Insights Flash: Consumer Edge demographic data reveals which beauty brands Are exposed to declining confidence
September’s Consumer Confidence Report showed weakening trends for both current conditions and expectations for income, business, and labor market conditions. The report highlighted the sharpest decline in confidence occurred among those in the 35-54 age group and among those earning less than $50k: “The drop in confidence was steepest for consumers aged 35 to 54. As a result, on a six-month moving average basis, the 35–54 age group has become the least confident while consumers under 35 remain the most confident. Confidence declined in September across most income groups, with consumers earning less than $50K experiencing the largest decrease. On a six-month moving average basis, consumers earning over $100K remained the most confident.”
We leverage Consumer Edge U.S. transaction data to determine which brands are most exposed to these groups and therefore could be at risk if decreased confidence leads to a pullback in spend. Today, we focus on the key Beauty industry. The percentages in the charts below show how much of each brand’s overall spend for the last 364 days comes from the indicated demographic groups.
It will be interesting to see if these two groups’ confidence levels rise in the coming months, especially as we approach the holiday season. We will continue to monitor the trends among these individuals, as well as the under 35 crowd and those making over $100K.
Consumer Edge is the leading provider of alternative data for consumer spending and the sole source of global revenue signals. To gain insights into beauty market intelligence, and trends, request a demo of CE products.
About the Authors
Nick Rushé is an Insights Analyst for the CEIC. Follow him on LinkedIn.
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