No Growth in Organic Beauty Product Consumer Base?

As more traditional retailers expand their selection of organic food and beauty products, TABS Group reports that there has actually been no growth in the number of U.S. consumers that purchase these products. The Shelton, CT-based company based its findings on its most recent TABS Group Organic Product study.

“The usage results for our latest study were remarkably similar to the results from last year’s study: Organic food and beauty products continue to be niche products, they have not penetrated a mass audience, to date,” stated TABS Group president and founder, Dr. Kurt Jetta. “Identical to last year, only 38% of adults claim to have purchased anything from the major organic categories in the last six months.”

Purchase levels for organic beauty care products also had very low mainstream acceptance with stated purchase for organic skincare at 6% and organic hair care and cosmetics at 4%, according to TABS. TABS said there was no meaningful change in the household penetration of any of these categories compared to the 2008 study.

The TABS Group Organic Product study was conducted among 1,000 representative respondents aged 18-75 in the TNS panel. It was fielded from Dec 3-6, 2009 and it replicated a study that was completed in November 2008, according to the company.