Identify Consumer Segments Research Articles

Identifying NFT consumer segments: a consumption value theory and luxury perspective

PurposeThe present research takes a qualitative approach to examine young adult consumers’ perceptions and intentions toward non-fungible tokens (NFTs). The goal of the study is to identify consumer sub-segments of young adults based on their perceptions of/intentions toward NFTs.Design/methodology/approachThis research utilized qualitative/thematic analysis.FindingsThe results revealed three sub-segments of young adults with different perceptions of NFTs. The largest group, Authenticators, perceive NFTs as luxurious digital possessions that are prestigious, have premium prices and are high quality. They are most likely to be early/late majority, but some are innovators/early adopters. The second-largest group, Pessimists, hold negative views about NFTs, seeing them as fads, silly and/or a waste of time and believing that investing in them is risky. These individuals are most likely to be laggards in terms of adoption. The smallest group, Futurists, hold forward-thinking views about NFTs. They are most likely to see themselves as innovators/early adopters, think of NFTs as the future of asset ownership, investment and digital life, and do not perceive them as overly risky.Originality/valueThe findings add to the scant literature on NFTs in marketing by documenting three potential sub-segments of young adult consumers for NFTs. NFT marketers should take care in effectively marketing NFTs’ value and addressing their risks to consumers as they relate to the identified consumer segments.

Consumer Segmentation and Market Analysis for Sustainable Marketing Strategy of Electric Vehicles in the Philippines

Despite the steady rise of electric vehicles (EVs) in other countries, the Philippines has yet to capitalize on its proliferation due to several mixed concerns. Status, socio-demographic characteristics, and availability have been the main concerns with purchasing EVs in the country. Consumer segmentation and analysis for EV acceptance and utility in the Philippines were determined in this study due to the need for understanding consumer preferences and market segmentation towards EVs in the Philippines. A total of 311 valid responses coming from EV owners were collected through purposive and snowball sampling approaches. The data were collected via face-to-face distribution and online distribution of a questionnaire covering demographic characteristics for market segmentation. Demographic data such as gender, age, residence type, car ownership, and income were used to identify consumer segments using the K-means clustering approach. Jupyter Notebook v7.1.3 was used for the overall analysis, and the number of clusters was optimized, ensuring precise segmentation. The results indicated a strong correlation between car ownership and the ability to purchase EVs, where K-means clustering effectively identified consumer groups. The groupings also included “Not Capable at All” to “Highly Capable” individuals based on their likelihood to purchase EVs. Based on the results, the core-value customers of EVs are male, older than 55 years old, live in urban areas, own a vehicle and car insurance, and have a monthly income of more than PHP 130,000. Following those are high-value customers, considered target users expected to use EVs frequently. It could be posited that customers are frequent purchasers of products and services. Based on the results, high-value customers are male, aged 36–45 years old, live in urban areas, own a car, have car insurance, and have a monthly income of PHP 100,001–130,000. Both of these should be highly considered by EV industries, as these characteristics would be the driving market of EVs in the Philippines. The constructed segmentation provided valuable insights for the EV industry, academic institutions, and policymakers, offering a foundation for targeted marketing strategies and promoting EV adoption in the Philippines. Moreover, the sustainable marketing strategies developed could be adopted and extended among other developing countries wanting to adopt EVs for utility. Future works are also suggested based on the study limitations for researchers to consider as study extensions, such as a holistic approach to EV adoption that considers environmental, social, and economic factors, as well as policies and promotion development.

Analysing Purchase Preference Towards Geographical Indications (GIs) Using Consumer Segmentation Approach

