US Gen Z Beauty Consumer Market Report 2022
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Understand the Gen Z beauty consumer in the US using Mintel’s market research, and tackle challenges in your industry. This report examines differences in beauty and personal care (BPC) product usage between Gen Z teens and Gen Z adults, how Gen Z understands and behaves in the beauty market, and opportunities for brands to better target Gen Z beauty consumers. Read on to discover our insights, and buy the full report to get a 360 view of the Gen Z beauty industry.
Nearly 18% of the US population is Gen Z, and they’re determined to speak up and make their voices heard. They are the most diverse generation in the US, and are more likely to point out any instances of discrimination or underrepresentation. Despite their limited spending power — exaggerated by inflationary pressures — almost half of Gen Z adults buy all their own beauty and personal care (BPC) products.
Notable for brands is the fact that over three-quarters of Gen Z women believe that affordable brands are just as good as premium brands. This generation will continue to shape the beauty market with their need for representation and affordability.
Gen Z adults have more control over their BPC routines than their teen counterparts, and are more likely to take an independent approach to researching and buying products. Specifically, Gen Z teens take advice from family and friends when it comes to BPC recommendations, while Gen Z adults increasingly rely on TikTok to learn about beauty.
Over a third of Gen Z adults don’t use brands that act unethically, while much fewer Gen Z teens state that they follow this practice. This indicates that as this generation ages into adulthood and becomes more independent in their ability to purchase products, they are purchasing according to their ideological values. This aligns with the overall trend that Gen Z are more likely to represent their values in their behaviour.
While beauty has historically been perceived as a women-driven category, the majority of Gen Z consumers (of all ages) agree that men and women can use beauty products. With gender fluidity a key issue for this generation, as they move away from traditional gender stereotypes, brands that target Gen Z consumers for their values and communities rather than gender identities will see success.
Despite their elevated engagement with TikTok, Gen Z are very critical of social media due to the portrayal of unrealistic beauty standards. Gen Z wants realistic, authentic, and attainable representation and will increasingly expect brands to destigmatise flaws and work to undo unrealistic beauty standards. This presents an opportunity for brands to stand out and represent beauty in a more authentic way, to appeal to this generation as they become a key demographic in the BPC market.
To discover more about the Gen Z consumer, read our US Marketing to Gen Z Report, or take a look at our extensive beauty market research.
Products: Color cosmetics (including nail colour and care), fragrances, haircare, facial skincare, beauty devices (ie skincare appliances and hair appliances), body care and sun protection products, and soap, bath and shower products.
Brands: TikTok, Instagram, Google, Not Your Mother’s, BeReal, e.l.f. Cosmetics, Quiet & Roar, P&G, Dove, Smashbox Cosmetics, Kohl Kreatives, Fenty Beauty, Youth to the People, Cocokind, Charlotte Tilbury, Xbox, OPI, Florence by Mills, Blume, Pound Cake, MANSCAPED, and many more.
This report, written by Olivia Guinaugh, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current trends in the Gen Z beauty market and add expert context to the numbers.
Generation Z consists of an array of young consumers at different stages of life, making them a key audience across most beauty categories. However, given their young age, Gen Z adults are particularly vulnerable to all of the uncertainty brought on by pandemic-related disruptions and record-level inflation rates, leading some to trade down to less-expensive options and/or forgo discretionary items. Tapping into the emotive benefits of BPC products and/or providing beauty experiences in virtual spaces will help category players earn a spot in this engaged group’s BPC routines.
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