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Natural and Organic Personal Care Products More Popular Among Parents And Younger People

March 20, 2017: 12:00 AM EST
More parents are buying personal care products that are natural and organic because they believe these are safer, healthier and better for the environment, according to a 2016 study by Mintel. Over one third of US consumers say they have bought more natural and organic personal care (NOPC) products in 2016 more than they did in the years prior and parents with children under18 lead this group. Additionally, more NOPC consumers (67%) than non-NOPC consumers (54%) believe they are trying to live a healthier lifestyle, showing that health and wellness is no longer just limited to diet and exercise.  Jana Vyleta, Health and Personal Care Analyst at Mintel said parents are more aware of ingredients they need to avoid because they are information seekers when it comes to raising their kids. Consumers know if a personal care product is natural or organic by looking at the types of ingredients and what certain ingredients are excluded, as well as product claims such as 'made with natural ingredients', 'no artificial ingredients', and 'contains organic ingredients'. Still, a large chunk of the consumer market needs to be convinced of NOPC products' health benefits as many consumers believe it is more costly and could be a marketing scheme.
"Parents Driving the US Natural and Organic Personal Care Market", Mintel, March 20, 2017, © Mintel Group Ltd.
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