US Gen Z Beauty Consumer Market Report 2020
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Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Gen Z Beauty Consumer US market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
Generation Z consists of an array of young consumers at different stages of life, making them a key audience across most beauty categories. An increase in remote work/school and an economic recession brought on by COVID-19 will have a profound impact on Gen Z beauty consumers. Beauty brands will have to adjust marketing strategies and product development to reflect lifestyle shifts among this influential consumer group.
Expert analysis from a specialist in the field
Written by Clare Hennigan, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The COVID-19 pandemic will have a profound and lasting impact on both Gen Z, and the beauty industry as a whole. Gen Z consumers dictate beauty trends, making them a key audience for brands in the beauty space. The financial impact from the pandemic will disproportionately impact Gen Z, and as a result, trading down will occur. However, an increased focus on mental health opens doors for affordable wellness brands.
Clare Hennigan
Senior BPC Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Impact of COVID-19 on Gen Z beauty
- Figure 1: Short-, medium- and long-term impact of COVID-19 on Gen Z beauty, August 2020
- Opportunities and Challenges
- Affordable clean disrupts the landscape, challenging luxury brands
- Focus on self-care, now and into the future
- Appeal to Gen Z with brand activism
- Tap into the gamer community to engage consumers virtually
- Social media impacts how Gen Z learns about and shops for beauty
- Figure 2: Resources for learning about beauty, teen vs adult Gen Z, February 2020 and May 2020
- Gen Z adults are eco-activists
- Figure 3: Select claim importance, teen vs adult Gen Z, February 2020 and May 2020
- What’s next
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The Market – Key Takeaways
- Impact of COVID-19 on Gen Z beauty consumers
- Gen Z identities are created online
- Tap into the gamer community to engage consumers virtually
- Impact of COVID-19 on Gen Z beauty consumers
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Gen Z by the Numbers
- Impact of COVID-19 on Gen Z Beauty Consumers
- Figure 4: Short-, medium- and long-term impact of COVID-19 on Gen Z beauty, August 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Impact of COVID-19 on Gen Z Beauty Consumers
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Market Factors
- High unemployment among Gen Z spurs trading down and DIY
- Growing Hispanic population bodes well for category gains
- Figure 5: Generations, by Hispanic origin, 2019
- Gen Z identities are created online
- High unemployment among Gen Z spurs trading down and DIY
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Market Opportunities
- Beauty brands target Gen Z
- Figure 6: Instagram post – Florance by Mills
- Gen Z embraces online shopping
- Gen Z becomes Gen N (gender neutral)
- Tap into the gamer community to engage consumers virtually
- Beauty brands target Gen Z
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Companies and Brands – Key Takeaways
- Clean beauty for the masses
- Clean beauty for the masses
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Competitive Strategies
- Clean beauty for the masses
- Figure 7: Instagram post – WLDKAT
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- Figure 8: Kinship
- Figure 9: Instagram post- Everyday Humans
- Beauty brands are leveraging the power of TikTok influencers
- Figure 10: Morphe 2
- Clean beauty for the masses
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The Consumer – Key Takeaways
- Priorities shift with age
- COVID-19 will impact learning resources
- Young men’s routines are guided by parents
- Highly engaged consumers seek more product claims
- Women follow more brands, but participation is equal
- Safety concerns fuel demand for clean beauty
- Priorities shift with age
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Beauty Routines
- Priorities shift with age
- Figure 11: Select beauty routines, teen vs adult Gen Z, February 2020 and May 2020
- Gen Z teens routines advance
- Figure 12: Select beauty routines, younger Gen Z, December 2017, March 2019 and February 2020
- Teen women show strong engagement early on
- Figure 13: Beauty routines, teen Gen Z, by gender, February 2020
- COVID-19 spurs Gen Z interest in at-home beauty
- Figure 14: Select beauty routines, adult Gen Z, March 2019 vs May 2020
- Social media usage impacts beauty routines
- Figure 15: TikTok – Skincare by Hyram
- Figure 16: Repertoire of beauty routines – teen Gen Z, by select visits to social media sites daily, February 2020
- Priorities shift with age
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Resources for Learning about Beauty Products
- COVID-19 will impact learning resources
- Purchasing power impacts learning resources
- Figure 17: Resources for learning about beauty, teen vs adult Gen Z, February 2020 and May 2020
- Women rely on a bevy of resources
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- Figure 18: Resources for learning about beauty – adult Gen Z, by gender, May 2020
- Black consumers turn to online communities for research
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- Figure 19: GEENIE
- Figure 20: Resources for learning about beauty – adult Gen Z, by race and Hispanic origin, May 2020
- COVID-19 will impact learning resources
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Shopping Behaviors
- Teen Gen Zs are gaining independence
- Figure 21: Snapchat – DIY Hair Masks
- Figure 22: Select shopping behaviors, younger Gen Z, March 2019 vs February 2020
- Young men’s routines are guided by parents
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- Figure 23: Shopping behaviors, teen Gen Z, by gender, February 2020
- Consistent messaging and brand mission are critical for Gen Z shoppers
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- Figure 24: Shopping behaviors, adult Gen Z, May 2020
- Teen Gen Zs are gaining independence
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Claim Importance
- Teens focus on convenience, adult Gen Z are eco-activists
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- Figure 25: Select claim importance, teen vs adult Gen Z, February 2020 and May 2020
- Highly engaged consumers seek more product claims
- Figure 26: Pinterest x Target
- Figure 27: Select claim importance – teen gen Z, by select visits to social media daily, February 2020
- Teens focus on convenience, adult Gen Z are eco-activists
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Behaviors toward Beauty and Personal Care Brands
- Social media participation impacted by age
- Figure 28: Instagram post – LYF makeup
- Older Gen Z focus on brand ethics
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- Figure 29: Behaviors toward brands, teen Gen Z vs adult Gen Z, February 2020 and May 2020
- Women follow more brands, but participation is equal
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- Figure 30: Behaviors toward beauty and personal care brands – adult Gen Z, by gender, May 2020
- Hispanic consumers value ethical BPC brands
- Figure 31: Behaviors toward brands, teen Gen Z, by race and Hispanic origin, February 2020
- YouTube is for learning, TikTok is for fun
- Figure 32: Select behaviors toward beauty and personal care brands – adult Gen Z, by select visits to social media daily, May 2020
- Social media participation impacted by age
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Attitudes toward Beauty and Personal Care
- Safety concerns fuel demand for clean beauty
- Figure 33: Select attitudes toward beauty and personal care, teen Gen Z vs adult Gen Z, February 2020 and May 2020
- Men take a functional approach to BPC, women are experimental
- Figure 34: Instagram post – Fluide Beauty
- Figure 35: Select attitudes toward beauty and personal care – any agree, adult Gen Z, by gender, May 2020
- Engaged consumers feel pressure about their appearance
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- Figure 36: Instagram post – Topicals
- Figure 37: Select attitudes toward beauty and personal care – any agree, adult Gen Z, by social media visits daily, May 2020
- Safety concerns fuel demand for clean beauty
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Data sources
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Appendix – The Consumer
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- Figure 38: TURF analysis – claim importance, adult Gen Z, May 2020
- Methodology
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- Figure 39: TURF analysis – claim importance, teen Gen Z, February 2020
- Methodology
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