commissioned by kari gran conducted by harris poll · 2019. 12. 17. · top findings the second...

2 0 1 6 G R E E N B E A U T Y B A R O M E T E R S U RV E YCommissioned by Kari Gran • Conducted by Harris Poll

September 2016

SURVEY PURPOSEAnnually, Kari Gran polls American women to measure their attitudes and purchase behaviors toward all-natural beauty products. Specifically, we wanted to find out:

• Do women intend to spend more on all-natural (green) beauty products in the next two years?

• Which beauty product categories are most important to women when it comes to being green?

• Which geographic and age groups see the most value in green beauty products?

• How many women read beauty labels prior to purchase and which chemicals are they trying to avoid?

• What socio-economic factors make a woman more likely to value green beauty products?

• How satisfied are women by the all-natural beauty product selection in retail channels?

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MethodologyThe “Green Beauty Barometer” survey was conducted online within the United States by Harris Poll on behalf of Kari Gran from August 9 – 11, 2016, among 1,126 U.S. women ages 18 and older. The beauty categories included in the survey were: skin care; hair care; makeup; sunscreen; fragrance and nail care. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please visit karigran.com/greenbeauty.

September2016

TOP FINDINGSThe second annual Green Beauty Barometer survey, commissioned by Kari Gran, reveals continued strong interest for all-natural products among American women.

• More than half of all women (55%) read beauty product labels prior to purchase, in order to avoid certain ingredients, including chemicals.

• For the categories we surveyed, more than one-third of women (35%) will spend more money on green beauty products over the next two years, compared to what they currently spend now.

• Skin care products are again the most in demand all-natural products among all beauty categories, with the highest amount of women claiming purchasing all-natural is important to them when it comes to these products. Skin care was also the top category that women plan to buy more all-natural products within.

• More Millennial women (18-34) and women living in the West see the importance of choosing all-natural beauty products, as compared to other age groups and geographic regions, respectively.

• Women with children in the home (69%) are more likely to value green beauty products, in the categories measured, compared to women without children in the home (56%).

• Mass market drug/grocery stores (14%), department stores (13%) and specialty drug/grocery stores (12%) fail to reach the all-natural demands of approximately 15% of female shoppers seeking to buy beauty products in those locations.A

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September2016

More-than-half of all women (55%) and nearly 2-in-3 Millennials (62%) read beauty product ingredient labels prior to making a purchase, in order to avoid specific ingredients, including chemicals.

LABEL READING: IT MATTERSA

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September2016

Percentage of Women WhoRead Labels, by Region

(West, Midwest, Northeast & South)

57%48%57%

58%

0%

10%

20%

30%

40%

50%

60%

70%

18-34 35-44 45-54 55-64 65+

62%

55%49% 52%

55%

Percentage of Women WhoRead Labels, by Age

CHEMICAL CONCERNSWhich ingredients do women watch out for when reading beauty product labels?

Sulfates continue to be the most avoided ingredient, followed by parabens.

Three in 10 women will not purchase a beauty product if it contains sulfates.

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September2016

INGREDIENT AVOIDANCE BY AGE

Sulfates

34%

30%

28%

26%

26%

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PEG Compounds

9%

15%

9%

8%

16%

Synthetic Fragrances

22%

18%

14%

16%

16%

Parabens

25%

20%

15%

22%

23%

Oxybenzone

14%

12%

6%

10%

14%

By age group, the following ingredients would prevent women from purchasing a product when reading beauty product ingredient labels.

September2016

Ages 18-34

Ages 35-44

Ages 45-54

Ages 55-64

Ages 65+

Mineral Oil

10%

11%

11%

12%

7%

Nanoparticles

9%

10%

6%

9%

12%

Retinyl Palmitate

7%

9%

3%

9%

14%

PRODUCT DEMAND BY CATEGORY

Across all the beauty product categories we measured, skin care and hair care had the highest percentage of women who claimed purchasing all natural products was important to them.

We Asked: Within individual beauty categories for products you use, is it important to you the products you purchase are all-natural? Yes!

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September2016

57%Skin Care

51%Hair Care

49%Makeup

40%Fragrance

36%Nail Care

46%Sunscreen

PRODUCT DEMAND BY AGE

For the second year in a row, across all listed beauty categories* when it comes to purchases, Millennial women were the most likely to feel green beauty products are important.

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September2016

18 - 34 35-44 45 - 54 65+55 - 64

73% 54%51%56%59%

*The 2015 survey did not include the sunscreen category.

Across nearly all categories*, when it comes to purchasing, women living in the Western U.S. claim all-natural beauty products are important, with 64% doing so, more than any other region.

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PRODUCT DEMAND BY REGION

September2016

0%

10%

20%

30%

40%

50%

60%

70%

Skin Care Hair Care Makeup Sunscreen Fragrance Nail Care

West South Northeast Midwest

62%

64% 58%55%

Across all beauty categories, percent of women who say opting green is important, by regions

(West, Midwest, Northeast & South).

Among all women who use these specific categories, the percentage who say opting green is important.

*The 2015 survey did not include the sunscreen category.

A CLOSER LOOK: ALL-NATURAL SKIN CARE DEMAND BY AGEAs measured only among women who use skin care products, 57% say it’s important they purchase all-natural.

Those who say it is “very important” and they will only purchase all-natural skin care products:• Ages 18-34: 27%• Ages 35-44: 24%• Ages 45-54: 20%• Ages 55-64: 18%• Ages 65+: 24%

Percentage of women who say it is “somewhat important” and the majority of skin care products they use are all-natural.• Ages 18-34: 40%• Ages 35-44: 34%• Ages 45-54: 32%• Ages 55-64: 35%• Ages 65+: 27%

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September2016

Say it is “very important”

Say it is “somewhat important”

Say all-natural skin care is important

to them

{As measured among women

who use skin care products.

57%

23% 34%

A CLOSER LOOK: ALL-NATURALHAIR CARE DEMAND BY AGEAs measured only among women who use hair care products, 51% say it’s important they purchase all-natural.

Percentage of women who say it is “very important” and they will onlypurchase all-natural hair care products. • Ages 18-34: 26%• Ages 35-44: 22%• Ages 45-54: 17%• Ages 55-64: 14%• Ages 65+: 19%

Percentage of women who say it is “somewhat important” and the majority of hair care products they use are all-natural.• Ages 18-34: 35%• Ages 35-44: 32%• Ages 45-54: 32%• Ages 55-64: 26%• Ages 65+: 24%

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September2016



Say all-natural hair care is important

to them


who use hair care products.

51%

20% 30%

A CLOSER LOOK: ALL-NATURALMAKEUP DEMAND BY AGEAs measured only among women who use makeup products, 49% say it’s important they purchase all-natural.

Percentage of women who say it is “very important” and they will onlypurchase all-natural makeup products.• Ages 18-34: 19%• Ages 35-44: 19%• Ages 45-54: 15%• Ages 55-64: 14%• Ages 65+: 20%

Percentage of women who say it is “somewhat important” and the majority of makeup products they use are all-natural.• Ages 18-34: 35%• Ages 35-44: 28%• Ages 45-54: 28%• Ages 55-64: 32%• Ages 65+: 27%

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September2016



Say all-natural makeup is important

to them


who use makeup products.

49%

18% 31%

A CLOSER LOOK: ALL-NATURALSUNSCREEN DEMAND BY AGEAs measured only among women who use sunscreen products, 46% say it’s important they purchase all-natural.

Percentage of women who say it is “very important” and they will onlypurchase all-natural sunscreen products.• Ages 18-34: 21%• Ages 35-44: 17%• Ages 45-54: 15%• Ages 55-64: 13%• Ages 65+: 18%

Percentage of women who say it is “somewhat important” and the majority of sunscreen products they use are all-natural.• Ages 18-34: 31%• Ages 35-44: 32%• Ages 45-54: 25%• Ages 55-64: 31%• Ages 65+: 23%

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September2016



Say all-natural sunscreen is important

to them

{As measured among women who use sunscreen products.

46%

18% 28%

A CLOSER LOOK: ALL-NATURALFRAGRANCE DEMAND BY AGEAs measured only among women who use fragrance products, 40% say it’s important they purchase all-natural.

Percentage of women who say it is “very important” and they will onlypurchase all-natural fragrance products.• Ages 18-34: 14%• Ages 35-44: 16%• Ages 45-54: 11%• Ages 55-64: 3%• Ages 65+: 15%

Percentage of women who say it is “somewhat important” and the majority of fragrance products they use are all-natural.• Ages 18-34: 30%• Ages 35-44: 20%• Ages 45-54: 22%• Ages 55-64: 30%• Ages 65+: 32%

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September2016



Say all-natural fragrance is important

to them


who use fragrance products.

40%

13% 27%

A CLOSER LOOK: ALL-NATURAL NAIL CARE DEMAND BY AGEAs measured only among women who use nail care products, 36% say it’s important they purchase all-natural.

Percentage of women who say it is “very important” and they will onlypurchase all-natural nail care products.• Ages 18-34: 17%• Ages 35-44: 11%• Ages 45-54: 10%• Ages 55-64: 8%• Ages 65+: 7%

Percentage of women who say it is “somewhat important” and the majority of nail care products they use are all-natural.• Ages 18-34: 26%• Ages 35-44: 33%• Ages 45-54: 20%• Ages 55-64: 22%• Ages 65+: 23%

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September2016



Say all-natural nail care is important

to them


who use nail care products.

36%

12% 25%

SPENDING POWERA

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Among all women, for the categories included in the survey, 35% plan to purchase more all-natural beauty products over the next two years than they currently do.

Almost 1 in 2 Millennials (48%) say they plan to buy more all-natural beauty products, compared to women ages 35-44 (35%), 45-54 (29%), 55-64 (35%) and 65+ (21%).

34%Skin Care

17%Fragrance

17%Nail Care

32%Hair Care

26%Makeup

24%Sunscreen

35%

32% 36%36%

The percentage of women who will only purchase or purchasemore all-natural products in the next two years, by category.

All-Natural Purchase Growth,by Region (West, Midwest, Northeast & South)

September2016

34% of all women say they will only purchase, or will purchase more all-natural skin care products in the next two years.

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SKIN CARE SPENDING GROWTH

September2016

Will “purchase more” all-natural

Will “only purchase” all-natural

26%

8%

47%

36%

29% 28%

22%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

18-34 35-44 45-54 55-64 65+

Skin Care Purchase Growth, by Age

32% of all women say they will only purchase, or will purchase more all-natural hair care products in the next two years.

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HAIR CARE SPENDING GROWTH

September2016



24%

8%

46%

34%

23%26%

20%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

18-34 35-44 45-54 55-64 65+

Hair Care Purchase Growth, by Age

26% of all women say they will only purchase, or will purchase more all-natural makeup products in the next two years.

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MAKEUP SPENDING GROWTH

September2016



21%

6%

37%

31%

23% 22%

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

18-34 35-44 45-54 55-64 65+

Makeup Purchase Growth, by Age

24% of all women say they will only purchase, or will purchase more all-natural sunscreen products in the next two years.

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SUNSCREEN SPENDING GROWTH

September2016



18%

6%

31% 30%

16%

21%

16%

0%

5%

10%

15%

20%

25%

30%

35%

18-34 35-44 45-54 55-64 65+

Sunscreen Purchase Growth, by Age

17% of all women say they will only purchase, or will purchase more all-natural fragrance products in the next two years.

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FRAGRANCE SPENDING GROWTH

September2016



12%

4%

22%24%

16%

10% 10%

0%

5%

10%

15%

20%

25%

30%

18-34 35-44 45-54 55-64 65+

Fragrance Purchase Growth, by Age

17% of all women say they will only purchase, or will purchase more all-natural nail care products in the next two years.

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NAIL CARE SPENDING GROWTH

September2016



13%

4%

26%

22%

14%

8% 8%

0%

5%

10%

15%

20%

25%

30%

18-34 35-44 45-54 55-64 65+

Nail Care Purchase Growth, by Age

Looking at socio-economic factors, “not married,” “renter,” “student” and “income less than $50K” demographics all measured slightly higher compared to their counterparts within each of these categories. This data seemingly supports the high value of green beauty products among Millennial women.

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SOCIO-ECONOMIC FACTORS

September2016

0%

10%

20%

30%

40%

50%

60%

70%


Home Ownership

Homeowner Renter

0%

10%

20%

30%

40%

50%

60%

70%


Marital Status

Married Not Married

Percentage of women who feel purchasing green beauty products are important, by category and demographic. Category percentages were calculated to include only women who use that type of product, not all women.

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0%

10%

20%

30%

40%

50%

60%

70%


Education

HS or Less Some College College Grad+

0%10%20%30%40%50%60%70%80%


Employment

Employed Unemployed Student Retired

0%

10%

20%

30%

40%

50%

60%

70%


Household Income

Less Than $50k $50k-$74.9k $75k-$99.9k $100k+

September2016

*The base size for students surveyed was less than 100.

*

Among socio-economic factors, whether or not a woman has children in the home makes an impact on her propensity to value green beauty products. Across all beauty categories measured, (69%) of women with children in the home claimed opting to purchase green beauty products was important, versus (56%) of women with no children in the home.

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DOING IT FOR THE KIDS?

September2016

0%

10%

20%

30%

40%

50%

60%

70%


Children in HH No Children in HH

Percentage of women who feel purchasing green beauty products are important.Category percentages were calculated to include only women who use that type of product, not all women.

Among those who shop for beauty products in specific retail channels, mass market drug/grocery stores perform the worst when it comes to all-natural product selection, with 14% of women saying they are unsatisfied. This was followed by department stores at 13% and specialty drug/grocery stores at 12%.

Specialty cosmetic stores are best meeting the demand, with only 8% of shoppers unsatisfied.

This percent of unsatisfied women was highest among women aged 45-54 and women who live in the West.A

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RETAIL SHORTFALLS

September2016

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Average dissatisfaction rate among all retailers, by age and region.

ABOUT KARI GRANKari Gran is a luxurious all-natural beauty brand that provides

a simple, elegant and clean solution for everyday skin care. Its

signature product line is a plant oil-based skin care system,

made of all-natural plant and essential oils.

All products are paraben and toxin free, and are hand-poured

in small batches from the company’s Seattle headquarters.

Founded in 2011, Kari Gran’s mission is to educate people

about healthy skin care and promote a holistic, natural

approach to a beautiful complexion.

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ContactWeb karigran.comEmail [email protected] facebook.com/karigranskincareTwitter @KariGranSkinInstagram @karigranskinPinterest karigranskin

co-founders Kari Gran (left) and Lisa Strain (right)

September2016

commissioned by kari gran conducted by harris poll · 2019. 12. 17. · top findings the second...

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