Mozambican Millennials and Gen Z care more about cruelty free body care products

Updated: Aug 1

Entrepreneurs in Mozambique are taking advantage of this trend and hopping onto this great opportunity to achieve business success by determining the needs of the consumers.


The body care industry in Mozambique is thriving with an estimated current market of $1.48 billion (Statista, 2022). The market is expected to grow annually by 5.26% from 2022 to 2026. For Mozambican’s, body care is essential and is an integral part of their daily routine.

A Kasi Retail in Mozambique – Body Care and Beauty conducted in May of 2022, amongst 499 respondents reveals important trends amongst age groups when it comes to their usage patterns and considerations when choosing body care products (haircare/skincare).


Overall, the body care industry presents a significant opportunity for brands in Mozambique as these products are viewed as a basic necessity by 61% of respondents. Across age-groups, some important considerations should be made by brands in order to target the groups that mostly use these products.


Millennials and Gen Z use a greater variety of body care products as compared to other age-groups


As previously highlighted, body care products are viewed as a necessity by more than half of the respondents interviewed, this includes those that are used on a daily basis by all demographics e.g. shower gels and face washes. However, for Millennials and Gen Z, respondents demonstrated the use of a variety of products as compared to other age groups.


There are three products that are regularly used by more than half of the Gen X age group namely, shower gel (63%), face wash (57%) and shampoo (54%). More than half of the respondents from the Millennials and Gen Z use between 6-8 body care products regularly, therefore, they have a more comprehensive day-to-day body care routine posing as a great target for brands. These age-groups are the dominant audience in this market thus understanding their needs around body care can help a brand win over a significant proportion of the Mozambican population.


Cruelty free/All-natural are major drivers of purchase patterns for Mozambican age-groups

The most interesting findings from this study are the considerations taken when choosing a body care product. When it comes to choosing a product overall, 69% of respondents consider cruelty free as an important factor and 52% considering natural ingredients.


When broken down by age groups, it becomes very apparent that these are significant drivers for Millennials and Gen Z. 87% of Gen Z respondents and 70% of Millennials consider cruelty free as important and 56% of Gen Z and 55% of Millennials consider natural ingredients. For other age groups such as Baby Boomers and Gen X, more importance is placed on premium/luxury brands as opposed to cruelty free/natural ingredients.

Mozambican entrepreneurs are taking advantage of this trend and hoping onto this great opportunity to achieve business success by determining the needs of the consumers.


For CEO Cátia Mondlane, founder of Isabella-Estética & Cosméticos, the success of her business came from seeing this trend. As she states, “there is a growing interest by consumers in natural/cruelty free skincare products that are both kind to the skin and the environment”. Cátia’s company produces natural skin solutions made from naturally sourced organic and fresh ingredients in a quest to have sustainable and ethical skincare products.


Another example of a company that recognizes the need for such products amongst the population is Fahari Cosmetics, founded by Faira Mesquita who creates 100% natural skincare and haircare products for men and women. During an interview, Faria notes that her products fit well into the market stating, “Yes, my solution does fit into the market. I find clients of all age groups, genres and classes interested in the products we have to offer”.


Notably, statements from these founders demonstrate a clear wave of interest in cruelty free/natural products by consumers and showcases some of the ways businesses are working to cater for Mozambicans.


Body care businesses can advertise their product through it's customers