Digital and creative agency Compose[d] Creative released their 2019 Natural and Sustainable Skincare Insights Study in which they examined consumer sentiment and purchase behavior among Gen Z and millennial females across the US toward natural and sustainable skincare. As the beauty landscape evolves, consumer demand for natural and sustainable products is shaping the skincare category and driving growth.
- 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.
- 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.
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