Americans are increasingly turning to natural ingredients found in their homes to treat minor injuries and skin irritations, with many trusting these remedies as much as or more than conventional first-aid products, according to a recent survey. The study of 2,000 Americans revealed that 77% rely on natural ingredients for common ailments, a practice often rooted in familiarity and a sense of inherent safety.
Common home treatments include applying honey to cuts, a baking soda paste for mosquito bites, and oatmeal for itchy rashes. Ingredients like aloe vera, tea tree oil, lavender oil, witch hazel, and tallow are frequently cited as trusted remedies. This preference for natural solutions has grown over the past five years, with nearly three-quarters of respondents becoming more attentive to product ingredients, a trend particularly strong among Gen Z and millennials.
Despite this growing awareness, the survey, commissioned by Curad and conducted by Talker Research, found that 40% of respondents acknowledge that less than a quarter of the skin products they use contain natural ingredients. While 41% always check ingredients before purchasing wound or first-aid products, 22% admit they do not regularly consider them.
The survey, which polled 2,000 Americans online between June 1 and June 5, 2026, indicated that 77% of people use natural home remedies as often as, or more often than, they did when growing up. This knowledge is often passed down from parents and older relatives, though friends and social media also play a role in promoting natural remedies.
Specific natural ingredients show efficacy for particular issues: aloe vera and honey are favored for burns, while coconut oil and baking soda are used for scrapes. Lavender oil and charcoal products are used for bruise discoloration. Conventional over-the-counter antibiotic ointments (46%) and adhesive bandages remain in use, with some bandages incorporating natural ingredients (19%) and others not (29%).
"Consumers are increasingly looking to incorporate natural ingredients into their first aid products, just as they have in their food and other areas of their lives," said Kurt Schmidt, senior marketing manager. "Aloe vera, Vitamin E, and baking soda are among the top ingredients people already trust in their home, and the ones respondents most want in their first aid products."
While enthusiasm for natural ingredients is high, there is also confusion about their specific benefits. For instance, while many recognize aloe vera's soothing properties, some mistakenly believe it offers the same SPF protection as sunscreen. Vitamin E oil is acknowledged for scar appearance reduction and skin barrier support, yet some incorrectly associate it with premature aging. Charcoal is the least understood natural ingredient, with many unaware of its impurity absorption and exfoliation properties.
Regardless of complete understanding, the demand persists. Two-thirds of those surveyed find it important for wound care products to contain natural ingredients. Currently, 62% of respondents already have natural or plant-based products in their medicine cabinets, and a majority of those who don't are considering adding them.
"It’s not surprising that 66% of consumers are looking for a natural alternative in the first-aid aisle," Schmidt added. "They want products that are tough on germs but kind to the skin and the environment. We want to help redefine traditional wound care, providing options that infuse natural ingredients to answer the call for meshing the ‘tried-and-true’ with the ‘new.’"