(NewsNation) — As Generation Alpha’s obsession with skin care continues to flood social media feeds, consumer intelligence company NIQ investigated whether consumer buying behaviors coincide with all the hype.
It turns out, it does.
Generation Alpha, encompassing individuals younger than 14, has spent more money on skin care products than the average American buyer compared to last year, according to NIQ data.
As one of the first generations to grow up fully in the digital era of social media, today’s teens — children between 13 and 17 — and tweens — children between 6 and 12 — are often influenced by the latest online trends.
One of those most popular trends is skin care.
“Social media has helped fuel Gen Alpha’s skin care obsession with content creators like North West, Penelope Disick, and Haven and Koti Garza racking up millions of views on their get ready with me videos,” NIQ reported.
These social media accounts have helped to promote skin care routines that young viewers can adopt, NIQ said. Plus, the company found that skin care products are more attainable than makeup products.
Households with teens and tweens are spending money on cleanser, toner and treatments at higher rates than the average American buyer, according to NIQ data.
The NIQ report found that Gen Alpha’s annual increase in spending has also doubled that of the average consumer. Households with teens have spent an average of $150.76 on skin care products in the current year compared to an average of $128.91 the year before, reflecting a $21.84 spending increase. The average U.S. consumer has spent an average of $140.64 on skin care compared to $128.73 the year prior, only a $11.90 spending increase.
Overall, NIQ found that households with teens and tweens are outspending the average American consumer when it comes to skin care.
