Study shows increased demand for organic personal care product

USA – The National Science Foundation (NSF)has found that 74% of consumers consider organic ingredients essential when choosing personal care products to avoid greenwashing.

According to NSF, consumers’ health and safety concerns largely drive the demand for organic personal care product formulations as they associate organic products with a perception of purity and quality.

The study highlights that health-conscious consumers closely examine cosmetic ingredients and seek confirmation that their products are free of harmful chemicals and unnecessary additives.

NSF’s report reveals that 88% of respondents see physical benefits in purchasing organic beauty and hygiene products, with 34% citing better personal health as their primary motivation.

The report reveals that 17% of respondents consider “less processed and fewer chemicals” a crucial factor in their purchasing decisions.

David Trosin, senior director of NSF’s Global Certification team, said, “Consumers are more conscious than ever about what goes into their skincare, cosmetics, and hygiene products.” 

The study highlights growing sustainability awareness in the beauty industry, with 14% of respondents choosing organic personal care products for their environmental benefits.

Additionally, younger consumers (18–29) show the most substantial commitment to organic beauty, with 86% prioritizing organic ingredients, while this preference drops to 59% among those aged 60–75.

Despite the growing demand for organic products, consumers remain highly skeptical of voluntary label claims and unregulated marketing terms like “natural,” “eco-friendly,” and “non-toxic” that lack standardized definitions. 

The NSF report underscores the need for third-party certifications to enhance credibility, as only 9% of consumers fully trust these labels.

To rebuild trust, the report suggests brands prioritize transparency in ingredients and labeling by obtaining independent third-party certifications to reinforce credibility and strengthen consumer confidence.

According to the survey, certification marks play a crucial role in purchasing decisions, with half of the respondents valuing seals such as USDA Organic or NSF’s “Contains Organic Ingredients” as symbols of trust and transparency.

Consumers are willing to pay more for products with organic certification, with 45% expressing willingness and 62% of younger consumers (ages 18–29) prioritizing credibility.

The demand for honest and transparent labeling in personal care products continues to grow, with 65% of consumers seeking clear ingredient lists to avoid harmful substances.

NSF introduced the NSF/ANSI 305 standard to address the challenge of organic certification in personal care.

This standard requires products to contain a minimum of  70% organic content by weight and pass a strict certification process involving technical evaluations, on-site inspections, and guidelines for non-organic ingredients.

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