Gen Zers open their wallets for self-care

Gen Zers open their wallets for self-care

The Future. The Zoomer passion for healthy living is reflected in the brands they choose to buy, with high-quality food and self-care products topping Numerator’s list of fast-growing brands in 2022. If companies want to capitalize on Gen Z’s increasing spending power, they may have to appeal to Zoomers’ long-term values like health and sustainability more than their desire for short-term gratification.

Savvy shoppers
Insider reveals the products in Gen Zers’ carts.

• Fun canned drinks like low-sugar and prebiotic soda from Olipop and cocktails mixed with fruit juice and spirits from BuzzBallz.

• Corn flour for tortillas and other Latin American dishes from Maseca.

• Better-for-you personal care products like deodorant made without aluminum, talc, or phthalates from Native, bath salts and sugar scrubs from Tree Hut, and mouthwashes and lozenges from TheraBreath.

• Feminine care products like organic cotton pads and urinary-tract support supplements from The Honey Pot (a brand that’s open about its materials sourcing).

• Affordable skincare products like cleanser and toner from French drugstore brand La Roche-Posay and acne-controlling medications from PanOxyl and Hero Cosmetics.

TikTok tastemakers
Some of these brands have been around for a while but have enjoyed a boost in popularity from (you guessed it) TikTok. Maseca’s corn flour originated in 1940s Mexico, while TheraBreath was founded in the early 1990s, and they’re still going strong.

While the packaging, messaging, and distribution of products might change over generations, the reason for their popularity stays the same. Young people will always open their wallets for products that make them smell, look, and feel good.