Among the 66% of global respondents willing to pay more, over 50% of them are influenced by key sustainability factors, such as a product being made from fresh, natural and/or organic ingredients (69%), a company being environmentally friendly (58%), and company being known for its commitment to social value (56%).
“Brands that establish a reputation for environmental stewardship among today’s youngest consumers have an opportunity to not only grow market share but build loyalty among the power-spending Millennials of tomorrow, too,” says Grace Farraj, SVP, Public Development & Sustainability, Nielsen.
When it comes to going organic, consumers are now looking beyond just food and beverages: natural and organic skincare is one of the biggest trends currently sweeping the beauty and personal care industry.
A recent Infinity Research report states that “Consumers are looking for products that are both good for them and good for society. A product’s health and wellness benefits are influential purchase decision drivers for more than half (59%) of survey respondents."
"The Organic skin care segment will account for nearly one third of the market size by 2022."
"Now a survey has found that more than half of women over 35 — and a whopping 73 percent of millennial women — believe it’s important to buy all-natural cosmetics."
In recent years parabens have come under fire. The reason is the possible link between parabens and breast cancer! This has been demonstrated in clinical studies and is being debated.
In 2013, Dr. Phillipa Darbre uncovered that parabens can stimulate the growth of MCF-10A epithelial cells in the breast — cells that indicate tumor growth in breast tissue. Today, countless women are upset that they may have been putting parabens on their bodies for years.