Share of shoppers buying beauty products online in Europe 2023, by generation

Published by
L. Yltävä,
Oct 9, 2024
Sweden had the highest percentage of Gen Z online beauty shoppers compared to other European countries in the second quarter of 2023. Almost half of Swedish Gen Z consumers purchased make-up related goods through digital channels. The United Kingdom and Germany, in turn, had the highest percentage of millennial beauty shoppers, at around 54 percent. Greece had the highest share of Gen X and baby boomer beauty shoppers, with 40 percent and 29 percent, respectively.

Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation

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Sources

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Release date

January 2024

Region

Europe

Survey time period

Q2 2023

Number of respondents

19,293 consumers*

Special properties

consumers who shop beauty products online on a monthly basis

Supplementary notes

*Consumers participated in the survey in the following countries: the U.S., UK, Ireland, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece. A minimum of 1,000 respondents participated from each country.

The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.

The source does not provide a release date, the date used is that of last access.

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Market overview

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Consumption

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Beauty and personal care e-commerce in GermanyBeauty and personal care e-commerce in FranceBeauty and personal care e-commerce in EuropeNatural and organic cosmetics in EuropeCosmetics in Germany
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