With the growing need for holistic well-being and transparency, consumers are looking for healthier, more responsible products. Surfing on this trend, the number of products claiming to be natural has exploded. How do certified products contribute to this trend?
At the request of Cosmos-standard AISBL, an independent international non-profit association, research company Kantar surveyed buyers of personal care and beauty products in seven countries* around the world in April-May 2024, to understand the impact of certifications on consumer choice and their expectations for the future.
According to the study, the use of natural and certified products is now commonplace: 54 % of consumers regularly use natural products and 42 % certified products. It is even more widespread in India and Italy among 18-34 year-olds and high-income earners.
Ingredients and naturalness are respectively the third and fourth most important criteria in the purchasing decisions of natural product users, after skin compatibility and price.
Consumers expect natural and organic products to be free from harmful substances, to contain organic ingredients, to be transparent about ingredients, to be beneficial to their health, and to be ethical and "cruelty -free" towards animals.
Almost three quarters (73 %) of consumers are more inclined to buy certified products than non-certified ones, due to a higher level of trust, a better perception of quality and the impression that certified products are healthier.
Vegan Society and Cosmos-Standard are the two best-known certifications, with 32 % and 29 % respectively in the seven countries surveyed. Cosmos is the best-known certification worldwide. Awareness of Cosmos-Standard is highest in France (41 %) and Italy (33 %), and among 18-34 year-olds (38 %), who are more familiar with certifications in general.
Cosmos certification is the most widely used worldwide, thanks to France: 29 % of consumers who buy certified products buy Cosmos-certified products. This figure rises to 47 % in France.
The Cosmos label is well understood, with 79 % of those familiar with it agreeing that it represents a global commitment to environmental sustainability, cruelty-free practices and ethical sourcing of ingredients. It is perceived as trustworthy, as a guarantee of health and safety, and 70 % of those surveyed believe that Cosmos certification is worth the extra cost.
However, consumers are confused by the multitude of certifications and expect a global label to emerge with standardized criteria worldwide. Consumers also expect greater transparency, innovation and demands on environmental and social aspects in the future.
*France, Italy, Germany, UK, USA, India and South Korea.
Photo from the Cosmos-Standard website.
