The Organic Consumers Association implemented an expansive consumer survey in late January of 2007. The survey results indicate consumers are widely confused by current labeling techniques used by most popular organic personal care products.  

WHO TOOK THE SURVEY?

The survey was sculpted with the assistance of organic industry experts, including organic personal care product manufacturers, organic certifiers, and consumer rights protection advocates. The 19 question survey, was taken by more than 5,500 consumers who regularly purchase organic products. The participants of the survey represent shoppers who go out of their way for organic products. 74% of survey respondents say that most or “a good portion” of their personal care products contain organic ing red ients.

CONSUMERS MISUNDERSTAND THE MEANING OF “MADE WITH ORGANIC”

Nearly half of the survey respondents incorrectly believe that a product labeled as “Made with organic ingredients” is either “all” or “nearly all” organic ing red ients. In reality, there are no federal regulations requiring personal care products labeled as “Made with organic ing red ients” to contain any particular level of organic ing red ients, and most personal care products using this label are made up of 70% or fewer organic ing red ients.

CONSUMERS MISUNDERSTAND WHAT “CERTIFIED” MEANS

Surprisingly, only 16% of survey respondents were aware that a personal care product with the “USDA Certified Organic” seal on its label is very likely more organic than a product that only lists a certifying agency. In the actual marketplace, more than 95% of personal care products are not organic enough to meet the criteria requi red to use the USDA organic seal, and these products, which often contain multiple conventional synthetic ing red ients, simply list a certifying agency for the organic ing red ients contained in the product. According to this survey, consumers are confused by the listing of the certifying agency or wording such as “contains certified organic ing red ients” and falsely assume it means the whole product is organic.

CONSUMERS HAVE STRONG OPINIONS ABOUT SYNTHETIC INGREDIENTS

Although most personal care products with organic labeling contain some mix of synthetic ing red ients, 60% of survey respondents indicated that even products labeled as “70% organic” should not contain synthetic ing red ients and 30% said synthetics should only be allowed only if they are manufactu red from organically derived sources.  This percentage may be tempe red when compa red to the fact that 55% of respondents didn’t know some synthetic ing red ients are currently allowed under the USDA National Organic Program for food products. The organic personal care survey also found that 67% of organic consumers believe that a personal care product that is allowed to contain new additional synthetic ing red ients in the "made with" category, should require front paneling labeling stating: "This Product Also Contains Synthetic Ing red ients".

CONSUMERS THINK PRODUCTS WITH THE WORD “ORGANIC” IN THE BRAND NAME SHOULD REALLY BE ORGANIC

An overwhelming 98.6% of organic personal care survey respondents believe that a product with a derivation of the word "organic" in its brand name should either be 100% organic, or, at the very least, should NOT contain synthetic detergents and preservative ing red ients that are not currently allowed under the NOP.

To view the full survey and its results, go to www.organicconsumers.org/bodycare/surveysummary.htm

If you have questions about the survey, contact the Organic Consumers Association

218-226-4164.

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