Results from joint survey show companies will win by providing products free of toxic chemicals

Teaming up with our friends at Made Safe, we recently surveyed more than 1,600 health-conscious shoppers to understand how consumers view toxic chemicals in products. We found those shoppers want safe and healthy products free of dangerous chemicals—and they will reward retailers and manufacturers who provide them.

You can find all the details in our new factsheet: What Shoppers Want: Safe & Healthy Products.

Our findings underscore the need for retailers to reduce and eliminate chemicals of concern in the products on their shelves and make their efforts transparent. A whopping 84% of shoppers surveyed are much more likely to shop at retailers that have taken steps to eliminate toxic chemicals from products they sell—and 15% are more likely. Retailers who work with our Mind the Store campaign to sell safe and healthy products definitely stand to benefit from this rising consumer demand!

What we heard from shoppers is aligned with other evidence of the growing demand for safer and more transparent products. Companies from Target to Ikea to Kimberly-Clark have seen booming sales of “green” products. And survey after survey has found that more and more consumers are becoming educated label-readers. For instance, a 2015 survey of 1,000 U.S. mothers found that 73% of those surveyed, “often do research to understand the safety of ingredients to which their family is exposed.” This is consistent with what we found.

To learn more, check out our fact sheet on the results: What Shoppers Want: Safe & Healthy Products.