Who are the consumers of organic products?
Switching to organic cosmetics means changing your lifestyle.
The key message of this study is clear: switching to organic implies a change of life for 85% of organic cosmetic buyers. 71% pay more attention to their consumption patterns (food waste, consume less but better, waste management, carpooling…). 45% are more attentive to their health: they take care of their body, do detoxification cures, start or intensify their physical activity.
The results of the study highlighted the fact that buyers of organic cosmetics are attentive to their physical fitness (86%) and their psychological health for 87%. More than half (50%) of them regularly practice a physical activity, and most of them practice an outdoor or sports activity on a weekly basis. They have a marked interest in cooking, in the search for quality food products (+60%) but also in well-being activities (+50%).
Buying organic cosmetics means first of all eating organic food.
It should be remembered that 85% of the buyers of organic cosmetics also bought an organic food product in the last 12 months: it is clear that the buyer of organic cosmetics first buys an organic food product. Moreover, the consumption of organic products is declared more important among organic cosmetics buyers (74%).
Focus on the 1st organic experience
The main trigger for purchasing is the awareness for +62% of organic cosmetic buyers: ecological impact, health problems, health scandals. These triggers are much more important for organic cosmetics buyers than for organic food buyers. Organic cosmetics consumers are recent (less than 5 years old) for 70% of them, given the innovation and communication efforts made by organic companies.
Buying an organic cosmetic
To reassure themselves, consumers of organic cosmetics are attached to the visibility of a label and respect for the skin. Organic cosmetics are purchased in supermarkets, pharmacies and parapharmacies and organic shops in equal parts (around 30%). The 1st products are: facial care (20%), hair products (20%) and body care (16%).
The 4 main reasons for switching to organic cosmetics
reassure oneself (preserve one’s health, consume healthy products, preserve one’s skin) 41
values (preserving the planet, commitment of manufacturers, ethical consumption) 26%
Pleasure (consuming pleasant products that make you dream and travel) 21
out of fear (pesticides, chemicals) 15
This transition to Organic is done in a sustainable way for all consumers (food and cosmetics). After a study of about 3000 verbatim, the most common terms used in open questions about buying organic products are pride, relief, interest and pleasure. The consumption of organic products appears to be mainly a “serious” act, driven by the need for safety, meaning and consistency. This consumption remains essentially based on trust in the sector and imposes a high level of requirements.
The 5 profiles of organic cosmetics buyers
Ambassadors involved (33%)
This group has the same average age as the French. They have strong values (environment, nature…) associated with a strong purchasing potential. The presence of an organic label is important. They are more prescriptive than the average and are more interested in the virtues of nature.
Beauty addicts (25%)
This is a young group with a very high proportion of women who go out in the evenings, who like to go to relaxation/wellness areas. This group does not consume a lot of organic products, but they prefer the price, the main lever for buying organic products.
Seniors concerned about their health (21%)
This group is made up of a large proportion of people aged 65 and over, who are not very active on social networks. They are mainly looking for skin-friendly products, but they don’t care about an organic label.
The defenders of the animal cause (12%)
The guarantee that cosmetic products are not tested by animals is an important purchasing criterion. Consuming organic cosmetic products allows them to be in cohesion with their values.
Organic “hipsters” (8%)
Composed of 51% men, this group is very active on social networks. They focus on their physical appearance, diet and well-being. For them, consuming organic cosmetic products is synonymous with dreams and travel.
Source: (1) Organics Cluster/ COSMEBIO® consumer survey from 2 to 14 February 2016 – using the CAWI method – among a sample of 1076 organic product buyers from March 2015 to March 2016, representative of the French population aged 18 and over – conducted by OpinionWay/ Senseva.
This post is also available in: French