According to the latest analysis by NielsenIQ, Canadians aged 20 to 35 are the most influential players in the beauty market. By 2036, there will be 7.8 million of them, a 5% increase from today. This demographic weight is accompanied by growing purchasing power and cultural influence.
Young adults already spend $1.7 billion a year on beauty products, with annual growth of $26 million. They represent only 18% of buyers, but their contribution, in terms of both value and volume, is well above their demographic weight. Their presence is particularly strong in the fragrance, skincare, and makeup categories. For this generation, beauty is no longer a luxury but a real priority.
Feeling good about yourself
Skin care has a penetration rate of 90% and represents an average expenditure of $235 per buyer. For these consumers, the investment is worthwhile because, for them, cosmetics are a vehicle for well-being.
A primarily digital experience
More than 54% of young adults now buy their beauty products online, compared to 43% of the population as a whole. They are demanding and expect seamless, personalized, omnichannel experiences. “For brands, the key lies in optimizing the mobile experience and ensuring consistency between e-commerce, social media, and physical distribution.”
Purchasing channels undergoing major changes
While pharmacies and specialty stores remain major channels, young adults are broadening their horizons. They are shopping at supermarkets, on Amazon, and at discount stores. This diversification reflects their need for convenience, accessibility, and …
