FOR IMMEDIATE RELEASE: TORONTO (October 31, 2024) — More than three-in-four consumers in the United States and Canada are against the use of sharks in cosmetic and personal care product.
A recent survey commissioned by the Rob Stewart Sharkwater Foundation and conducted by Research Co. shows that 77% of both American and Canadian consumers are against this practice. Since 2022, opposition to the use of sharks in cosmetic and personal care product has risen by two percentage points in the United States and by four percentage points in Canada.
The Rob Stewart Sharkwater Foundation supports the ongoing Shark Free initiative, a global effort in cooperation with the cosmetic and personal care products industry. Inspired by the work of internationally acclaimed filmmaker and conservationist, Rob Stewart, Shark Free is dedicated to working with industry to remove all shark ingredients from consumer products.
The survey shows that sizeable majorities of consumers in North America oppose the use of shark in cosmetic and personal care products (77% in both the United States and Canada).
The majority of consumers will switch brands to ones that do not contain shark ingredients (84% in the United States and 85% in Canada) and to only purchase products that do not contain shark (85% in the United States and 86% in Canada).
Squalene/squalane is a compound used as a moisturizer in cosmetic and personal care product brands often derived from shark liver oil. Sharks are a threatened and endangered species. Plant-based squalene/squalane is a viable alternative and readily available in a quality and quantity able to supply the personal care industry worldwide.
In the United States, four-in-five female consumers (80%) are likely to tell their friends and family that cosmetic and personal care products can contain shark, and practically nine-in-ten would be wiling to switch brands to ones that do not contain shark ingredients (89%) and to only purchase products that do not contain shark (90%)
A similar situation is observed in Canada, where just over four-in-five female consumers (82%) are likely to tell their friends and family that cosmetic and personal care products can contain shark, and larger proportions would be wiling to switch brands to ones that do not contain shark ingredients (88%) and to only purchase products that do not contain shark (89%)
Research Co Methodology: Results are based on an online survey conducted on September 16 and September 17, 2024, among a representative sample of 947 adults in the United States who have used personal care products in the past year, and an online survey conducted on September 13 and September 14, 2024, among a representative sample of 930 adults in Canada who have used personal care products in the past year. The data has been statistically weighted according to each country’s census figures for age, gender and region. The margin of error—which measures sample variability—is +/- 3.2 percentage points, 19 times out of 20, for each country.
