NATURALS
see the impact of COVID-19 on the demand for naturals. Will it survive the rising popularity of antiviral and disinfectant claims? Obviously, it is still too soon to tell.
To help us delve further into the natural fragrance market, Iberchem conducted a survey consisting of seven questions on natural fragrances and natural ingredients. A total of 200 respondents from 20 different countries, aged between 15 and 73 years old, participated in the survey (Figures 1 & 2’). We invited our four interviewees to reflect on the results from their professional point of view.
María Ángeles: The first thing that caught my attention was the contrast between some results. For instance, on the one hand, almost 79% of the respondents say that they would pay more for the simple mention of ‘natural’ (we are not even talking about certification). On the other hand, we can see that the audience does not fully understand the terminology related to natural and sustainable products. Therefore, we could conclude that people are willing to pay more for something they don’t fully understand! I believe that the cosmetic industry has a
certain responsibility to be transparent about the real benefits that product claims can have. In the end, beauty and health go hand in hand and brands should try to see beyond short- term profitability.
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Sylvain: Given the vast amount of products promoting concepts such as natural, eco, bio, vegan, etc., I am not surprised to see that a large majority of the respondents think it is better to include a certification logo on the packaging. However, there is still a lot of work left to do. Although consumers are becoming more informed, there still also needs to be additional education regarding the certifying bodies. We can also see in the results that many are still not aware of the meaning of the seals (or claims) that appear on their products. For brands, making these natural claims
in a ‘voluntary’ way is not comparable to having a seal of approval from an official and internationally recognised body. These certification seals, such as COSMOS Ecocert or Ecolabel, confirm that the products they cover comply with established standards. In short, it is a way to differentiate the brands that intend to provide a genuine and long-term change to their formulation from those that limit themselves to offering products that only follow the market trends. These products are most likely to only change in the short term.
Luz: Looking at the results, I’m pleased to see that 91% of those surveyed value the fact that a product contains natural ingredients when they buy it. When you look further, and as commented
on by my colleagues, many consumers value the presence of naturals because they perceive them to be healthy (for example, 80% of our respondents think natural fragrances are better for their
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health) and good for the environment. Now, is this belief based on real data, or taken ‘word for word’ from marketing campaigns? Just like María Ángeles and Sylvain, I also think the industry has a responsibility to be transparent, clarify the terminology it uses, and overall give more precise information to the consumer on this growing trend. People should choose natural products
because they really want them, not because of a false belief. For instance, consumers should be aware that a natural product can also be irritating or have a higher carbon footprint than a synthetic product.
Laura: Less than 50% of respondents claim to know the difference between the various terms. That said, I expected the percentage to be even lower. Even in the industry, many people are confused, so I thought the consumer would know even less. However, I would be curious to know, among those who said they understand the difference, how many would ‘pass the test’. There are different definitions and criteria currently in use depending on the market and the type of finished product, which can lead to misunderstandings. In Spain, for instance, the term “natural” applies to ingredients obtained by farming (or animal production techniques) that do not use chemical pesticides or fertilizers. The only term that I think consumers fully understand is vegan, since it is in widespread use socially and more common.
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