The power of Asian American beauty consumers: Insights from NIQ's AAPI report



The power of Asian American beauty consumers Insights from NIQ s AAPI report

Consumer intelligence company NIQ has released its “State of the AAPI Beauty Consumer Report,” providing a detailed breakdown and insights into this consumer demographic’s purchasing power and shopping habits. As noted in the report, “17.8MM Asian adults live in the US (the population has nearly doubled since 2000,” and “$85,800 is the median income for Asian Americans, compared to $61,800 for total Americans.”

Therefore, “the Asian American population remains a dynamic group of consumers with the ability to create major market shifts,” Kymberly Graham, VP of Global Thought Leadership at NIQ, told CosmeticsDesign. “Their values, preferences, and tastes heavily influence trends and, due to their high engagement with broad categories, the growth potential is exponential,” she continued. As a result, “many possibilities exist when brands prioritize the needs of Asian American consumers who are pioneering marketplace forces.”

Here are our key takeaways from the report.

High spending and engagement of Asian American beauty consumers

The NIQ report first noted that “Asian American consumers are valuable beauty and personal care consumers”, adding that “AANHPI consumers are also highly engaged consumers of beauty.” Asian American consumers, who represent 6% of beauty and personal care buyers, spend 18% more dollars per buyer and $4.63 more per trip than the average US beauty consumer, the report stated, for a total of $958.07 per buyer and $22.10 per trip on 43.4 trips per year.

The report continued that Asian Americans are also strong online beauty shoppers. Asian Americans have a reported $545 item buying rate for online beauty and personal care spending, which is $126 more than the total US buyer item buying rate. Asian American online beauty and personal care purchase frequency in the previous 12 months is also higher than the US total at 16.7 (+1.2 over total US).



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