{"organism":"Page","children":[{"organism":"Container.Raw","children":[{"organism":"Metadata","model":{"title":"Sustainable personal care ingredients: Riding the wave of evolving consumer demands","text":"In a rapidly evolving, highly competitive personal care global market, it’s critical for brands to stay aligned with consumer preferences. According to Shell Insights, consumers are still prioritising product performance and scent, but they are also increasingly conscious of sustainability.","links":[{"name":"Sustainable personal care ingredients: Riding the wave of evolving consumer demands","value":"https://www.shell.com/business-customers/chemicals/resources/sustainable-personal-care-ingredients.html"}],"image":{"src":"https://www.shell.com/business-customers/chemicals/resources/sustainable-personal-care-ingredients/_jcr_content/root/metadata.shellimg.png/1703779048834/sustainable-personal-care-babycare.png","alt":"A baby washing her hands","width":3840,"height":2160}},"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/metadata"},{"organism":"ContentOwner","model":{},"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/contentowner"},{"organism":"Container.Header","children":[{"organism":"Container.Raw","ref":"https://www.shell.com/_jcr_content/root/header/inherited.model.json","id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/header/inherited","model":{}},{"organism":"Breadcrumb","model":{"links":[{"name":"Home","value":"https://www.shell.com/"},{"name":"Business customers","value":"https://www.shell.com/business-customers.html"},{"name":"Shell Chemicals","value":"https://www.shell.com/business-customers/chemicals.html"},{"name":"Resources & Insights","value":"https://www.shell.com/business-customers/chemicals/resources.html"},{"name":"Sustainable personal care ingredients: Riding the wave of evolving consumer demands","value":"https://www.shell.com/business-customers/chemicals/resources/sustainable-personal-care-ingredients.html"}]},"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/header/breadcrumb"}],"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/header","model":{}},{"organism":"Container.Main","children":[{"organism":"Container.Section","children":[{"organism":"PageHeaderBanner","color":"semitransparent","model":{"title":"Sustainable personal care ingredients: Riding the wave of evolving consumer demands","image":{"src":"https://www.shell.com/business-customers/chemicals/resources/sustainable-personal-care-ingredients/_jcr_content/root/main/section/item.shellimg.png/1719346113078/sustainable-personal-care-babycare.png","alt":"A baby washing her hands","width":3066,"height":1341}},"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/main/section/item"},{"organism":"PromoSimple.Text","color":"inherited","colspan":8,"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/main/section/text_copy_copy","model":{"text":"\u003Cp\u003E\u003Cspan style=\"font-weight: normal;\"\u003EIn a rapidly evolving, highly competitive personal care global market, it’s critical for brands to stay aligned with consumer preferences. Shell Insights, working with Foresight Factory, conducted proprietary global research in February 2023* to shed light on current consumer perceptions that influence ingredient selection in personal care, and the results revealed that a significant shift is underway. Consumers are still prioritising product performance and scent, but they are also increasingly conscious of sustainability.\u003C/span\u003E\u003C/p\u003E\n\u003Ch4\u003ETop desired characteristics, product features, and ingredients of concern\u003C/h4\u003E\n\u003Cp\u003EAbove all, consumers want products that ensure the most effective personal care routines. Across all six countries surveyed—Great Britain, USA, Germany, Brazil, France and China—these were the most non-negotiable product characteristics:\u003C/p\u003E\n\u003Col\u003E\n\u003Cli\u003E\u003Cb\u003EPerformance quality\u003C/b\u003E. Context from a survey respondent from the US: “Overall, people want a product that works and does what is promised and advertised. Why would a consumer want to waste their money on something that doesn’t deliver what they want it to do? Therefore, the performance quality is most important.” \u003Cb\u003E\u003C/b\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Cb\u003EPleasant scent\u003C/b\u003E. Scent is the second most important product attribute, particularly in the USA and with younger consumers, with more than 40% of 18-29-year-olds identifying it as the most important. From a respondent in Germany: “Having and using a product that has a nice smell is much more fun to use for a consumer. We make a connection between the smell and a feeling. For example, a shampoo that smells fresh makes me happy every time I wash my hair.”