Cosmetics consumers going cruelty-free

Market research company Roy Morgan Research has found that consumers are making the shift towards cruelty-free beauty products. The findings align with the news that the Australian Labor Party is currently consulting with the public on the possibility of phasing out the importation, manufacture, sale and advertising of cosmetics or cosmetic ingredients tested on animals.

Angela Smith, group account manager - consumer products, Roy Morgan Research, explained, “Although cosmetics animal-testing does not take place in Australia, it is not technically illegal; furthermore, many companies import ingredients that have been tested on animals even if they don’t conduct the tests themselves. The legislation proposed by the ALP and the Greens would make this illegal.”

In a survey of over 6000 Australian women asked which features were important to them when buying cosmetic products, 43% nominated ‘Not tested on animals’; up by 3% since March 2012 and overtaking sun protection factor/SPF in importance (40%). This makes it one of only three qualities which trended upward (the others being ‘Quality brand’ and ‘Moisturising benefits’, which both rose by 0.5% or less) out of the 10 features listed.

‘Not tested on animals’ is now the third-most important factor to women when purchasing cosmetics, sitting behind ‘Value for money’ (58%) and ‘Natural look’ (50%). Women aged between 50 and 64 are most likely to name this factor as one of their key criteria when buying cosmetics (46%); however, the importance of this feature has risen among all age groups, with the largest proportional growth being among the 14-25 age bracket, which has seen an increase from 38 to 43%.

Of Australian women who bought cosmetics in an average six months, those who nominated ‘No animal testing’ as important to them showed a greater likelihood of buying make-up brands known for their cruelty-free policies. In the year to March 2014, these women were:

• 41% more likely to buy Australis products
• 40% more likely to buy Body Shop products
• 37% more likely to buy Natio products, and
• 32% more likely to buy Nude by Nature products.

Smith concluded, “Cosmetics marketers and manufacturers keen to maintain their competitive edge in an increasingly crowded market would benefit from bearing this emerging trend in mind when planning their communications strategies - especially if the legislation is passed.”