Appeal of Claims in Personal Care Products - Consumer Survey Insights

As consumers are increasingly making more informed purchasing decisions in the personal care category, they are looking for products that have simple, natural and familiar ingredients. Consumers globally are the most appealed by natural claims, followed by cruelty free claims, which highlights the need for transparency in the manufacturing process for consumers. The high demand for organic, plant-based and ‘clean' personal care products is also apparent by the number of consumers viewing these as very appealing, which further highlights the awareness and education around ‘better for you' products that are sustainable and not full of harsh, unfamiliar chemicals. All of these claims shed some level of importance in the personal care category for brands to acknowledge in new product development in order to attract consumers.

Identifying consumer preferences in the personal care category.

Scope

• For the majority of the claims, with only a few exceptions, North American and European consumers appear to be less appealed to by these attributes
• Many key claims for personal care products surround sustainability, such as 'organic', 'natural', 'no palm oil'
• There is evidence of consumers being actively aware of animal testing in this market, as some of the key claims that are appealing to consumers involve consumers actively preferring products that do not harm animal
• Simple and natural personal care products are highly appealing to consumers, as the demand for clean beauty, familiar ingredients and no harsh chemicals remains strong

Reasons to Buy

• Understand consumer behavior and company responses in order to tap into what is really impacting the industry
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.