Dive Brief:
- Compared to consumers overall, NYX Professional Makeup, Clinique, Dollar General, Crocs and Victoria’s Secret are among the fastest growing brands for Gen Z shoppers, according to a Morning Consult report shared with Retail Dive. As for all consumers, Shein, Amazon Pharmacy, e.l.f. and Clinique are the top brands and retailers on the same list, according to the report.
- Shein is ranked the second fastest growing brand for millennials. The proportion of parents interested in buying clothing from Shein has risen from 34% in July to 41% in October, according to the report.
- Nearly half (46%) of Gen Z shoppers have considered buying items from Dollar General. That share grew to 56% for Gen Z TikTok users and 60% of daily TikTok users, per the report.
Dive Insight:
Morning Consult’s report suggests that Gen Z’s interest in Dollar General stems in part from inflation concerns and social media use. TikTok has become the go-to platform for viewing shopping hauls and finding cheaper alternative products at retailers, including dollar stores.
“Videos featuring products from discount retailers are racking up millions of views, like one of a beauty influencer finding an Ulta Beauty eyeshadow palette for a fraction of the price or even an entire account devoted to budget grocery shopping,” the report noted.
Other research has tried to pinpoint which brands are popular among Gen Z shoppers. According to a Piper Sandler report released in April, Ulta, Sephora and Target were the top beauty retailers for Gen Z consumers. The survey also found that Nike was the leading clothing brand, followed by American Eagle and Lululemon. Legacy beauty brands like L’Oreal and Estée Lauder have been trying to keep up with emerging competitors like e.l.f. as they gain ground with Gen Z consumers.
Gen Z consumers have been turning to other social media platforms to make purchasing decisions, research indicates. A report from the International Council of Shopping Centers released in June found that 45% of Gen Z consumers cited TikTok and Instagram as go-to social platforms for making purchasing decisions, coming ahead of YouTube, Facebook, Snapchat, Twitter and Reddit.
