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US The iGen Beauty 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 IGen Beauty 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

For the purposes of this Report, Mintel has defined the market as follows:

  • Color cosmetics (including nail color and care)
  • Fragrances
  • Haircare
  • Facial skincare
  • Beauty devices (ie skincare appliances and hair appliances)
  • Body care and sun protection products
  • Soap bath and shower products

Excluded

  • Shaving and hair removal products
  • Deodorant
  • Oral care

Research was conducted among consumers aged 10-22. For the purposes of this Report, Mintel has divided these consumers into two groups:

Older/Adult iGens

  • Consumers aged 18-22

Younger iGens

  • Tweens aged 10-11
  • Younger teens aged 12-14
  • Older teens aged 15-17

Expert analysis from a specialist in the field

Written by Alison Gaither, 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 iGeneration is made up of four segments: tweens, younger teens, older teens, and adults. This diverse age range can be a challenge for brands as some iGens rely completely on their parents, while others have independent spending power. Regardless of age, iGens are generally more engaged and socially conscious than older generations, making them a key demographic for brands looking to shake up the BPC market. Alison Gaither
Beauty & Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • The iGeneration is smaller with less spending power than Millennials
            • Figure 1: Share of US population, by generation, 2018 (est)
          • Younger iGens rely heavily on parents
            • Figure 2: Parents involvement in shopping among younger iGens, by age, December 2017
          • Engagement is based on age
            • Figure 3: Resources for learning about beauty products, by younger and older iGens, December 2017
          • The opportunities
            • Increased diversity equals more opportunities
              • Figure 4: Distribution of race and Hispanic origin, iGeneration vs total, 2018
            • Make shopping for beauty a fun, easy experience
              • Figure 5: Like shopping for beauty products, by age, December 2017
            • Keep it natural
              • Figure 6: Interest in natural beauty products – Any use or interest (net)*, natural purchase influencer, older iGens, December 2017
            • What it means
            • The Market – What You Need to Know

              • Color cosmetics looms large, fragrance continues to struggle
                • iGens are a smaller, but diverse generation
                  • The iGeneration is more socially conscious, develops with age
                  • Market Breakdown

                    • Color cosmetics commands highest overall spend
                      • Figure 7: Share of sales in beauty and personal care market, by segment, 2017 (est)
                    • Larger, diverse categories show stable growth
                      • Figure 8: Percentage change in beauty and personal care sales, by segment, 2016-17 (est)
                  • Who are the iGens?

                    • iGens smaller in size and spending power compared to Millennials
                      • Figure 9: Share of US population, by generation, 2018 (est)
                    • iGens more diverse than previous generations
                      • Figure 10: Distribution of race and Hispanic origin, iGeneration vs total, 2018
                    • Working iGens are a small market, with a small income
                      • Figure 11: Percent of salary earned weekly, Spring 2014-17
                    • Number of iGens earning allowance on the decline
                      • Figure 12: Percent of teens that receive allowance, Spring 2014-17
                      • Figure 13: Percent of allowance amount earned weekly, Spring 2014-17
                    • Makeup spend declined in 2017
                      • Figure 14: Percent of spend on makeup, Spring 2014-17
                    • iGens want to make the world a better place
                      • Figure 15: iGen issues, tween/teen and adult iGens, March 2017
                  • Key Players – What You Need to Know

                    • Influencer collaborations resonate with researchers
                      • Simple BPC is easy for younger iGens to adopt into routines
                        • Inclusivity goes beyond skin tone
                          • iGens want more than just natural
                          • What’s Working?

                            • Influencer beauty brands build a following among older iGens
                              • Simple BPC products are easy for iGens and their parents
                              • What’s Next?

