Post-90s generation consumers are the core growth driver for the personal care market in China.
In China, demographic cohorts were often defined by decades in which the segment was born. Post-90s generation refers to those who were born in the 1990s. They were once considered as "emerging consumers".
But now in 2019, they are in their 20s (from 20 to 29) and have become mainstream consumers for many categories. For personal care brands, they are the core growth driver.
Kantar Worldpanel data showed that on average, in 2018, each female post-90s generation consumer spent 216 yuan more on personal care products than in 2017.
More importantly, they contributed to nearly 30% of personal care category sales value growth. Their contribution to skincare and cosmetics sales value growth was an even higher 35%.
Post-90s generation consumer engagement has become the make-or-break factor for many brands. For example, for the top 50 skincare brands, their sales value growth is co...
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