Close to three quarters of Canadian consumers consider the use of organic ingredients in personal care products ‘important’, while 66% are in favour of clear ingredient lists on said products, a new study by NSF has found.
The public health and safety organisation’s report suggests that trust in voluntary organic labels remains low – just 5% of consumers in Canada trust voluntary labels, a figure that drops to just 2% among those aged 60 to 75.
Demand for ‘clean’ personal care products
“NSF’s survey results clearly indicate that today’s consumers are seeking clean beauty products made with organic, toxin-free ingredients,” commented Roxanne Beavers, senior technical reviewer on NSF’s Product Certification team.
“Despite this growing demand, consumer trust in voluntary organic labels is lacking, underscoring the importance of third-party testing and certification.”
Health and environment
Health and environmental impact are among the top incentives for consumers when purchasing personal care products, with consumers citing “better for personal health,” “less processed and less chemicals” and “better for the environment” as among their key considerations.
In addition, many would be willing to pay a premium for organic products – more than a third (36%) state that they would be willing to pay more for certified personal care products with organic ingredients, with this rising to 46% among those aged 18 to 29.
NSF promotes third-party certification through its NSF/ANSI 305 standard, which ensures that personal care products contain at least 70% organic ingredients by weight and meet strict, GMO-free criteria.
“NSF’s research proves that consumers also want to see more organic options when selecting personal care products, further validating why certification to NSF/ANSI 305 is so valuable,” said Beavers. Read more here.
