CHICAGO — American women tend to pay more for products with recognizable ingredients as opposed to products that fail to clearly define what they contain, according to a survey released today by Label Insight, a leading SmartLabel solution provider.
More than 1,000 consumers were asked to comment on the importance of ingredients in personal care products, feelings of confusion with personal care product ingredients and labeling and the behavioral effect of this confusion on purchasing behavior. Sixty-eight percent of those surveyed said they believe it is important or extremely important to consider the ingredients when deciding which products to buy.
Yet, consumers often do not recognize ingredients on labels. Eighty-one percent of those surveyed said they do not recognize ingredients on the label of personal care products at least somewhat often. Only 2% of women said they always understand what all the ingredients are. When buying personal care products, 79% of women said they are at least sometimes confused about ingredients listed on the package label. Of those, 45% are often, very often or almost always confused.
When considering a personal care product to buy, if the ingredients on the label are confusing:
- 33% of women would not buy the product and look to another product instead.
- 55% of women would look at another product to see if they understand the ingredients better.
- 44% of women would research the ingredients on their mobile phone while shopping the aisle.