New research conducted by GfK Group for Natrue focused on what influences natural and organic cosmetic purchases, and the differences in perception of the terms natural and organic. Surveys and focus groups with over 900 women aged 25-65 from across Europe showed that 75% were aware that there is a difference between natural and organic ingredients, with a third of women interviewed indicating they understand the difference.

Nine out of ten women interviewed stated that natural and organic cosmetics should not contain GMOs or artificial ingredients. For 89 percent of research participants, whether the ingredients are harmful is a key purchasing consideration. Other purchasing influences include: allergies (87 percent), fragrance (86 percent), and recyclable packaging (51 percent). 79 percent expect the products to contain only natural ingredients. Concern about artificial ingredients is lower for products that are rinsed off (such as shampoo and body wash), and higher for facial and bodycare products.

Natural and organic cosmetic shoppers fall into three groups: 1) 35% choose natural and organic cosmetics to avoid harmful ingredients. 2) 45% want to avoid negative outcomes for others - mankind, the plant and animal kingdoms, the planet. This is of particular concern to women aged 45 and over. 3) 20% use natural and organic cosmetics because those products must fit with their healthy and natural lifestyle and philosophy. This is of particular concern to women aged 25 to 34. Results of the research were presented at a conference at the European Parliament in November.