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Natural Products Global | Delivering the news in your Natural & Organic sector > Blog > Europe > French and German consumers willing to pay more for certified cosmetics
EuropeFeaturedMarket InsightsNatural Beauty

French and German consumers willing to pay more for certified cosmetics

Caroline Sommerfelt
Caroline Sommerfelt March 25, 2021
Updated 2021/03/25 at 2:30 PM
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According to a new NATRUE study about consumer attitudes to ‘naturalness’, brand perception and certification in the beauty market, approximately 90% of consumers would be happy to pay more for a certified cosmetic product.

In addition, the NATRUE study – which surveyed over 2,000 consumers in France and Germany about conventional, ‘nature-inspired’ and certified natural/organic beauty brands – discovered that in Germany, where the organic beauty market is firmly established, 37% of consumers had used a natural/organic cosmetic in the last six months, compared to 27% in France.

In Germany, ‘naturalness’ accounted for 20% of the decision-making process and while the percentage is slightly higher in France (24%), the use of nature-inspired brands in the latter market was found to be more than double that of authentically natural brands.

Consumers in both markets find it increasingly difficult to differentiate between ‘nature-inspired’ products (greenwashing) and truly ‘natural’ and ‘organic’ cosmetics

And although consumers seem increasingly confused about the variety of claims, logos and seals in the sector – with 61% (Germany) and 71% (France) not thinking labels alone are sufficient to indicate if a product is really natural – more than half of participants relied on certifications when buying natural beauty products.

When asked their opinion on six main aspects that influence purchasing decisions – natural/organic ingredients; free-from claims; sustainability; fair trade; packaging/waste; and animal welfare – both sets of consumers said 100% natural/organic ingredients was most important, closely followed by animal welfare. A product being vegan was more relevant to French consumers, while products without microplastics was a priority for German consumers.

Commenting on the findings, Ana Ledesma, NATRUE Communications Officer, says: “Consumers in both markets find it increasingly difficult to differentiate between ‘nature-inspired’ products (greenwashing) and truly ‘natural’ and ‘organic’ cosmetics that provide verifiable guarantees for such claims. According to our study, 90% of consumers would be happy to pay more for a certified cosmetic, and over half of consumers rely on certifications when selecting natural beauty products.”

The post French and German consumers willing to pay more for certified cosmetics appeared first on www.naturalproductsonline.co.uk.

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TAGGED: France, Germany, NATRUE, Natural Products News

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Caroline Sommerfelt March 25, 2021
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