How Each Generation Shops for Beauty: Insights from NielsenIQ

The beauty industry continues its impressive growth, with a 9.3% increase in dollar sales from 2023 to 2024, according to NielsenIQ’s October 2024 report, Beauty Behaviour Through the Generations. The report highlights key differences in how each generation approaches beauty shopping, offering actionable insights for brands to align with consumer trends and drive loyalty.

Gen Z: Leading the In-Store Revival
Gen Z is driving a resurgence in brick-and-mortar beauty shopping, spending a notable $4.9 billion—a 41% jump from previous years. This generation values the immediacy and tactile experience of in-store shopping, favoring retailers like Sephora and Ulta, regardless of income level.

What makes Gen Z tick?

• Ethical Values: They gravitate toward brands committed to animal welfare, environmental sustainability, and social responsibility.
• Clean Beauty: Products free of aluminum, sulfates, and parabens are non-negotiables.
• Transparency: Cruelty-free and reef-safe formulations resonate strongly.

• Millennials & Gen X: Digital Dominance with a Twist
  Millennials remain the biggest contributors to beauty sales overall, while Gen X and millennials combined have significantly shaped the online beauty market.
  
  Millennials:
  
•  Share Gen Z’s interest in clean beauty but are slightly less strict about it.
• Represent a powerful force in total beauty sales, making them a priority demographic for brands.
  
  Gen X:
• Focus on sustainability, particularly in reduced packaging and eco-conscious solutions.
• Lean toward online convenience, though they still dabble in traditional retail settings.

Boomers: Adapting to the Online Beauty Boom
Boomers are increasingly embracing e-commerce, with online spending climbing to $11.4 billion, up 9%. This digital shift creates exciting opportunities for beauty brands to tap into an older demographic.

What drives boomer beauty preferences?

• Health-Focused Purchases: Products addressing need states like cardiovascular health and skin vitality hold appeal.
• Trust in Heritage Brands: Boomers tend to stick with tried-and-true products while gradually exploring online options.

Takeaway for Beauty Brands
Each generation brings distinct shopping habits and values to the beauty landscape. From Gen Z’s ethical and clean beauty obsession to boomers’ growing comfort with e-commerce, understanding these nuances can help brands tailor their offerings and marketing strategies to resonate with every age group. By meeting consumers where they are—whether in-store or online—and aligning with their priorities, brands can build lasting connections and thrive in a dynamic beauty market.

Source: www.gcimagazine.com/consumers-markets/news/22927504/how-the-different-generations-are-shopping-for-beauty-products-nielseniq-report?utm_source=newsletter-html&utm_medium=email&utm_campaign=GCI+E-Newsletter+12-02-2024