CONSUMERS & BRANDS

Target Group: Skin care users in

Mexico

October 2022
 Global Consumer Survey Target Group Report
Introduction
Report overview
This report analyses consumers that answered ’’Skin
care (facial care, hand care, body care, etc.)’’ to the
multi-pick question ’’Which of these body care and
cosmetics products do you use regularly?’’.
The report offers the reader a comprehensive
overview of skin care users in Mexico: who they are;
what they like; what they think; and how to reach
them. It provides insights on their demographics,
lifestyle, opinions, and marketing touchpoints.
Additionally, the report allows the reader to
benchmark skin care users in Mexico (’’target group’’)
against the average Mexican onliner, labelled as ’’all
respondents’’ in the charts.
The report is updated regularly and is based on data
from the Statista Global Consumer Survey.
2 Notes: (1): See the full methodology for a detailed overview of the study design
Sources: Statista Global Consumer Survey as of October 2022
Global Consumer Survey methodology (1)
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
• 12,000+ for countries with the extended survey
(including Mexico)
• 2,000+ for the basic survey
Sample: Internet users, aged 18 – 64, quotas set on
gender and age
Fieldwork:
• Continuous from January to December
• Countries that receive the extended survey are
updated four times a year
 Skin care users in Mexico
Management summary: key insights
Demographic profile
30% of skin care users are between the
ages 30 and 39.
63% of skin care users are female.
38% of skin care users have a medium
annual household income.
Skin care users are more likely to live in
cities and urban areas than the average
onliner.
Sources: Statista Global Consumer Survey as of October 2022
Consumer lifestyle
Skin care users value similar aspects of
life as the overall onliner.
Fashion and beauty are relatively
prevalent interests of skin care users.
Skin care users are more likely to have
outdoor activities as a hobby than the
average onliner.
Skin care users are more likely to follow
gymnastics than the average onliner.
Consumer attitudes
60% of skin care users state that
dressing well is very important for them.
17% of skin care users are innovators or
early adopters of new products.
A relatively high share of skin care users
think that climate change is an issue
that needs to be addressed.
Many skin care users have centrist
political views.
Marketing touchpoints
89% of skin care users regularly access
the internet via a smartphone.
On social media, skin care users interact
with companies more often than the
average onliner.
Skin care users remember seeing ads
directly in the store more often than the
average onliner
Skin care users remember seeing ads in
online stores more often than the
average onliner.
CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community

• LGBTQ+
 30% of skin care users are between the ages 30 and 39
Demographic profile: life stages

Age of consumers in Mexico

Target group 36% 30% 18% 16%

All respondents 37% 29% 19% 15%

18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years

5 Notes: ’’How old are you?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 63% of skin care users are female
Demographic profile: gender

Gender of consumers in Mexico

Target group 37% 63%

All respondents 50% 50%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 A relatively high share of skin care users have a college degree
Demographic profile: education

Consumer’s level of education in Mexico

54%
49%

23%
19%

12% 11%
8% 8%
5% 6%
1% 2% 2%
0%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target group All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 38% of skin care users have a medium annual household income
Demographic profile: income

Share of consumers in Mexico in the high, middle, and low thirds of monthly household gross income

Target group 36% 38% 27%

All respondents 29% 39% 33%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these body care and cosmetics products do you use
regularly?; Multi Pick; Base: n=962 skin care users, n=10305 all respondents
Sources: Statista Global Consumer Survey as of October 2022
 33% of skin care users live in a household of partners and children
Demographic profile: household classification

Type of households in which consumers in Mexico live​

33%

29%
27%
24%

18%
16%

11%
9% 9%
7%
6%
4% 4%
3%

Single household Couple Single parent Partners Multi- Two or more Other
household household and children generational related adults household types
family
Target group All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135
skin care users, n=12175 all respondents
Sources: Statista Global Consumer Survey as of October 2022
 Skin care users are more likely to live in cities and urban areas than the average
onliner
Demographic profile: type of community

