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In Canada, What individual profile (age, sex, income, occupation type, lifestyle, level of education, interests, purchasing behavior, ...) is most conducive to obtain a 100% natural body care product, and handmade at a premium price (about $ 40/product)?
Canadian skin care market
Many Canadians are turning to premium skin care products for their high quality natural ingredients. This is said to be part of a larger lifestyle trend that focuses on well-being overall. In fact, 40% of the Canadian skin care market is for premium care products. Advertising of ingredients and potential benefits has become critical in attracting consumers. 15% of Canada’s population is Asian-Canadian and these individuals give high priority to skin care.
Age, sex & purchasing behavior
We found millennials, aged between 18-34 years old, are driving the natural/handmade industry. In fact, 60% of millennials purchase natural products that are good for the environment, with 54% seeking out premium products. Etsy, a handmade craft website, states that 57% of millennials are more likely to visit their site than other generations.
Women between the ages of 18 and 34 are said to be the most concerned about the ingredients in the beauty products they buy, with three out of four placing importance on buying green products. The number of women between 35 and 54 selecting green products has increased by 10% to reach 69% over last year.
We also found evidence that "parents are more likely to purchase personal care products that are natural or organic than non-parents". This is likely due to parents being more aware of potentially harmful ingredients in their children’s personal care products, as well as in their own.
Income, occupation, lifestyle & education
In order to find more information about the target market, we researched companies that sell products closely related to a 100% natural body care product at a premium price. We were unable to find additional demographic information specifically for Canada. So we studied information about the natural/handmade industry as a whole. Our findings relate to all individuals using natural/handmade products and therefore, relate to Canadians too.
We also studied Whole Foods, a premium grocery store featuring natural products. Whole Foods has the core value of "selling the highest quality natural and organic products". Their shoppers are people who earn an income that is above the national average, are environmentally conscious, and lead healthy lifestyles. Most individuals also have college degrees, work for high tech companies, and live in upscale metropolitan and suburban neighborhoods.
Interests
Another company that sells products closely related to a 100% natural body care product at a premium price is Burt’s Bees. Burt's Bees manufactures over 350 natural skin care products. In general, Burt's Bees customers are under the age of 34, are Asian, and have no kids. Their incomes are higher, with most customers earning between $80,000 and $125,000 per year. In addition, Burt's Bees customers are highly educated, with the majority of them having earned advanced degrees.
In terms of interest, Burt's Bees customers are focused on green living, are environmentally conscious, and are dedicated to healthy eating. They also enjoy outdoor activities more than the average consumer and they often visit farmer's markets when they are in season. Burt's Bees also reports that their customers like to socialize by frequently dining out and by visiting the mall with friends.
As with most millennials, Burt's Bees customers prefer experiences over material goods, which means they enjoy sports, exercise, and outdoor activities more than other generations. They seek variety and excitement and want to look good at all times during these experiences.
Summary
The individual profile of a Canadian female who is conducive to buying a 100% natural care, and handmade product at a premium price is an Asian-Canadian, 18-34 years old. We understand this woman is likely a parent, with a college degree. Working in a high tech company and living in an upscale neighborhood. She likely makes more than the national average and is interested in health and wellness. She lives a holistic lifestyle, and is environmentally conscious.