Most Asian-Americans believe beauty starts from the inside out—a sentiment reflected by grocery baskets that over-index with fresh meats, vegetables and fruits. But Asian-Americans take a holistic approach to beauty and spend more than average in the health and beauty department, too.

Nielsen’s latest report, Asian-Americans: Culturally Connected and Forging the Future shows that Asian-Americans spend 70% more than the average share of the U.S. population on skin-care preparation products, 25% more on fragrances, 15% more on hair care, 12% more on personal soap and bath and 7% more on cosmetics.

Personal care maintenance and the desire to live healthy lifestyles are also imperative to Asian-American shoppers. They spend 22% more on oral hygiene, 28% more on sanitary protection and 6% more on vitamins than average. With a median age of 35, Asian-Americans are younger than non-Hispanic whites (42), so they also spend more than average on family-planning (39% more) and baby-care (31% more) products.


Millennial Asian-American women (aged 18-34) who are heads of their households know what they want and demand the best quality. In fact, an extreme affinity for branded products makes them less likely than non-Asian-American Millennial woman to choose private-label brands. When asked about brand and private label preferences, Asian-American women are more likely to agree with the following statements:

  • Name-brand products are worth the extra price.
  • Private labels have non-appealing packaging, which deters me from buying.
  • Private labels are not suitable where quality matters.
  • I don’t know enough about private labels to try them.
  • I don’t feel comfortable serving private label products to guests.

Millennial Asian-American women not only care deeply about their own appearances, they also shop for the men in their households. They purchase men’s toiletries 9% more frequently than non-Asian-American female heads of households and spend 20% more on average.

Marketers looking to reach Asian-Americans should consider offering cosmetic consultations and free product samples to increase trust and a willingness to try new items.

Other findings in the report include:

  • Asian-American buying power equaled $770 billion in 2014 and is expected to reach $1 trillion by 2018.
  • Asian-Americans are 31% more likely than average to buy organic foods and are 23% more likely to evaluate the nutrition of products.
  • Eighty-eight percent of Asian Americans own credit cards, compared with 66% of the general population.
  • Asian-Americans are leaders when it comes to technology, mobile and social media usage, and they watch and download more movies than any other ethnic segment.