American women are increasingly evaluating the contents of their personal care products and still walking away confused as to what the ingredients are and whether or not they fit into their personal requirements. In response, shoppers are more willing to comparison shop for personal care products with recognizable ingredients and pay more for those products, according to a study from Label Insight, which surveyed more than 1,000 consumers on the importance of ingredients in personal care products, feelings of confusion with personal care product ingredients and labeling, and the behavioral impact of this confusion on purchasing behavior.Label Insight’s 2017 Ingredient Confusion study found that consumers consider ingredients when evaluating personal care products. For example, 68% of those surveyed believe it is important or extremely important to consider the ingredients when deciding which products to buy.
However, consumers often do not recognize ingredients on labels; 81% of those surveyed 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 of the ingredients are.