Cosmetics and personal care: What does the Consumer Think?

In Central America more than 16 million people show interest online in cosmetics and personal care products, with fragrances, and hair and skin protection products being some of the most highly positioned terms in the minds of consumers with high purchasing power.

Monday, August 31, 2020

An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, shows interesting results on the preferences and tastes of people in various foods, products, services, restaurant chains and activities.

Below is an extract of the analysis: 

Seven out of every ten people that at a regional level and in the digital environment have expressed interest in cosmetics are women, a group of consumers largely located in a demographic range between 26 and 35 years.



When analyzing the types of items associated with interest in cosmetics, Guatemalan consumers classified as high socioeconomic level, quite often relate the terms hair products, fragrances and lipstick with these products. In the case of the Salvadoran market, makeup brush, skin care and hairstyle are some of the words that people with high income associate to the topic.

In the digital environment of Costa Rica, skin care, facial, lipstick and hair conditioner are some of the types of products that consumers classified as high purchasing power most associate with the cosmetics market, while in Honduras, fragrances, hairstyles, makeup and facial are four of the words that people of "medium-high" socioeconomic level most relate to these types of items.

The analysis details that in Panama, some of the types of cosmetics that have positioned themselves more in the minds of consumers of "high" socioeconomic level are natural products for skin care, hair conditioners and anti-aging creams, and in the Nicaraguan market masks, lipstick and fragrance, are among the words that most monopolize the digital interactions of consumers in general.

This summary is only a part of a deeper analysis that can be developed at the level of each country and type of cosmetic, comparing with competitors and segmenting the results by areas, socio-demographic characteristics, purchasing power of individuals, store format, relationship with other terms associated with the product, among other details.

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