Gen Z is reshaping spending by cutting back on everyday essentials to fund premium purchases in wellness and beauty, signaling a shift in how value is prioritized across categories. Here's what you need to know:
59% of Gen Z consumers deliberately cut spending on staples like food, beverages, and household goods to fund premium purchases in health and wellness (25% willing to pay a premium) and skincare and beauty (22%), with 31% opting for private-label food and 24% choosing store-brand household goods to save money.
While Gen Z still ranks national brands #1 in purchase preference, they notice them far less than Boomers, with only 44% of Gen Z saying a national multi-purpose cleaner "stood out first" versus 68% of Boomers.
CeraVe stands out to 52% of Gen Z, but only 33% want to learn more, while DTC brand Blueland stands out to just 18%, yet 30% want to learn more.
42% of Gen Z and Gen X purchased food or beverages from chains like Dollar General or Dollar Tree in the past month, compared to just 25% of Boomers, reflecting a broader generational shift toward value-driven shopping channels.
The same Gen Z consumer who chooses store-brand cereal will pay a premium for AG1, and this pattern is already fully active in Millennials, with 62% trading down to store brands while 43% plan to subscribe to food and beverage products (the highest of any generation).
Gen Z is reshaping spending by trading down on everyday essentials to fund premium purchases in health, wellness, and beauty, signaling a shift in how value is prioritized across categories. Get data on the brands capturing Gen Z attention and dollars.
The same Gen Z consumer who chooses store-brand cereal will pay a premium for AG1
Charm Growth Score: 71.21
Charm Success Score: 90.96
Fastest-Growing Channel: Facebook
Median Price: $48.00
AG1 is a daily nutrition supplement that supports overall health with a blend of vitamins, minerals, and whole-food ingredients, paired with AGZ to support rest and recovery.
30% of Gen Zers want to learn more about Blueland
Charm Growth Score: 61.75
Charm Success Score: 73.64
Fastest-Growing Channel: Instagram
Median Price: $21.00
Blueland creates everyday cleaning products designed to reduce plastic waste, offering effective formulas that prioritize both household use and environmental impact.
Everyone talks about trends in ecommerce, but by the time most people notice them, the opportunity is already gone.
Charm’s Trend Watch is a monthly webinar series designed to uncover the signals behind fast-growing DTC brands, viral TikTok Shop products, and emerging ecommerce trends before they peak.
Using data from millions of ecommerce brands and TikTok Shops, each session highlights the brands, products, and market shifts shaping where commerce is headed next.
April's webinar will focus on the beauty category, one of the fastest-moving sectors in ecommerce and social commerce. We’ll share insights on rising beauty brands, products gaining traction on TikTok Shop, and the signals retailers, investors, and brands should watch now.
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