The market of individual consumers is composed mainly of mature women, between the ages of 30 and 55 and who register medium and above medium income. The age limitation was given by the fact that women younger than 30 and older than 55 seem to reveal a reduced interest in bio products, as their priorities fall into different categories. The income limitation was given by the fact that the manufacturing of the bio creams implies more costs than the manufacturing of the chemical-based creams, generating as such a higher retail price.

The Kane County has a population of 501,021 individuals (estimations for 2007), out of which 49.3% are female. 53.4% of the total population is aged between 18 and 65. The median household income in 2004 was calculated at $61.246 (U.S. Census Bureau). As a comparative note, the per capita income in 2008 at a global level was of $10,500...
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