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Wednesday, October 18, 2023Trends

American youth consumption in 2023

La consommation des jeunes Américains en 2023

Twice a year, investment bank Piper Sandler surveys a sample of teenagers in the United States. The aim? To gain a better understanding of their spending habits and identify their main spending areas.

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To carry out this survey, Piper Sandler questioned 9193 Americans living in 49 different states. The average age of the panel is 15.7. It is made up of 54% boys, 45% girls and 1% non-binary people. 47% of the sample has a student job.
They live in households with an average annual income of $70,000.
The survey was carried out between September 4 and September 27, 2023.

As usual, the study highlights respondents’ favorite brands.
Here are the results for the beauty sector.

The stores most popular with respondents are:
• Sephora (37%)
• Ulta (32%)
• Target (9%)
• Amazon (5%)
• Walmart (5%)

Their favorite brands are:
• e.l.f. (29%)
• Rare Beauty (13%)
• Maybelline (6%)
• Charlotte Tillbury (5%)
• L’Oreal (5%)

In their “skincare” ranking, we find in order:
• CeraVe (37%)
• The Ordinary (9%)
• La Roche-Posay (5%)
• Cetaphil (5%)
• Glow Recipe (4%)

When it comes to fragrances, they favor:
• Bath & Body Works (31%)
• Sol de Janeiro (17%)
• Victoria’s Secret (11%)
• Ariana Grande (5%)
• Dior (4%)

Finally, to care for their hair, they like to use:
• Olaplex (8%)
• SheaMoisture (6%)
• Amika (5%) …

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