Consumers of local food products often face a dilemma regarding their purchase decisions due to the non-availability of information that is required to assess the quality of the product. To reduce this information asymmetry, the Geographical Indication Registry in India issues a Geographical Indication tag (GI tag) as a community right to the growers of local special products originating from a region, town or country. The GI tag symbolises uniqueness, curtails counterfeit products' spread, and reduces information asymmetry. This study has taken a select case of Udupi Mattu Gulla Brinjal, a GI horticulture produce grown by a community-based enterprise (CBE) in the Udupi District of South India. This research work aims to study and analyse consumer preference towards Udupi Mattu Gulla Brinjal (GI) using a consumer segmentation approach. The Principal Component Analysis technique has been used to identify statements with discriminatory power. Subsequently, the statements of research importance have been used to identify consumer segments using a two-step clustering approach. The study results have identified three important consumer clusters based on the analysis of consumer preference characteristics. Thereafter, marketing strategies have been proposed after analysing the profile of each segment. The study is undertaken as a response to an initiative from the Sustainable Development Goals (SDGs) Coordinating Centre, Government of India, to partner the development of agriculture in the local area of Udupi District. The objectives of the study are consistent with SDG goal 11 (sustainable communities) and SDG goal 12 (responsible consumption).

The Importance of Animal Welfare and Country of Origin in Consumer Preferences: A Cross-National Study

Livestock husbandry systems are controversially discussed in society, politics and science. Since exporting countries such as Germany, the Netherlands or Denmark produce pork under higher animal welfare standards, the question arises if it will be competitive on the international market. We used a factor and cluster analysis to identify consumer segments in Japan, South Korea, Italy and Poland and to determine the instruments necessary to make animal welfare more popular. Each study country revealed three consumer groups: One group is interested in animal welfare and meat quality attributes but prefers domestically produced pork. Another group is price sensitive and without expectations. Finally, a third group is interested in animal welfare and accepts imported products. To address consumers in this group, informational campaigns and target market-oriented strategies are necessary.

A data‐driven approach to improve online consumer subscriptions by combining data visualization and machine learning methods

AbstractEffective online consumer research helps companies on defining a successful strategy to increase user loyalty and shape brand engagement. Digital innovation introduced a dramatic change in businesses, particularly in the online news industry. Content consumers have a wide offer across different channels which increase the digital challenge for online news media companies to retain their readers and convert them into online subscribers. Furthermore, digital news publishers often strive to balance revenue sources in online business models. Thus, this study fills a gap in the literature on media consumer research by proposing a data‐driven approach that combines two machine learning (ML) models to allow managers dynamically improve their marketing and editorial strategies. Firstly, the authors present an online user profiling to identify consumer segments based on the interplay between several engagement’ variables substantiated in the literature research. Second, as few studies have explored the factors influencing users' intention to pay for such services, the eXtreme Gradient Boosting ML algorithm identifies the predictors of consumer's willingness to pay. Third, a dashboard presents the key performance indicators across the audience funnel. Thus, practical implications and business suggestions are presented in a two‐fold strategy to maximize revenue from digital subscriptions and advertising. Findings provide new insights into an engagement approach and the relation to acquire a digital subscription in online content platforms. We believe that the provided recommendations are potentially useful to help marketing and editorial teams to manage their customer engagement process across the funnel in a more efficient way.

Effects on beer attribute preferences of consumers' attitudes towards sustainability: The case of craft beer and beer packaging

Beer consumers are becoming increasingly discerning about the products they buy, and the value they attach to sustainable brewing is growing. The aim of this research was to analyse how consumers' attitudes towards sustainability influence their preferences for out-of-home beer. Different beer attributes were consider including price, beer packaging, type of brewing (industrial, craft) and the alcohol content of beer. The research also sought to identify consumer segments that exhibit more positive attitudes towards more sustainable beer production. By using data from surveys of Spanish beer consumers, the results show that beer consumers that are more committed to sustainability are those that attach the least importance to price and are more interested in craft beers. The perception of craft beer as a more local or handcrafted is the proposed reason for this preference. In terms of beer packaging, this segment of more environmentally committed consumers value glass bottles over cans; however, they do not show a clear preference for keg beer, which would be a more sustainable form of consumption.

Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK

PurposeThis study aimed to identify and profile segments of seaweed consumers in the United Kingdom.Design/methodology/approachHierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).FindingsCluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.Practical implicationsThe results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.Originality/valueThis study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.

Consumer segments less or more willing to adopt foods with microalgae proteins

The use of microalgae proteins as an alternative protein source in the European food market is becoming increasingly important. Despite their potential, these foods are still relatively unknown to European consumers. Therefore, it is crucial for their successful market introduction to explore consumer awareness, perception and willingness to try them. The objectives of this study were to identify factors shaping willingness to try and consumer segments likely to adopt foods with microalgae proteins. Data were collected via a quantitative online survey (N = 3027) in five European countries: the Netherlands, Germany, Hungary, Spain, and Italy. First, binary logistic regression showed that a flexitarian diet, general health interest, food neophobia, and environmental concern significantly shaped willingness to try foods with microalgae proteins. Second, factor analysis identified two dimensions of consumers’ perceptions about foods with microalgae proteins: credence attributes related and experience attributes related. Third, these perception constructs were used alongside willingness to try in a two-stage segmentation analysis to identify consumer segments willing to adopt foods with microalgae proteins. The analysis yielded four segments, “Enthusiast”, “Cautiously curious”, “Undecided”, and “Uninterested”. Finally, the segments were profiled in terms of sociodemographic characteristics, attitudes and perceptions by means of a multinomial logistic regression (n = 2957). Consumers with a higher general health interest, stronger environmental concern, and greater interest in information about foods with microalgae proteins were more likely to be part of segments with a higher willingness to try and more favorable perceptions. Consumers with higher levels of food (technology) neophobia, were more likely to be part of segments with a lower willingness to try and less favorable perceptions. This study has shown that segmentation proves useful to identify and profile consumers who would be less or more likely to adopt foods with microalgae proteins and enables more effective tailoring of marketing and further research efforts.

Consumers' insight and behaviour towards mango quality and safety attributes: implications for integrated value chain development

PurposeThe purpose of this research is to segment Pakistani consumers based on their insights and preference towards mango quality and safety attributes and to demographically characterise each segment so that effective value chain (VC) development strategies may be developed.Design/methodology/approachFactor and cluster analysis were applied to data collected from 400 mango buyers randomly selected from seven different cities in Pakistan.FindingsThis empirical study identified four distinct segments of mango consumers in Pakistan. The diversity of consumers' perception was mainly based on four factors: food safety, price and marketing, physical quality and shelf life. Based on their demographic characteristics and preferences for product attributes, the identified consumer segments can be classified as “traditional consumers,” “safety-conscious consumers,” price and market-sensitive consumers,” quality-sensitive consumers” and “perfect consumers.” This knowledge is useful to develop mango VCs that target specific consumer segments based on their chain level abilities and aspirations.Research limitations/implicationsThis study offers actors of mango VCs an enhanced understanding of consumer segments based on their perceived preferences towards the quality and safety attributes of mangoes, which would help VC actors design and develop business strategies that deliver value specific to each consumer segments. Findings of this study could also be useful to policy makers to design extension strategies that promote food safety and quality standards in mango VCs. Moreover, this study presents yet another case of consumer segmentation study for VC development in developing countries, adding a stepping stone towards a general VC theory development.Originality/valueThe findings stimulate the momentum of the growing literature, particularly in the developing countries on consumer insights and behaviour toward fruit quality and safety attributes of mangoes.

The impact of chemophobia on wine consumer preferences explored through the case of sulphites

Chemophobia refers to the fear of chemicals and the belief they are harmful or toxic. This phobia can influence people's attitudes and behaviours towards the use of chemicals in food products and other consumer goods. Focusing on the wine sector, there is a growing interest in understanding how consumer perceptions of wine-related health issues affect wine purchasing. In this regard, the presence of sulphites in wine production has become a key topic in the wine industry, as their use is crucial in traditional wine production. The aim of this research was to assess the relationship between the degree of neophobia (wine neophobia and food technology neophobia) and chemophobia in wine consumers and to determine how the presence of sulphites in wine affects their purchasing preferences. The research also aimed to identify consumer segments that exhibit greater acceptance of wines without added sulphites. By using data of 562 surveys to Spanish wine consumers, the results obtained suggest that wine consumers have a relatively high level of chemophobia and show a strong preference for wines without added sulphites. The results of the consumer segmentation showed that higher levels of education and income were generally associated with lower levels of chemophobia. Our results reveal the real perceptions of consumer risk towards the presence of sulphites in wine and show how education and information play a key role in the perception of chemical-related risks in foods.

Food interests, preferences and behaviours: a profile of the sustainable food consumer

PurposeSustainability challenges are omnipresent. This study aims to identify consumer segments based on food consumption practices from purchasing to disposal. A priori work identified quality attributes, food responsibility, dietary choices and food organisation and management within the home as key influences. Each represents an opportunity for consumers to employ more sustainable food behaviours. A priori work identified several indicators for each of these influences. This study explored the suitability of these indicators for measuring the identified key influences.Design/methodology/approachThe authors used an online survey of 324 Irish food consumers in January 2021 to address online food interests, purchasing preferences and purchase behaviour linked to food sustainability.FindingsThe authors identify four consumer segments – food dabblers, food appreciators, pro-sus and pressured – which present a holistic view of the sustainable behaviours practiced by food consumers. The findings provide insight into the range of sustainability-related food behaviours actioned by consumers – from interest in meat-free products, organics and local produce to having an organised stock at home and minimising waste. The findings shed light on how consumers integrate elements of sustainability into their food lifestyles.Originality/valueThis study captures sustainability-related food behaviours from the point of purchase through to consumption and disposal and identifies four new consumer segments based on interests, preferences and behaviours.

Preference for branded fresh produce and consumers' need for uniqueness: A mixed-methods investigation of consumer choice and thought process

Branding is an important tool to increase a product's value. Fresh fruits and vegetables are largely unbranded. This study aimed to 1) investigate consumer preferences for brands (including brand transfers) of fresh produce, compared with other extrinsic attributes, 2) identify consumer segments and describe them with the psychological scale “food and beverage need for uniqueness” (FBNFU), and 3) explore consumer thought processing of brands during choice. We applied a concurrent mixed-methods approach: a discrete choice experiment and latent class analysis (quantitative) and a think-aloud interview (qualitative). Results showed that brands are not generally the most important attribute for choice. Experimental brand transfers received the lowest preference rating (i.e., part-worth utilities). However, for certain consumer segments, branding is most important. The consumer segments with the strongest preference for brands showed the highest level of FBNFU. Consumers' thought process during choice typically starts with brand recognition, and associations follow. Consumers with negative or no associations, or who were unfamiliar with the brand, disregarded the brand as the choice process progressed. Our results provide insights into the value of fresh-produce brands for consumers. Practitioners should target the FBNFU mindset and maximize brand awareness when promoting branded fresh produce.

Autonomous agriculture in public perception - German consumer segments’ view of crop robots

Public acceptance of agricultural technologies is an important determinant of their success. In the case of autonomous crop robots, recent research from Germany suggests that societal acceptance of the technology plays an important role for farmer acceptance of crop robots. Yet little research has been conducted so far into how the public perceives autonomous agricultural technologies like crop robots. Investigating the public’s opinion on crop robots will provide answers to one of farmers’ questions in the decision to invest in crop robots. Through consumer segmentation and hypotheses-based characterization, specific consumer groups with differing attitudes towards crop robots are identified. Two discrete choice experiments on digital and autonomous methods of weed management (n = 675) and tractor size and degree of autonomy (n = 645), conducted as part of a larger representative consumer survey in Germany (n = 2,012), are submitted to a Hierarchical Bayes estimation and subsequent latent class analysis. The identified consumer segments are characterized in a hypotheses-based approach with hypotheses centering on consumer attitudes measured as 5-point Likert-type items and as spontaneous image associations. Both subsamples can be segmented into three groups, which are comparable between the experiments in their socio-economic composition. Results suggest that the German public is largely positively inclined towards autonomous agricultural technologies. The method of weed control is considered more important than the vehicle type (i.e., conventional tractor or crop robot) and vehicle size is considered more important than degree of autonomy. Only the respective smallest consumer segments in the two experiments indicate indifference or a more conservative perspective. Participants’ attitude towards environmental preservation appears to have a positive influence on their evaluation of autonomous agricultural technologies. To the authors’ best knowledge, this is the first investigation into the public opinion of crop robots, based on a large sample representative of the German population in four socio-demographic variables. It indicates that the German population is most interested in the reduction of agrochemicals in plant production and will also accept autonomous agricultural technologies to achieve this goal. Policymakers should make use of these insights when communicating about novel technologies in agriculture and extension agents should relay this information to farmers, particularly those already interested in investing in crop robots.

Consumer Motives for Choosing Fruit and Cereal Bars-Differences Due to Consumer Lifestyles, Attitudes toward the Product, and Expectations.

Fruit and cereal bars are the response to the changing needs of consumers seeking health-promoting and convenient products. A cross-sectional study was conducted using the CAWI (Computer-Assisted Web Interview) method, with 1034 respondents consuming products of this kind. The aims of the study were (1) to identify consumer segments based on the importance they attached to the selected attributes of fruit and cereal bars and (2) to characterize the identified segments in terms of frequency and reasons for the consumption of fruit and cereal bars, views on their impact on health, and consumer behavior related to the selected lifestyle elements. Five distinct consumer clusters were identified. Involved and Health-oriented were more likely to consume bars, perceiving them as nutritious products, with a positive impact on health. Frugal and Visual consumed fruit and cereal bars the least frequently. They paid little attention to choosing healthier products in daily diet and physical activity. The Information seekers consumed bars to reduce stress and to improve their mood.

Sustainable lifestyles, eating out habits and the green gap: a study of food waste segments

PurposeThis paper aims to identify Australian consumer segments based on sustainable lifestyles and attitudes towards food waste and model the factors (socio-demographic, attitudinal and lifestyle) contributing to different levels of food waste.Design/methodology/approachThis study uses a face-to-face survey of 334 respondents. Principal component analysis (PCA) is used to identify consumer segments, and econometric analysis is used to model the factors contributing to different levels of food waste.FindingsA total of six lifestyle segments are identified: the freshness lovers, the vegetarian and organic food lovers, the recycle/reuse advocates, the waste-conscious consumers, the label-conscious/sensory consumer and the food waste defenders. This research distinguishes between low and medium levels of food waste based on marginal effects analysis. At low levels of food waste, consumers who worry about the food waste cost, making efforts to reduce food waste are less likely to waste food. Affluent consumers, who claim to be waste conscious, have young children and frequently eat outside, are more likely to waste food than others, lying in the medium waste group.Originality/valueAustralia, like many other countries, has high levels of food waste and despite policy efforts, curbing household food waste remains a challenge. In addition, there are limited food waste studies that focus on consumers who practice sustainable lifestyles. The current paper contributes to the market segmentation literature and has several implications for food policy and practice.

Consumers' Perception and Preference for the Consumption of Wild Game Meat among Adults in Poland.

Wild game meat can be a healthier, safer, and more environmentally friendly alternative to meat from farm animals. The aims of this study were to know the preferences and opinions of Polish consumers regarding game meat and its use in their diet, and to identify consumer segments based on differences in individual game meat choices, concerns, and eating habits related to game meat. The survey was conducted using the platform for online surveys among 1261 adult Poles. Six clusters characterizing the behavior of game consumers were identified (casual consumers, occasional game gourmets, indifferent consumers, occasional consumers, accidental consumers, wild game lovers) and four clusters among those who do not eat game (uninterested, restricted, dislikers, fearful). It has been found that wild game is more often eaten by hunters and their family or friends. The most common reasons for not consuming game are high prices, low availability, no family tradition, and unacceptable taste. Many positive respondents eat game because of its nutritional value but are concerned about the potential health risks and lack of cooking skills. The results of this study indicate the need for information programs for consumers about this meat. They will provide guidance to meat companies about consumer preferences for game and allow them to develop appropriate marketing strategies.

Millennials' Consumption of and Attitudes toward Meat and Plant-Based Meat Alternatives by Consumer Segment in Finland.