\u003Cb\u003E\u003C/b\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Cb\u003EDesigned to tackle my hair/skin type. \u003C/b\u003EOne perspective from Great Britain: “We like to feel that products are designed specifically for us, and we will pay more for products that treat us as individuals.”\u003C/li\u003E\n\u003C/ol\u003E\n\u003Cp\u003EThe survey also revealed leading ingredients of concern\u003Csup\u003E**\u003C/sup\u003E most likely to deter consumers from making a purchase for health, safety or environmental reasons:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003EPalm oil\u003C/li\u003E\n\u003Cli\u003EFormaldehyde\u003C/li\u003E\n\u003Cli\u003EParabens\u003C/li\u003E\n\u003Cli\u003EAlcohol\u003C/li\u003E\n\u003Cli\u003ESulfates\u003C/li\u003E\n\u003C/ul\u003E\n\u003Ch4\u003ESustainability demand is rising. How far will consumers go?\u003C/h4\u003E\n\u003Cp\u003ESurvey findings indicate that consumers want brands to demonstrate commitment and progress towards sustainability, even if full sustainability is not yet achievable.\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003EAt least 3 in 4 respondents in every country surveyed expressed substantial interest in bio-based (e.g. soy or corn-based) personal care products.\u003C/li\u003E\n\u003Cli\u003EAs summarised by one respondent from France, “To be honest, I am not searching for 100% sustainable products, but I think that every brand should make an effort. I am okay with 60-70% sustainability, but would avoid brands that make zero effort.”\u003C/li\u003E\n\u003Cli\u003ESustainable products were most widely associated with being “natural”, “eco-friendly” and “healthy”.\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EThis emerging trend presents an exciting opportunity for personal care manufacturers to explore bio-based feedstocks or ingredients as a sustainability solution. While bio-based feedstocks can be more expensive to procure, research indicates that this cost may be strategically passed on to the consumer. According to the study, a growing number of consumers are not just interested in sustainability but are willing to pay at least up to 10% more for more sustainable or natural products. This premium is even higher for daily beauty users.\u003C/p\u003E\n\u003Cp\u003EIn fact, the majority of consumers in all major markets do not want to compromise product performance or experience for sustainability (Great Britain 78%, USA 81%, China 80%, France 80%, Brazil 85% and Germany 73%). There are, however, some characteristics that consumers may be willing to trade off for greater sustainability. When trendspotters were asked what feature they would be willing to sacrifice if a brand were to make their ingredient formulas more sustainable, most picked smell – but only if the product’s performance remained unchanged.\u003C/p\u003E\n\u003Ch4\u003ECertifications are valuable consumer indicators\u003C/h4\u003E\n\u003Cp\u003ECertifications from highly trusted organisations can be critical in helping consumers navigate their choices and help verify whether a product is safe, effective or sustainable, according to the survey.\u003C/p\u003E\n\u003Cp\u003EMore than 25% of global consumers reported they would be less worried if their top “ingredients of concern” (palm oil, formaldehyde, parabens and alcohol) were certified; nearly 30% of global consumers indicated this same sentiment for sulfates.\u003C/p\u003E\n\u003Cp\u003ERelated to performance and quality, consumers are also more likely to choose products that contain science-certified ingredients or formulas. This want is particularly prominent in China, where the research indicates there is a deeper fear of false product claims. In the Chinese market, science-certified ingredients were a top-three priority for 31% of respondents in the 30-44 age group.\u003C/p\u003E\n\u003Cp\u003ESurprisingly, consumers asserted the importance of certifications while also admitting the difficulty of ascertaining which certifications can be trusted. In response, some consumers expressed interest in digital traceability solutions, more accessible ways to learn or understand information and clear product labels.