The preferences of Hermosillo consumers towards artisanal soaps

Abstract

The cosmetics industry maintains positive growth trends, and soap is one of the best known and most widely used products. Usually its use is intended for hygiene and health care, however, in recent years the market for so-called "cosmeceutical" products has grown, merging pharmaceutical and cosmetic attributes with a therapeutic approach. In this context, handmade soaps gain relevance and achieve a better positioning in the market. Hence, the objective of this research is to know the preferences, as well as purchase and consumption habits towards handmade soaps by the consumers of Hermosillo. From descriptive analysis it was identified that handmade soap is a product mostly demanded by the female segment with a medium-high purchasing power. The importance of natural products is also recognized, even though the consumption of soap with these characteristics is not common, since the price factor is a limiting factor. In addition, the scarce availability in commercial establishments limits their purchase. Preferences indicate that consumers are looking for a soap that leaves a pleasant scent on the skin, as well as the benefits of hydration, exfoliation and softness.