Communities where consumers live in Mexico

34%
34%

22% 22%
19%
18%

12%
10% 10%
9%
6%
3%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target group All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 8% of skin care users consider themselves part of the LGBTQ+ community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in Mexico

Target group 8% 88% 5%

All respondents 7% 86% 7%

Yes No Would rather not say

11 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all respondents

Sources: Statista Global Consumer Survey as of October 2022

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sport activities

• Sports followed
 Skin care users value similar aspects of life as the overall onliner
Consumer lifestyle: life values

Most important aspects of life for consumers in Mexico

57% 57%

45% 45%
39% 40%
36% 34%
33% 34% 32% 32%
30% 29%

12% 11% 12% 13%

5% 5%

An honest To be Learning Safety and A happy Making Advancing Social Having a Traditions
and successful new things security relationship my own my career justice good time
respectable decisions
life
Target group All respondents

13 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care
users, n=12175 all respondents
Sources: Statista Global Consumer Survey as of October 2022
 Fashion and beauty are relatively prevalent interests of skin care users
Consumer lifestyle: main interests

Top 10 interests of skin care users in Mexico

65%
61%
58% 56% 55%
52% 50% 50%
48% 48% 47%
45% 43%
41% 40% 40%
38% 38%
31% 32%

Movies, Science & Food & Health & Travel Fashion Finance & Career & Arts & Family &
TV shows technology dining fitness & beauty economy education literature parenting
& music

Target group All respondents

14 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=556 skin care users, n=6095 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 Skin care users are more likely to have outdoor activities as a hobby than the
average onliner
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of skin care users in Mexico

53%
48% 47%
45% 46%
41% 42% 41%
39% 39% 38%
35% 35% 34% 36% 35% 37%
31% 31%

23%

Reading Traveling Cooking Outdoor Doing Tech & Pets Socializing Video Meditation
& baking activities sports computers gaming & wellness
and fitness

Target group All respondents

15 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=556 skin care users, n=6095 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 46% of skin care users regularly go running and jogging
Consumer lifestyle: sport activities

Top 10 sports activities of skin care users in Mexico

46%
42% 43%
39%
35% 36%

26% 26%
23% 22%
19%
16% 15% 16%
15%
14% 15% 16%
11%
9%

Running Fitness, Soccer Cycling Basketball Dancing Hiking Swimming Yoga & Volleyball &
& jogging aerobics & diving pilates beach
& cardio volleyball
Target group All respondents

16 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=329 skin care users, n=3120 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 Skin care users are more likely to follow gymnastics than the average onliner
Consumer lifestyle: sport followed

Top 10 sports followed by skin care users in Mexico

79%
75%

52%
48%
45% 43%
37%
33%
28% 28%
24% 23% 22% 21% 19%
19% 21%
18%
13% 15%

Soccer American Boxing Basketball Baseball Tennis Gymnastics Volleyball Mixed Motorsports
football Martial Arts

Target group All respondents

17 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=204 skin care users, n=2155 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 CHAPTER 03

Consumer attitudes

• Attitudes towards shopping

• Innovation adoption

• Challenges facing the country

• Politics

18
 60% of skin care users state that dressing well is very important for them
Consumer attitudes: attitudes towards shopping

Agreement with statements in Mexico

80%
75% 72%
68%
60%
49%
41%
34%
28% 28%

Apparel and footwear When shopping, I look Dressing well is very When strolling through I always shop at
have to be, above all, out for special offers important for me stores, I tend to buy the same stores
comfortable and items spontaneously
practical

Target group All respondents

19 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=2034 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 17% of skin care users are innovators or early adopters of new products
Consumer attitudes: innovation

Innovation adopter types based on statements towards innovation by consumers in Mexico

41%
39%

26% 26%

20%
19%
16%
12%

1% 1%

Innovators Early adopters Early majority Late majority Laggards

Target group All respondents

20 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 A relatively high share of skin care users think that climate change is an issue
that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Mexico according to skin care users