Millennials are considered the key generation with regard to the consumption of plant-based meat alternatives via flexitarianism. This study sought to characterize millennials’ consumer segments based on their consumption of and attitudes toward meat and meat alternatives. We conducted an online survey on the hedonic tones of the associations evoked by meat and meat alternatives, consumption of such foods, and diet-related attitudes among a representative sample of Finnish millennials (N = 546, 59% women, age 20–39 years). Some 41% of respondents regularly ate plant-based meat alternatives, while 43% had tried such foods. We divided the respondents into six segments based on the hedonic tones of their meat vs. meat alternatives associations. The segments differed in terms of their consumption of meat alternatives and the underlying reasons why, importance of meat in meals, and Meat Commitment Scale scores. The segment that reported much more positive associations with meat than meat alternatives (~14% of the respondents) may prove resistant to interventions intended to reduce meat intake, whereas the segment that displayed the most positive attitudes toward meat alternatives (~18%) did not eat much meat. Thus, the four middle segments (totaling ~68%), whose associations’ hedonic tones were close to each other, may be the best targets for future interventions designed to reduce meat consumption through the use of meat alternatives. To conclude, introducing a simple segmentation allowed us to identify consumer segments with large potential to reduce meat consumption.

Identifying consumer segments based on COVID-19 pandemic perceptions and responses.

Consumer responses to the COVID‐19 pandemic have varied widely. Thus, marketers need to understand consumer segments based on pandemic‐related responses and behaviors. Through two studies conducted 9 months apart, we find that consumers shift from three segments in Study 1—the Apprehensive, the Prepared, and the Dismissive, to two segments in Study 2—the Dedicated and the Dismissive. The Apprehensive feel particularly threatened of the virus. The Prepared and the Dedicated perceive a lower susceptibility but still take the health threat seriously. The Dismissive downplay the threat and exhibit more negative reactions to mitigation measures. We also demonstrate between‐segment downstream response differences. While the Apprehensive and the Prepared/Dedicated exhibit positive attitude toward companies enforcing guidelines, the Apprehensive engage in the most panic buying, hoarding, and stockpiling. The Dedicated also express greater stress and less life satisfaction than the Dismissive. The findings offer theoretical and practical implications for pandemic‐related consumer responses.

Consumer Choices in the Pasta Market: The Importance of Fiber in Consumer Decisions.

The aim of the current study was two-fold: (1) to identify consumer segments based on pasta selection motives and (2) to examine the differences between the identified segments in terms of perception of pasta and pasta with added fiber and information on the food label. The data were collected using a CAPI (computer-assisted personal interview) survey on a sample of 1013 consumers. The k-means clustering method was used to identify four clusters of consumers, namely, quality-oriented, sensory-oriented, convenience-oriented, and neutral consumers. The quality-oriented group was the group that expressed the most positive opinions about the pasta and about the addition of fiber to pasta. Moreover, they appreciated the information placed on the pasta label the most. Consumers in the sensory-oriented segment were the least likely to agree that the addition of fiber to pasta deteriorated its taste and to agree that it looked worse compared to pasta without fiber. These findings are of significance for those involved in the public nutrition sector as well as for those responsible for preparing well-targeted marketing messages. The conclusions may constitute invaluable insights for those devising educational initiatives and campaigns.

Analysing Clusters of Consumers Who Use Medicinal and Aromatic Plant Products

The trend towards health and environmental protection has led to an increase in the consumption of medicinal and aromatic plant (MAP) products. The market for MAP products is influenced by consumer behaviour and therefore the aim of this study was to identify consumer segments that use MAP products for phytotherapeutic, cosmetic and personal care purposes according to their perceptions, attitudes and consumption habits and possible correlations between consumption of MAP products and interest in a healthy lifestyle and sustainable behaviour. Data collection was performed by administering a questionnaire to Cluj-Napoca residents. The final sample consisted of two groups of MAP consumers: the first with 231 respondents who use these products for phytotherapeutic purposes, the second group—with 297 respondents who use them as cosmetic and personal care products. The collected data were statistically analysed using the k-means clustering model, resulting in two distinct clusters in both consumer groups: cluster 1, the “Curious”, and Cluster 2, the “Knowledgeable”. For the consumers of the second cluster, consumption was positively correlated with healthcare and environmental protection, while they exhibited a growing interest in environmentally certified MAP products. The results obtained contribute to a better understanding of the MAP products consumption behaviour while tackling the practical implications for stakeholders in the pharmaceutical and cosmetics industry through the development and innovation of products tailored to consumer needs.