Two in five U.S. consumers have used a natural or organic version of a personal care product in the past six months, according to NMI data. Most often, they're buying natural or organic body soap, hand soap or hair care products.
While many natural-related claims that personal care companies make—such as no parabens, no phthalates and plant-based—are near the bottom of the general population's priorities when shopping for these products, there's opportunity in messaging brands' eco-friendly efforts, according to survey data released by NMI in a November 2017 report. More than 40 percent of consumers say they're willing to pay a premium for personal care products that support a cause they believe in, or are made by companies that pay workers fairly, provide safe working environments and are making efforts to fight global warming.
Here's a quick look at more personal care stats. For more on the state of the natural personal care industry, read the story from Natural Foods Merchandier's 2017 Market Overview.