74%
71% 69%
65% 65% 62% 63% 61%
59%
56%
53% 51%
48% 48%
46% 44%
40% 39%
36%
30%

Crime Education Unemploy- Poverty Economic Health Rising prices Environ- Food and Climate
ment situation and social / inflation / ment water change
security cost of living security

Target group All respondents

21 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base:
n=1135 skin care users, n=12175 all respondents
Sources: Statista Global Consumer Survey as of October 2022
 Many skin care users have centrist political views
Consumer attitudes: politics

Political attitudes of consumers in Mexico

Target group 23% 34% 25% 18%

All respondents 23% 30% 26% 21%

Left Center Right Prefer not to answer

22 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these body care and cosmetics
products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all respondents
Sources: Statista Global Consumer Survey as of October 2022
CHAPTER 04

Marketing touchpoints

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

• Traditional media usage

 Skin care users remember seeing ads in online stores more often than the
average onliner
Marketing touchpoints: digital advertising touchpoints

Top 10 places where skin care users in Mexico have come across digital advertising in the past 4 weeks

61%
57% 56%
52%
49%
46%
44% 42%
39% 38% 39%
37% 35%
33% 32% 32%
27%
29% 29% 29%

Video Social Online Video Websites Other apps Editorial Music Search Video
portals media stores streaming and apps websites portals engines games
services of brands and apps
Target group All respondents

24 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=556 skin care users, n= 6095 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 89% of skin care users regularly access the internet via a smartphone
Marketing touchpoints: internet usage by device

Devices consumers in Mexico use regularly to access the internet

89% 87%

75%
67%

55%
46% 46%
41% 43% 41%
38% 37%
36%
33%
30% 28%
25% 26%
22% 22%

Smartphone Smart TV Tablet Gaming Desktop PC Regular Streaming Smart Smartwatch Laptop
console laptop device speakers with touch
screen
Target group All respondents

25 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all
respondents
Sources: Statista Global Consumer Survey as of October 2022
 On social media, skin care users interact with companies more often than the
average onliner
Marketing touchpoints: social media usage

Social media activities in Mexico by type​

67% 65%
61% 62% 62%
60%
55% 54% 55%
51%
49% 47%
43% 45%
41%
38% 37%
30% 28%
22%

8% 10%
1% 2%

Liked posts Sent private Posted Commented Followed Shared Liked Posted texts Followed Shared Passive social No social
by other messages pictures on posts people posts by company / status companies company media usage media usage
users / videos other users posts updates posts

Target group All respondents

26 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all
respondents
Sources: Statista Global Consumer Survey as of October 2022
 Skin care users remember seeing ads directly in the store more often than the
average onliner
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Mexico have come across non-digital advertising in the past 4 weeks

58%
54% 54% 53%

43% 45%

30% 30%
26% 26% 26%
23% 24%
22%
17% 17%

On TV Directly in On advertising In printed On the In the movies In printed By mailshot /

the store spaces magazines radio /cinema daily advertising
on the go and journals newspapers mail
Target group All respondents

27 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=556 skin care users, n=6095 all
respondents
Sources: Statista Global Consumer Survey as of October 2022
 Skin care users relatively frequently consume traditional types of media, like TV
and movies in the cinema
Marketing touchpoints: traditional media usage

Type of media consumers in Mexico have been using in the past 4 weeks
95%
91%

73%
68%

58%
51%

39% 38%
34%
31%

TV Movies / cinema Radio Newspapers Magazines

Target group All respondents

28 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1135 skin care users, n=12175 all respondents

Sources: Statista Global Consumer Survey as of October 2022

 GLOBAL CONSUMER SURVEY 2022

Understand what drives

consumers
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consumption and media usage, covering the offline and online
world of the consumer. Our survey is designed to help marketers,
planners, and product managers understand consumer behavior
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+
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 Jan Gewiese Stefan Rau
Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

At Statista he is responsible for designing consumer studies, product automation, At Statista he is responsible for report and process automation. His area of expertise is data
and brand research. analysis using Python and SPSS.

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