Most Asian-Americans believe beauty starts from the inside out—a sentiment reflected by grocery baskets that over-index with fresh meats, vegetables and fruits. But Asian-Americans take a holistic approach to beauty and spend more than average in the health and beauty department, too.
Nielsen’s latest report, Asian-Americans: Culturally Connected and Forging the Future shows that Asian-Americans spend 70% more than the average share of the U.S. population on skin-care preparation products, 25% more on fragrances, 15% more on hair care, 12% more on personal soap and bath and 7% more on cosmetics.
Personal care maintenance and the desire to live healthy lifestyles are also imperative to Asian-American shoppers. They spend 22% more on oral hygiene, 28% more on sanitary protection and 6% more on vitamins than average. With a median age of 35, Asian-Americans are younger than non-Hispanic whites (42), so they also spend more than average on family-planning (39% more) and baby-care (31% more) products.
Millennial Asian-American women (aged 18-34) who are heads of their households know what they want and demand the best quality. In fact, an extreme affinity for branded products makes them less likely than non-Asian-American Millennial woman to choose private-label brands. When asked about brand and private label preferences, Asian-American women are more likely to agree with the following statements:
Millennial Asian-American women not only care deeply about their own appearances, they also shop for the men in their households. They purchase men’s toiletries 9% more frequently than non-Asian-American female heads of households and spend 20% more on average.
Marketers looking to reach Asian-Americans should consider offering cosmetic consultations and free product samples to increase trust and a willingness to try new items.
Other findings in the report include:
For more detail and insight, download Nielsen’s Asian-Americans: Culturally Connected and Forging the Future Report.