The Australian Financial Reviews’ annual survey of personal care products reveals consumers tend to prefer products that offer a more personal touch than those offered by big brands.
The survey of 3,000 Australians aged 18 and over, which was published on Monday, found a clear trend in favour of products that are more personal.
The trend is most apparent in the category of personal cleansers, which have increased in popularity in recent years.
The majority of consumers said they prefer products with a personal touch, with 77 per cent saying they like products with “a natural feel” and a “soft touch”.
The survey also found that 74 per cent of consumers would buy products from a company with a high-profile product line, compared to just 42 per cent for products from smaller companies.
The AFR’s survey of Australians aged 17 and over found that nearly two thirds of Australians said they would use a product in a new setting when buying a new personal care or cleaning product.
However, the survey found that consumers prefer products from companies with high-volume sales, which means products are likely to sell out quicker.
The top five most popular personal care and cleaning products in the AFR survey were:L’Oreal, Aussie brand: Aged care product with a soft touch, $22.69;L’Oréal, Aged Care product with soft touch: $25.49L’Occitane, Amedio product with warm touch: $19.99L’Gourmand, AMedio product: $24.49Meadowfield, Australian brand: Soft touch, $17.99;Soft touch, Aveda product with natural feel: $20.99Meadowsfield, Airedale brand: Natural feel, $16.99.