\u003C/p\u003E\n\u003Cp\u003E\u003Ca href=\"https://cloud.chemical.shell.com/certifications-webinar-on-demand\"\u003EWatch our latest webinar\u003C/a\u003E where our experts discuss the considerations needed when choosing a voluntary certification system to help product manufacturers meet rising consumer demand for sustainable products.\u003C/p\u003E\n\u003Ch4\u003ESustainable steps forward\u003C/h4\u003E\n\u003Cp\u003ESurvey insights suggest a challenge to brands--incorporate more sustainable ingredients and processes, but not at the expense of performance. Product manufacturers and brand owners should consider verification or certification from a trusted source, as well as some degree of consumer education and engagement to maximise the return on these efforts.\u003C/p\u003E\n\u003Cp\u003ENevertheless, there are bright spots in the path ahead. Bio-based feedstocks may lead to personal care products with unique properties that continue to meet consumer demand for high performance (\u003Cstrong\u003EIndustrial Biotechnology\u003C/strong\u003E, February 2023), and drop-in bio-based materials are available today that do not require significant changes to the manufacturing process (\u003Cstrong\u003EDeloitte\u003C/strong\u003E, June 2023). Further, the trend toward simplified supply chains can help improve transparency for sustainability claims, enabling clear information about the origin and impact of products (\u003Cstrong\u003EWorld Economic Forum\u003C/strong\u003E, September 2023).\u003C/p\u003E\n\u003Ch4\u003E*\u003Cstrong\u003EMethodology:\u003C/strong\u003E\u003C/h4\u003E\n\u003Cp\u003EAll statistics/claims are from Shell Insights/Foresight Factory unless otherwise indicated.\u003C/p\u003E\n\u003Cp\u003EShell Insights, working with Foresight Factory, conducted proprietary global research in February 2023 that surveyed approximately 1,800 participants across Great Britain, the USA, China, France, Brazil and Germany to identify levels of and reasons for concern and understand consumer attitudes/awareness regarding different personal care ingredients. The research utilised a quant survey, Bandwidth, Google Trends and in-depth Trendspotter consultations.\u003C/p\u003E\n"}},{"organism":"PromoSimple","color":"brand5-solid","colspan":4,"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/main/section/promo","model":{"title":"Develop your solutions with Shell Chemicals to shape the everyday","text":"\u003Cp\u003ETo keep brands relevant, competitive and sustainable, Shell Chemicals offers flexible, scalable sustainability solutions for innovative product formulations, including bio-based feedstocks for home and personal care product manufacturing, based on a mass balance approach to certify the amount of bio feedstocks used in production.\u003C/p\u003E\r\n\r\n\r\n\u003Cp\u003ELearn more about strategically integrating bio-based ingredients!\u003C/p\u003E\r\n\r\n\r\n\r\n\r\n","links":[{"name":"Connect with a sustainability expert","value":"https://www.shell.com/business-customers/chemicals/sustainability.html"}]}},{"organism":"PromoSimple.Text","color":"inherited","colspan":8,"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/main/section/text_270676514","model":{"text":"\u003Ch4\u003E**Footnotes\u003C/h4\u003E\n\u003Cp\u003E\u003Cstrong\u003EPalm oil\u003C/strong\u003E Oil palm is the second largest source of edible oil, next only to soybean. It contributes approximately one-fifth of the world’s production of oils and fats (\u003Cstrong\u003E\u003Ca href=\"https://www.sciencedirect.com/topics/agricultural-and-biological-sciences/palm-oil\" target=\"_blank\"\u003EScience Direct\u003C/a\u003E\u003C/strong\u003E, 2023). Most consumers who avoid palm oil do so due to its negative impact on the environment.\u003C/p\u003E\n\u003Cp\u003E\u003Cb\u003EFormaldehyde\u003C/b\u003E is a colorless pungent gas in solution made by oxidizing methanol (\u003Cstrong\u003E\u003Ca href=\"https://thechemco.com/chemical/formaldehyde/\" target=\"_blank\"\u003EThe Chemical Company\u003C/a\u003E\u003C/strong\u003E). In personal care products, it is used as a preservative to prolong shelf life and prevent bacterial contamination. Concerns are mostly driven by fears that it is an unsafe ingredient that poses serious health risks.\u003C/p\u003E\n\u003Cp\u003E\u003Cb\u003EParabens\u003C/b\u003E are a family of related chemicals that are commonly used as preservatives in cosmetic products (\u003Cstrong\u003E\u003Ca href=\"https://www.fda.gov/cosmetics/cosmetic-ingredients/parabens-cosmetics#:~:text=Parabens%20are%20a%20family%20of,both%20the%20products%20and%20consumers\" target=\"_blank\"\u003EFDA\u003C/a\u003E\u003C/strong\u003E). A majority of concerned consumers believe that parabens may cause major health issues such as endocrine and hormone disruption.