                                • Genderless – Easy and inclusive
                                  • iGens expect more from natural
                                    • Figure 16: Purchase influencers – Natural, any rank (net), by age, December 2017
                                • The Consumer – What You Need to Know

                                  • iGens adopt more steps in their beauty routines as they age
                                    • Reliance on social media comes with age
                                      • BPC products give female iGens a confidence boost
                                        • Parents have the majority of purchasing power, choose mass retailers
                                          • Familiar, easy to use products resonate with iGens
                                            • Parents have the largest influence on iGens, until they are 18
                                              • IGens are interested in multitaskers and customization
                                              • Beauty Routines

                                                  • Younger iGens adopt simple beauty routines
                                                    • Figure 17: Beauty routines, Younger iGens, December 2017
                                                  • Most younger iGens complete between 3-4 steps
                                                    • Figure 18: Repertoire of beauty routines, younger iGens, December 2017
                                                  • Beauty routines become more advanced as iGens mature
                                                    • Figure 19: Beauty routines, younger iGens by age, December 2017
                                                  • Older iGens more engaged in their beauty routines
                                                    • Figure 20: Beauty routines – Ever do (net)*, November 2017
                                                • Resources for Learning about Beauty Products

                                                    • Younger iGens learn about BPC from parents, older iGens use social media
                                                      • Figure 21: Resources for learning about beauty products, by all, younger, and older iGens, December 2017
                                                    • Older iGens use multiple resources
                                                      • Figure 22: Repertoire analysis of resources for learning about beauty products, older iGens, December 2017
                                                    • Younger female iGens rely on trusted friends and family
                                                      • Figure 23: Resources for learning about beauty products, younger iGens by gender, December 2017
                                                    • Older female iGens turn to social media over family
                                                      • Figure 24: Resources for learning about beauty products, older iGens by gender, December 2017
                                                  • Reasons for Using Beauty Products

                                                      • Younger iGens want to look and smell good
                                                        • Figure 25: Reasons for using beauty products, younger iGens, December 2017
                                                      • 15-17-year-olds more invested in beauty and personal care
                                                        • Figure 26: Reasons for using beauty products, younger iGens by age, December 2017
                                                      • Younger female iGens have a greater connection to BPC
                                                        • Figure 27: Reasons for using beauty products, younger iGens by gender, December 2017
                                                      • Confidence from using BPC products grows with age
                                                        • Figure 28: Reasons for using beauty products, older iGens, December 2017
                                                      • Older female iGens gain more confidence from BPC than men
                                                        • Figure 29: Reasons for using beauty products, older iGens by gender, December 2017
                                                    • Retailers Shopped by Channel

                                                        • Older iGens choose convenient retailers, regardless of channel
                                                          • Figure 30: Retailers shopped by channel, older iGens, December 2017
                                                        • Specialty retailers create a fun, learning experience for female iGens
                                                          • Figure 31: Retailers shopped (any channel), older iGens by gender, December 2017
                                                      • Purchase Influencers

                                                          • Scent is important to iGens
                                                            • Figure 32: Purchase influencers by rank, younger iGens, December 2017
                                                          • Older iGens are influenced by natural, easy to use
                                                            • Figure 33: Purchase influencers by rank, older iGens, December 2017
                                                          • Older iGens value aesthetics, influencers
                                                            • Figure 34: Purchase influencers, any rank (net), by all, younger, and older iGens, December 2017
                                                        • Attitudes and Behaviors toward Shopping

                                                            • Younger iGens rely on parents for purchases
                                                              • Figure 35: Attitudes and behaviors toward shopping, younger iGens, December 2017
                                                            • Relationship with technology grows with iGens
                                                              • Figure 36: Attitudes and behaviors toward shopping, younger iGens by age, December 2017
                                                            • Most older iGens are buying products on their own
                                                              • Figure 37: Attitudes and behaviors toward shopping, all and older iGens, December 2017
                                                          • Interest in Beauty Trends

                                                              • Older iGens keep it natural
                                                                • Products that promote individualism resonate with older iGens
                                                                  • Figure 38: Interest in beauty trends, older iGens, December 2017
                                                                • Multi-purpose beauty products appeal to younger iGens
                                                                  • Figure 39: Interest in beauty trends, younger iGens, December 2017
                                                                • Younger female iGens are more adventurous than males
                                                                  • Figure 40: Interest in beauty trends, younger iGens by gender, December 2017
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms