Understanding Native American beauty consumers

Considering lifestyles of Native American consumers 

When evaluating opportunities to market to Native American beauty-buying households, it is important to take lifestyle into account. Native American beauty consumers are more likely to: 

• Have a lower income 
• Be younger  
• Have children at home 
• Live in rural areas 

• Have less than a high school education 
• Live in the west 

Even though they are more likely to live in rural areas, Native American consumers make 29 beauty shopping trips per year, one more than the average U.S. household. Not only do they shop more, they spend more, with an average basket size of $12.15 versus $11.29 for total U.S. consumers. 

“Beauty and personal care are both important to Native American consumers. They may be more likely to face financial and geographic barriers to purchase, but our data shows that some of those obstacles may not have a significant impact on how often they shop and how much they spend on beauty and personal care products,” Mayo said.  

Insights source: NielsenIQ Homescan 52 weeks ended October 23, 2021