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UK The Generation Z BPC Consumer Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the The Generation Z BPC Consumer 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

Throughout this report, references to ‘BPC and grooming products’ denote items from the following categories:

  • Deodorants
  • Facial skincare
  • Fragrances (including body sprays)
  • Shaving and hair removal products
  • Hand and body products, including skincare
  • Colour cosmetics
  • Haircare
  • Hair styling products
  • Hair colourants

Please note that for this report Generation Z has been defined as those aged 7-19 years, although the consumer data is based on a sample of 12-19-year-olds as this is currently considered to be the core group for marketers and brands.

Expert analysis from a specialist in the field

Written by Roshida Khanom, 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.

Generation Z are defining their own parameters of beauty and are not looking for external validations for their appearance. Self-expression is essential to this group, who are already involved in their BPC routines at a young age and buying their own products. Whilst much is speculated about the influence of bloggers, Gen Z are much more likely to trust their peers and family, pointing to their being mini-influencers in their own right. Roshida Khanom
Associate Director - Beauty & Personal Care

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Mintel generation definitions
        • Executive Summary

            • The market
              • A small but influential group
                • Figure 1: Generation structure of the UK population, 2018 (projected)
              • Companies and brands
                • Brands challenge the norms
                  • The consumer
                    • Appearance is important
                      • Figure 2: Importance of appearance, June 2019
                    • Beauty is from within
                      • Figure 3: Definition of beautiful, June 2019
                    • Usage of BPC products is high
                      • Figure 4: Usage of beauty and grooming products, by gender, June 2019
                    • Gen Z buy for themselves
                      • Figure 5: Purchase of beauty and grooming products, June 2019
                    • Friends/family are influential
                      • Figure 6: Trusted sources of beauty information, by gender, June 2019
                    • Self-expression is essential
                      • Figure 7: Attitudes towards beauty and grooming, June 2019
                    • Values are important
                      • Figure 8: Beauty and grooming behaviours, June 2019
                    • What we think
                    • Issues and Insights

                      • Gen Z are driven by ethics
                        • The facts
                          • The implications
                            • Rejection of traditional norms
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Small in number
                                    • Similar but different to Millennials
                                      • Sensible spenders
                                        • The influence of friends
                                          • Social media is a concern for parents
                                          • Market Drivers

                                            • Small in number but growing in influence
                                              • Figure 9: Generation structure of the UK population, 2018 (projected)
                                            • Generation X vs Baby Boomers
                                              • Spending aspirations are high…but sensible
                                                • Figure 10: How generation Z would spend £1,000, by age, June 2018
                                              • Friends are important
                                                • Figure 11: Sources of style inspiration amongst Generation Z, June 2018
                                              • Girls follow bloggers
                                                • Figure 12: Sources of hairstyle inspiration amongst Generation Z, by gender, June 2018
                                              • Parents worry about social media…
                                                • Figure 13: Parents’ attitudes towards social media influencers and role models, July 2018
                                              • …however social media can be a tool for good
                                              • Companies and Brands – What You Need to Know

                                                • Colour cosmetics gives self-expression
                                                  • Embracing imperfections
                                                    • Challenging the norms
                                                      • Promoting ethics
                                                        • 2019 sees social media drama
                                                        • Innovation and Marketing Activity

                                                          • Express yourself
                                                            • Figure 14: Example of MAC Cosmetics launch promoting artistry, 2019
                                                            • Figure 15: Ezra Miller for Urban Decay’s ‘pretty different’ campaign, 2019
                                                          • Embracing imperfections
                                                            • Figure 16: Gucci beauty campaign, 2019
                                                            • Figure 17: Example of faux freckle product launch, 2019
                                                          • Challenge accepted
                                                            • Focusing on ethics
                                                              • Beware of the backlash
                                                                • Social media drama
                                                                • The Consumer – What You Need to Know

                                                                  • Beauty is from within
                                                                    • Trends don’t define beauty
                                                                      • Facial skincare is not a priority
                                                                        • Gen Z are involved in purchase decisions
                                                                          • What are friends for?
                                                                            • Appearance and identity are connected
                                                                              • Values are essential
                                                                              • Attitudes towards Appearance

                                                                                • Appearance is important
                                                                                  • Figure 18: Importance of appearance, June 2019
                                                                                • Beauty is confidence and self-expression
                                                                                  • Figure 19: Definition of ‘being beautiful’, by gender, June 2019
                                                                                • Trends don’t define beauty
                                                                                  • Figure 20: Beauty is about being proud of your heritage, by area, June 2019
                                                                              • Usage and Purchase of BPC Products

                                                                                • Facial skincare is a low priority
                                                                                  • Figure 21: Usage of beauty and grooming products, by gender, June 2019
                                                                                • Boys experiment with hair colour and makeup
                                                                                  • Purchase responsibility is high
                                                                                    • Figure 22: Purchase of beauty and grooming products, June 2019
                                                                                  • Boys are involved in purchase
                                                                                    • Figure 23: Purchase of beauty and grooming products by self, by gender, June 2019
                                                                                • Sources of Information

                                                                                  • Friends/family have the biggest influence
                                                                                    • Figure 24: Trusted sources of beauty information, by gender, June 2019
                                                                                  • Traditional expertise is trusted
                                                                                  • Attitudes towards Beauty and Grooming

                                                                                    • It’s all about self-expression
                                                                                      • Figure 25: Attitudes towards beauty and grooming, June 2019
                                                                                    • Challenging the norm
                                                                                      • The pressure is on
                                                                                        • Standing by your values
                                                                                          • Figure 26: Beauty and grooming behaviours, June 2019
                                                                                        • Back to nature
                                                                                          • Trigger happy
                                                                                            • Research is essential
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                  • Consumer research methodology