Here’s how they’re spending
Asian Americans skew younger, more educated, and more affluent compared to the average American – holding a higher level of spending potential. They’re highly engaged and in touch with the beauty space, but how are they spending exactly?
Asian Americans are a growing population and skew younger, more educated, and more affluent than the average American.
17.8 MM
Asian adults in the U.S.
The population has nearly doubled since 2000.
43
Median age of Asian American adults
The average is 47 for all U.S. adults
51%
Of Asian Americans have a Bachelor’s degree or higher
Compared with 32% of all U.S.
27%
Of Asian Americans live in multigenerational households
Compared to 19% of total Americans
85,800
Is the median income for Asian Americans
Compared to 61,800 for total Americans
Across most categories, Asian American beauty buyers outpace other groups. The fastest growing categories for this buyer are deodorant +31.7%, fragrance +20.6%, and hair care +14.6%.
While we know they’re highly engaged members of the beauty community, the highest levels of engagement can be observed in facial skincare, fragrance, and hand/body lotion. This is true both online and in-store.
While all facial skincare categories resonate with this group, moisturizers top the rankings with a massive +$53.51 difference in spend rate vs. the average buyer. It’s a key segment for this group of the population.
Where are they shopping?
Given the importance Asian Americans place on skincare, they seek the best brands – at the best price. They’re likely to shop in club and department store channels, Sephora, or Target, outlets that offer the right brands but consider value.
When it comes to online spending, Asian American shoppers are leading the charge, including in both dollar spend and number of trips. This is likely due to their preference for trying new products, new brands, or seeking exclusive lines.
AAPI consumers outpace total US customers in all Face segments, most heavily in moisturizers
| Facial Skin Care Segments | Buy Rate of Asian Americans | Difference over Total US |
|---|---|---|
| Moisturizer | $147.07 | +$53.51 |
| Skin Appliances | $74.00 | +$30.44 |
| Treatment | $57.13 | +$17.22 |
| Cleanser | $65.95 | +16.70 |
| Eye Skin Care | $59.78 | +$15.08 |
| Toner | $31.95 | +$5.47 |
| Cleanser wipe | $16.26 | +$2.02 |
Understand this key consumer
The Asian American beauty buyer is a highly engaged consumer in the beauty space – and they’re willing to spend. Brands and retailers have an opportunity to grasp success with this segment by understanding where and how they shop.
For a deeper dive, explore the full report available for purchase here.