\u003Cbr\u003E\n\u003C/p\u003E\n\u003Cp\u003E\u003Cb\u003EAlcohol\u003C/b\u003E is used in personal care products for its high volatility (it disappears immediately after application) and its drying, refreshing and antimicrobial properties (\u003Cstrong\u003E\u003Ca href=\"https://inside-our-products.loreal.com/ingredients/alcohol-cosmetics#:~:text=In%20cosmetics%2C%20alcohol%20is%20used,on%20the%20skin%20or%20hair\" target=\"_blank\"\u003ELoreal\u003C/a\u003E\u003C/strong\u003E). Consumers are concerned that it may cause minor health issues, and some think there are better ingredients.\u003C/p\u003E\n\u003Cp\u003E\u003Cb\u003ESulfates\u003C/b\u003E are surfactants, meaning they attract both oil and water (\u003Cstrong\u003E\u003Ca href=\"https://odelebeauty.com/blogs/the-rinse/what-are-sulfates\" target=\"_blank\"\u003EOdele\u003C/a\u003E\u003C/strong\u003E, April 2021). They are avoided mostly due to their ability to disturb, irritate and dry the skin.\u003C/p\u003E\n"}},{"organism":"PromoSimple.Text","color":"inherited","colspan":8,"id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/main/section/text_607510433","model":{"text":"\u003Ch4\u003ESources\u003C/h4\u003E\n\u003Cp\u003E“Alcohol in Cosmetics.” \u003Ci\u003ELoreal.\u003C/i\u003E https://inside-our-products.loreal.com/ingredients/alcohol-cosmetics#:~:text=In%20cosmetics%2C%20alcohol%20is%20used,on%20the%20skin%20or%20hair.\u003C/p\u003E\n\u003Cp\u003EArunachalam, V.“Palm Oil.” \u003Ci\u003EScience Direct. \u003C/i\u003Ehttps://www.sciencedirect.com/topics/agricultural-and-biological-sciences/palm-oil\u003C/p\u003E\n\u003Cp\u003E“Biotechnology: Personal Care Market Report.” \u003Ci\u003EIndustrial Biotechnology\u003C/i\u003E. February 2023. https://www.liebertpub.com/doi/10.1089/ind.2023.29299.cro\u003C/p\u003E\n\u003Cp\u003E“Formaldehyde.” \u003Ci\u003EThe Chemical Company\u003C/i\u003E. https://thechemco.com/chemical/formaldehyde/\u003C/p\u003E\n\u003Cp\u003E“Nature Positive: Role of the Household and Personal Care Products Sector.” \u003Ci\u003EWorld Economic Forum\u003C/i\u003E. September 2023. https://www3.weforum.org/docs/WEF_Nature_Positive_Role_of_the_Household_and_Personal_Care_Sector_2023.pdf\u003C/p\u003E\n\u003Cp\u003E“Parabens in Cosmetics.” \u003Ci\u003EFDA\u003C/i\u003E, February 2023. https://www.fda.gov/cosmetics/cosmetic-ingredients/parabens-cosmetics#:~:text=Parabens%20are%20a%20family%20of,both%20the%20products%20and%20consumers.\u003C/p\u003E\n\u003Cp\u003E“The Truth About Sulfates.” \u003Ci\u003EOdele\u003C/i\u003E. April 2021. https://odelebeauty.com/blogs/the-rinse/what-are-sulfates\u003C/p\u003E\n\u003Cp\u003EYankovitz, David et al. “The future of materials.” \u003Ci\u003EDeloitte\u003C/i\u003E. (June 2023) https://www2.deloitte.com/us/en/insights/industry/oil-and-gas/the-future-of-materials.html\u003C/p\u003E\n"}},{"organism":"PromoFull","color":"brand3-solid","id":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients/jcr_content/root/main/section/promo_copy","model":{"title":"Help meet your sustainability goals","text":"\u003Cp\u003ENo matter where you are in your sustainability journey, Shell Chemicals can help and allow you to set the pace. 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According to Shell Insights, consumers are still prioritising product performance and scent, but they are also increasingly conscious of sustainability.","links":[{"name":"canonical","value":"https://www.shell.com/business-customers/chemicals/resources/sustainable-personal-care-ingredients.html"},{"name":"errorUrl","value":"https://www.shell.com/error.html"},{"name":"hierarchy","value":"en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients"},{"name":"homeTitle","value":"Shell Global"},{"name":"homeUrl","value":"https://www.shell.com/"},{"name":"locale","value":"en-GB"},{"name":"title","value":"Sustainable personal care ingredients: Riding the wave of evolving consumer demands | Shell Global"},{"name":"textDirection","value":"ltr"},{"name":"template","value":"base"},{"name":"contentPath","value":"/content/shell/corporate/global/en_gb/business-customers/chemicals/resources/sustainable-personal-care-ingredients"},{"name":"externalDisclaimerText","value":"Shell plc Legal Disclaimer\r\n\r\nYou are now leaving the Shell global website.\r\n\r\nThe link you have selected will direct you to a website that is not controlled by Shell plc or any member of the Shell Group. 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