Brazil consumer snapshot: Natural and eco-friendly skin cream purchases driven by higher earners, study flags

17 May 2023 --- Researchers from the Federal Technological University of Paraná in Brazil have investigated sociodemographic factors such as education level, earning capacity, age and frequency of use as having a significant bearing on local purchases of natural or eco-friendly cosmetic creams.

The “check-all-that-apply” method, a question-based survey, was used for 192 female participants of varying ages and determined that women with a postgraduate education show a higher awareness of natural and eco-friendly cosmetics through purchasing behavior.

While there is little data on the worth of the natural cosmetics market in Brazil, a few brands reported a growth of 300%. The Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry puts the sales growth of personal hygiene, perfumery and cosmetic products at 4.7% in the last three years.

Skin care products are among those that recorded the highest increases in sales, with a growth percentage of 13%. According to this study’s researchers, the growing demand for natural and eco-friendly cosmetics leads to greater market competitiveness.

Direct correlation with education
In Brazil, the direct relationship between education and income is evident. For example, the Foundation of the Brazilian Institute for Geography and Statistics – which compared the average income of Brazilians according to their level of education – found that professionals with a specialized postgraduate degree, master’s or doctoral level, have an income that is 150-255% higher than post-high-school-educated professionals.

The study results showed that the frequency of cosmetic cream use among Brazilian consumers is 76.4%, to a frequency of use between daily and more than once per day.

However, only 3.3% of participants indicated that they care about natural ingredient claims, while 6.6% were mindful about 100% natural creams.

According to the researchers, the low percentage of checks of the CATA questions indicates a lack of critical awareness on the subject. A clear example is the analysis of sentences “I do not care how many ingredients the cream has” and “I find it interesting when I see that the cream has few ingredients in its formulation,” with only 10.9% of marks for both.

In contrast, previous research on the Asia-Pacific market found a surge in natural beauty product sales associated with a rise in domestic income and an ingrained fear of climate change.

Frequent consumers tend to be more consciousThe participants completed a survey based on the check-all-that-apply method.
Perceptions of planet-friendly cosmetic cream claims are similarly lacking. Just a quarter of women “prefer creams that have an ecological appeal,” while a low number (3%) “do not worry if the production of the cream harms the environment.”

Notably, the study reveals that those who use cosmetic creams more frequently are often those who are more interested in creams with natural ingredients and eco-friendly marketing. These tend to be older women.

Women with the lowest frequency of use, less than monthly, are not as concerned about these labelings.

Women spending US$11 or less reveal that they do not care how many ingredients the cream has. They also do not pay attention to the composition of the creams they use, but they are still concerned about creams that have natural ingredients.

The group that spends between US$11-21 positively perceived the use of natural and eco-friendly creams.

Parabens and petroleum derivatives
The researchers also focused on the participants’ perceptions around the presence of parabens and petroleum in their creams, as these were widely used additives in the past and are sometimes used in cosmetic formulations today.

The absence of an awareness of the possible adverse health effects caused by using parabens and petroleum derivatives emerged as a marker for the lack of knowledge of the advantages of using natural cosmetics.

Parabens are the most used preservatives in cosmetics and serve to prevent product deterioration by microorganism action and the prevention of the growth of pathogenic microorganisms.

Natural preservatives have gained greater attention in the industry as a healthy alternative to synthetic preservatives deemed toxicological agents. Globally, consumers are increasingly aware about the negative health effects triggered by the absorption of parabens, their retention in the human body in their intact form, their toxicological characteristics and their estrogenic potential.Lack of awareness about the negative effects of paraben and petroleum derivatives is regarded as a marker for lack of knowledge about natural cosmetics.

Conscious formulation advancements
Designing sustainable skin and hair care solutions in line with the conscious beauty movement is a delicate balancing act of naturality, traceability and functionality expectations.

As revealed in a recent PersonalCareInsights Special Report, this year’s host of eco-friendly ingredient launches include plant-based eco-stylers, upcycled wood chips from the rosewood essential oil supply chain and a face-sculpting solution produced through a combination of ancient Asian wellness practices and artificial intelligence.

Earlier this month, pioneering biotech specialist Modern Meadow detailed how it is harnessing microbes to create new sustainable solutions that replace conventional beauty ingredients. In a new partnership with German specialty chemicals giant Evonik, the company will be innovating a host of clean beauty products, including those based on animal-free collagen, using Modern Meadow’s precision fermentation technology Bio-Coll@gen.

In another case of fermentation boosting production of low eco-footprint beauty solutions, “biology-powered” innovator Insempra has launched its first functional ingredient, a 100% natural “violet and raspberry” flavor and fragrance component for beauty and food applications.

By Inga de Jong

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