufacturers are to enhance credibility, they need to do more to convince consumers about the benefits of such products.

Figure 1: To what extent do consumers who buy beauty products agree with the following statements (% UK respondents, n= 1,675) 2012

To what extent do consumers who buy beauty products agree with the following statements (% UK respondents, n= 1,675) 2012

Source: Canadean © Canadean

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