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