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Insight of the Day: Gen Alpha Is Driving 49 Percent of Drugstore Skin Care Sales Growth, per NIQ

According to data from NIQ, Gen Alpha is driving a significant portion of the growth in mass skin care sales, accounting for 49 percent of the overall growth. Despite only 26 percent of households having a member of this cohort, tweens from Gen Alpha are fueling the growth in the mass skin care market.

Facial treatments, including serums and masks, are the fastest-growing category in mass skin care, with a year-over-year growth of 38.3 percent. This indicates that there is a growing interest among Gen Alpha consumers in incorporating facial treatments into their skincare routines.

The trend of kids getting into the skincare category at a younger age is seen as a key factor in driving the growth of mass skin care sales. As Gen Alpha consumers become more interested in skincare and beauty products, brands are likely to see continued growth in this market.

Overall, Gen Alpha's influence on the mass skincare market is significant, and brands that cater to the needs and preferences of this age group are well-positioned to capitalize on this growth.

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