Klarna survey finds baby boomers place more importance on sustainable beauty than Gen Z

Klarna released the results of the survey on Tuesday, the first of its kind for the global retail bank and shopping service to understand how beauty shopping trends are changing after the pandemic . The survey surveyed 15,000 shoppers in the United States aged 18 and over in February. The age groups involved included Generation Z (18 to 24 years old) , Millennials (25 to 40 years old ) , Generation X (41 to 56) and Baby Boomers (57 to 75 years old).

The survey found that 31% of baby boomers favor sustainability when shopping for beauty products, compared to 19% of Gen Z consumers.

Additionally, 80 % of consumers say brand value is a factor in their purchasing decisions .

David Sykes , head of Klarna US, said: “But when we asked consumers which brand values ​​were most important to them when buying beauty products, the demographic shift was both interesting and surprising . Our data showed that younger generations were more likely to choose brands that prioritize diversity and inclusion. ”

Research from the pandemic shows that 67% of respondents prefer shopping in physical stores rather than online , with more than half saying they shop in physical stores at least once a week, and 11% of Generation Z respondents choosing to shop in physical stores every week.

When asked if factors like contactless payments and curbside pickup have improved in-store beauty shopping during the pandemic, a whopping 45% of Millennials said they favor “buy online, pick up in-store,” followed by 41% of Gen Z and 40% of consumers aged 57 to 66. 33% of consumers aged 57 to 66 prefer to buy online and pick up in-store, while 24% of consumers aged 67 and older have chosen this service, the study shows.

The least popular way to shop for beauty in stores during the pandemic ? Seeking help from an in-store makeup artist. In response to this question, 14% of respondents aged 67 and older said they still want help from a live makeup assistant, while only 8% of consumers aged 57 to 66 still want this kind of personalized help, compared to 7% of Gen Z, Millennials and Gen X consumers.

Klarna surveyed 15,000 shoppers to find out how they are buying beauty during the pandemic .

In terms of demographics, 41% of Gen Z list skin care as the product they consume the most, followed by 40% of Millennials, 31% of Gen X consumers and 31% of Baby Boomers.

For Gen Z, eye makeup is their second most popular beauty category, while older consumers said they still like to buy perfume , shower gel , soap and lotion.

Since the pandemic began, 33% of respondents said the first activity they added to their health and wellness routine was a skincare routine. Other new activities initiated during the pandemic included at-home workouts at 23% , taking vitamins and supplements at 22%, and starting a meditation routine at 8%.

“The survey uncovered new consumer insights and trends that beauty brands should keep in mind,” Sykes said. “For example, a key takeaway was that shoppers of all generations agreed that brand values ​​play a big role in their purchasing decisions when it comes to buying their favorite beauty products. ”

North America

Sustainable Beauty

Baby Boomers