As natural beauty and personal care become increasingly popular and move into the mainstream, Nielsen have revealed what really matters to consumers; and the results were surprising. According to findings, consumers are more concerned with the nasty ingredients that are omitted from products, as opposed to the beneficial ingredients that are added.
Nielsen’s Health and Wellness Growth and Strategy team leader, Andrew Mandzy, explained that “Over half of U.S. shoppers, 53 percent, say that the absence of undesirable ingredients is more important than the inclusion of beneficial ones.
“Shoppers are more aware of the products they purchase and are turning over packages not just to look at marketing claims, but also to assess the ingredients included in their products.”
Mandzy also spoke with WWD about the findings, further explaining that: “Being healthy isn’t a new trend; however, the way consumers manage their personal health and wellness is distinctly different from recent years. As consumers become more cautious of ingredients like added sugars in the foods they eat and beverages they consume, their growing demand for transparency does not end in the food aisles.
“Today, consumers are also keen to know if the products they put onto their skin are safe to use, given these products — from lotions and soaps to shampoos and conditioners — get absorbed into our system.
“With that in mind, personal-care manufacturers and brands, as well as the retailers that sell these products, are making concerted efforts to better understand the ingredients in their products, how they are performing in store and online and how consumer demand for product transparency in personal care is driving innovation in the market.”
