Beyond Filters – A Deep Dive into the Health and Beauty Choices of Generation Z and Generation Alpha

Health and Beauty Choices of Generation Z and Generation Alpha Report Overview

Gen Z has been exposed to the COVID-19 pandemic and the cost-of-living crisis during their formative years. They have also experienced more ethnic diversity growing up, and considerably higher rates of education compared to their previous generations. Due to such factors, they are less loyal to brands compared to boomers and the Silent Generation. Around half of them intend to cut back on health and beauty products to save money by switching to cheaper stores, brands, or private-label products. They tend to make informed shopping decisions with weaker brand loyalty, and Gen Alpha is likely to show similar characteristics.

The ‘Beyond Filters – A Deep Dive into the Health and Beauty Choices of Generation Z and Generation Alpha’ report investigates how health and beauty brands can cater to the demands of younger cohorts. A surge in interest in cosmetics and skincare from Generations Z and Alpha is increasingly influencing the operations of players in the beauty space and giving rise to specialist brands catering specifically to younger cohorts.

Product Choices of Generation Z and Generation Alpha

Increased media and corporate transparency through the internet and social media have reinforced strong viewpoints among the younger generations. Therefore, they need to showcase their values and interests through product purchases and social media. In this regard, almost half of Gen Z consumers are always or often influenced by the ethical, environmentally friendly, or socially responsible nature of health & beauty products.

Online content from “skinfluencers” has a huge audience among the younger generation, driving Gen Alpha’s interest in skincare and increasing beauty sales. But products need to be available online when catering to these generations. However, challenges such as s-commerce skepticism must be overcome first. The difficulty of knowing which seller to trust or their reluctance to give credit card details to social media sites are posing challenges to online sales. This highlights the need for brands to showcase effective oversight and quality control.

Global: “Which of the following reasons would stop you from buying products directly through social media sites?” Top five answers. Filtered for Gen Z respondents

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Health and Beauty Choices of Generation Z and Generation Alpha - Messaging and Values

Gen Z and Gen Alpha make brand and product choices based on business practices aligning with their values and beliefs. Gen Z prefers backing companies with a mission beyond profit maximization and enriching shareholders. Additionally, the increasing frequency of climate disasters has led Gen Z consumers to favor brands with a clear sustainability mission. Gen Z consumers also expect health & beauty brands to represent formerly marginalized groups in society, who now have more freedom of expression in many countries.

Brands can target the younger demographic with environmental and social initiatives and influencer marketing as well. Several celebrity-backed health & beauty brands are now putting teen beauty at the center of their strategies. For example, Florence by Mills, founded by Millie Bobby Brown, incorporates clean and sustainable ingredients for its cosmetics and hair care products, while championing the disassociation from traditional beauty standards for teens.

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Health and Beauty Choices of Generation Z and Generation Alpha - Channels

Hypermarkets & supermarkets was the main channel for cosmetics & toiletries products, followed by e-retailers in 2023. The use of bright colors and colloquial language associated with younger cohorts have made specialized direct-to-consumer (D2C) stores such as Starface popular with Gen Z and Gen Alpha. E-commerce, meanwhile, provides seamless integration between social media and e-commerce, ensuring convenience as consumers can make purchases within social media sites.

Cosmetics & Toiletries Market Analysis by Channels, 2023(%)

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Health and Beauty Choices of Generation Z and Generation Alpha - Digital Solutions

Currently, several health & beauty brands are investing significantly in augmented reality (AR) capabilities to enhance the shopping experience within the sector. Many brands specifically target Gen Z and Gen Alpha using virtual filters, as they know these consumers are likely to be receptive to them. Gen Z is one of the most likely cohorts to buy more make-up and hair care online if they can visualize the products virtually before buying. Moreover, many within this demographic would describe the virtual try-on concept as useful, practical, fun, and time-saving.

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Segments Covered in the Report

Generation Z and Generation Alpha Health and Beauty Purchasing Channels Outlook

• Hypermarkets & supermarkets
• E-Retailers

Scope

• Generation Z and Generation Alpha will soon be the wealthiest cohorts, with an estimated $8.6 trillion in assets set to be transferred to younger generations within the next 10 years.

• Social upheavals and the influence of digitalization in early life have shaped strong views among Generations Z and Alpha.

• Beauty product choices for Generation Z and Generation Alpha align with specific values and interests like ethical and sustainable practices.

• Brands targeting Generations Z and Alpha are using modern colloquialisms in product branding to increase appeal, while social media highly influences product choices.

Key Highlights

• Generation Z and Generation Alpha will soon be the wealthiest cohorts.
• Social upheavals and the influence of digitalization in early life have shaped strong views among Generations Z and Alpha.
• Beauty product choices for Generation Z and Generation Alpha align with specific values and interests like ethical and sustainable practices.
• Brands targeting Generations Z and Alpha are using modern colloquialisms in product branding to increase appeal, while social media highly influences product choices.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.