Health-minded shoppers continue to dominate consumer trends
In the rapidly evolving world of beauty, a new trend is taking centre stage - conscious health-focused consumption and an ethical mindset. This shift is largely attributed to the growth of the natural beauty segment, backed by statistical research and driven by wellness-related behaviours and conscious consumerism.
Animal welfare has become a major concern in consumer behaviour across various sectors, including food, beauty, and fashion. Recognising this, companies like Provital are aiming to meet the needs of health-conscious consumers by using clean, ethical, and recognizable ingredients.
The trend towards plant-based products is influencing the cosmetics industry, with consumers seeking products that align with their dietary choices. To cater to this demand, cosmetic brands are adopting a sustainable and ethical approach.
Key strategies include eco-friendly formulations and sourcing, sustainable packaging, carbon footprint reduction, cruelty-free testing, transparency, innovation with biotech and alternative materials, and the adoption of circular economy principles. These approaches reflect a deep integration of sustainability into product development, production, and branding strategies.
Brands are using clean, non-toxic, and natural or organic ingredients, often from sustainable farming or wild-harvesting practices. Some, like Tata Harper, even cultivate their own organic ingredients to ensure transparency and earth-friendly sourcing.
Sustainable packaging is another focus, with a major emphasis on eliminating single-use plastics by using recyclable, biodegradable, or compostable materials, as well as incorporating refillable packaging systems that reduce waste.
Many brands aim for carbon-neutral shipping, reduce water consumption during manufacturing, and adopt low-impact production processes to lessen their environmental footprint.
Companies increasingly commit to cruelty-free testing and obtain certifications such as Made Safe, B Corp, and Leaping Bunny to signal ethical practices to consumers.
Transparency regarding ingredient sources and supply chains builds trust. Brands like Tata Harper emphasize full traceability, ensuring ingredients are responsibly and ethically sourced.
Innovation with biotech and alternative materials helps reduce ecological impact while maintaining high product efficacy. Collaborations to develop bio-based ingredients and sustainable alternatives to traditional components are becoming common.
The adoption of circular economy principles encourages reuse and recycling by designing products and packaging that can re-enter the production cycle instead of becoming waste.
The beauty sector cannot underestimate the influence of conscious consumers. These consumers want detailed information about the origin of raw materials, product composition, manufacturing process, and corporate social responsibility projects of companies. They are increasingly making decisions based on animal welfare, including in the beauty sector.
A recent report by the Soil Association supports this growth in the organic beauty market. Consumers' purchasing behaviour in the health and beauty sector is expected to become increasingly frequent. In the UK, the organic beauty market has grown by 14% over the past year, marking its eighth consecutive year of growth.
The organic beauty market is expected to grow at an annual rate of 12% to 15% in the Middle East markets until 2023, according to a report by TechSci Research. When cosmetic companies demonstrate their commitment to ethical practices, such as using clean and cruelty-free ingredients, they can maintain a leading position in an increasingly consumer-oriented market.
Companies in the beauty sector are being pushed to rethink their strategy due to the desire for greater transparency and corporate responsibility. A survey by Ingredion Inc. in 11 countries found that 60% of respondents wanted to see more "kitchen" ingredients like vegetable oils, flours, starches, or proteins in cosmetics.
Consumers are moving towards vegetarian and vegan diets, which is generating other consumption options, such as plant-based products. Concern for sustainability and the environment is a significant factor in consumer decisions.
In conclusion, the beauty industry is undergoing a significant transformation as consumers demand health-conscious, ethical, and environmentally responsible products. Brands that prioritize sustainability and transparency are well-positioned to meet these needs and thrive in the evolving market.
- Recognizing the growing concern for animal welfare, cosmetic brands are adopting a scientific approach to develop plant-based products, aligning with the dietary choices and health-and-wellness mindset of consumers.
- As the organic beauty market continues to grow, companies prioritize a sustainable and ethical approach, using clean ingredients, sustainable packaging, and cultivating their own organic ingredients, to cater to health-conscious consumers and solidify their positions in the industry.
