In Exclusives, Insight, Trend
Jason Parkin, Founder, President + CCO at Compose[d] Creative, “I think what this shows us, is that if you have a natural or sustainable brand, that you really need to show the efficacy of your product. And if you’re a more traditional one that does have an effective product that isn’t natural, or isn’t sustainably packaged or ingredient sourced, then it’s time to make sustainability part of your product, because consumers are going to switch.”
Going Natural: 
  • 2 out of 5 surveyed exclusively use natural products while 4 out of 5 incorporate natural products.
  • Gen Z is 20% more likely than millennials to exclusively use natural skincare products.
  • 56% of millennials want to buy more natural products but don’t know of anything worth purchasing.
  • 78% of Gen Z and 73% of millennials feel using natural skincare is important.
  • 82% said they would switch to a natural product if they found one with results comparable to a non-natural product.
Where Are Sustainable Products? 
  • 90% of Gen Z and millennials say more products should be sustainable.
  • Yet only 35% exclusively purchase sustainable products.
  • 52% are not always sure what products are sustainable.
  • 1 in 3 has trouble finding sustainable skincare products.
  • 77% said they would switch to sustainable products if they found one that offered the results they wanted and needed.

What It Means to Her: 

  • 50% say natural products are healthier.
  • 57% say natural products make their skin feel better.
  • 1 in 3 chooses natural because they want to avoid products that contain certain chemicals.
  • 65% say their top motivator when purchasing sustainable products is making a choice that is better for the environment.

“Given the high percentages of consumers that say that they’ll switch, it shows us that there is a demand for these products and that demand only increases as the population gets younger,” said Parkin.

Photo: Curology via Unsplash

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