39% APAC consumers looking for natural and clean ingredients in beauty products, says GlobalData

Rejecting the idea of incorporation of toxic chemicals, consumers are now looking for natural, unique and clean ingredients in beauty and grooming products. In the Asia-Pacific (APAC) region, 39% consumers proactively seek products that contain only natural ingredients, says GlobalData, a leading data and analytics company.

According to GlobalData Consumer Survey Q3 2019, out of the 39% consumers proactively seeking natural products, 80% and 74% consumers claimed that incorporation of fruit/vegetable extract and tea, respectively, makes beauty and grooming products somewhat/very appealing for them.

Namrata Sain, Consumer Insights Analyst at GlobalData, says: “As the ‘truth-seeking’ nature of the consumers is increasing, manufacturers are trying their best to assure the consumers that the ingredients sourced and manufactured are free from any controversial chemicals, parabens, synthetic dyes and artificial fragrances. They have also started taking product testing to another level as they are catering to the next generation of conscious consumers seeking overall wellbeing.”

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In line with the emerging trend of ‘true clean product’, Korean skincare cosmetic company Skinfood launched a cooling watery toner using lettuce and cucumber extracts to hydrate the skin, conveying the use of beneficial food-grade ingredients.

Hong Kong-based skincare retailer Beyorg Organic has formulated Chinese tea for its first in-house brand Cha Ling with precious oils such as rose and sea buckthorn, and marine ingredients such as kelp.

Sain adds: “Provenance and integrity being the two major concerns among the conscious consumers, manufacturers are striving to use natural or naturally-derived honest ingredients such as beneficial botanicals to generate brand transparency and build a loyal customer relationship.”

However, leveraging Food and Drug Administration (FDA’s) little power over the personal care industry; most of the cosmetic companies don’t disclose ingredients that are considered trade secrets. Hence, consumers are skeptical about approaching such companies for their desire products.

Nevertheless, natural products such as green tea extracts and macadamia oil are driving the growth of both luxury and mainstream skin care brands, keeping the APAC region on track to be the largest skincare market through to 2023 with U$223bn market share, according to GlobalData.

Sain concludes: “With the emergence of ‘make it clean’, consumers are avoiding highly processed products and are going for ‘organic is the new mantra’ with regards to cosmetics that fight environment aggressors like air pollution from cars, factories and others.”

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