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Beauty Industry, Beauty Launches

Survey Shows What Makes Natural Products Sell

Tom's of Maine reveals what's behind consumers' purchasing habits.

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By: Jamie Matusow

Editor-in-Chief

As a shift toward buying “natural” products continues, brands are more interested in what motivates these purchases. Now, a recent survey commissioned by natural oral care leader Tom’s of Maine shows that the primary consideration is that people are more inspired to try a product that does something good for themselves, their family and the planet (40%) than even taking a recommendation from a trusted friend (24%) or a medical professional (12%).

“It was interesting to see that trying a natural product is more strongly driven by life goals rather than by trends or another person’s experience,” said Jim Olin, director of oral care and personal care category development, Tom’s of Maine. “The survey tells us that shoppers are turning towards natural products as part of a mindset focused on combining healthy living with making a positive impact on their communities and environment.”

Beyond being motivated by a healthy lifestyle and the planet, families are thoughtfully considering what’s inside the products that make it into their shopping cart. The survey revealed it’s often the absence of particular ingredients that plays a significant role:
Absence of artificial preservatives (81%)
Absence of artificial flavors (78%)
Absence of artificial colors (75%)

Surprisingly, the presence of gluten is also top-of-mind when looking at labels. In fact, one in four shoppers is more likely to purchase a gluten-free product to help foster a healthy lifestyle.

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