Asian Consumers’ Preferences and Buying Habits

The cosmetics industry is shaped by different consumer preferences and behaviours around the world. To get a clearer picture of these differences, Rakuten Insight conducted a survey using its proprietary panels in 12 key markets, including China, Hong Kong, Indonesia, India, Japan, South Korea, Malaysia, the Philippines, Singapore, Thailand, Taiwan, and Vietnam.

This survey aimed to learn more about how consumers shop, what products they prefer, and where they like to buy their cosmetics. By diving into this data, we want to help brands better understand and respond to what consumers in each market really want.

Cosmetics Buying Frequency: A Diverse Landscape

When it comes to buying cosmetics, consumer habits can be quite diverse. About 8% of people purchase cosmetics every week, with an additional 7% buying them more than once a week. A larger group, 39%, shop for cosmetics 1 to 3 times a month, while 24% make purchases 2 to 5 times a year. There’s also a smaller segment—5%—who buy cosmetics 6 to 11 times a year and 17% who shop for them once a year or less. This shows a mix of regular shoppers and those who buy only as needed.

In the Philippines, for instance, 55% of consumers buy cosmetics monthly, showing a strong engagement with these products. Thailand isn’t far behind, with 50% also purchasing cosmetics monthly. In contrast, Japan sees less frequent purchases, as only 35% buy cosmetics each month, and 40% go for a few months before buying again.

Consumer Priorities: What Drives Purchase Decisions

Certain priorities stand out when it comes to buying cosmetics. Moisturizing properties are key for 58% of consumers who look for hydration in products. Price value is important to 54%, indicating a desire for good deals. Around half of consumers (50%) are drawn to natural ingredients, showcasing the shift toward clean beauty. Sun protection is also a big deal for 49%, and 41% rely on user reviews when making their choices.

Anti-ageing benefits are a priority for 39%, and many people (38%) are particularly concerned with products suitable for sensitive skin. Other important factors include organic ingredients and dermatologist-tested products, both important for 33% of shoppers. Texture improvement and cruelty-free options matter to fewer consumers but still play a role in decision-making. Preferences can vary by region—quality is a big focus in South Korea, while price tends to be a top concern in India.

Shopping Channels: E-Commerce Takes the Lead

As for where people like to shop for cosmetics, online marketplaces take the lead at 47%, followed closely by supermarkets at 44% and department stores at 39%. About 30% of consumers are loyal to beauty retailers, while 32% prefer pharmacies. Brand websites attract 22% of shoppers, with social media playing a smaller role at 12%.

E-commerce is clearly on the rise, offering convenience that many consumers appreciate. Still, physical stores are important in certain areas. For example, 60% of consumers in the Philippines prefer online shopping, while 55% lean towards digital purchases in Thailand. Meanwhile, Japan shows a strong preference for in-store shopping, with half of consumers choosing physical outlets, and Vietnam follows suit, with 45% preferring traditional shopping methods.

Generational Differences in Cosmetics Purchasing Behavior

The cosmetics market also reveals distinct generational differences in purchasing behaviours and preferences. Gen Z stands out in their focus on organic (34%) and cruelty-free products (16%), highlighting a growing demand for ethical consumption. In contrast, Baby Boomers show less interest, with only 22% and 8% respectively. Both Gen Z and Millennials emphasize natural ingredients, with 47% and 33%, respectively, indicating a shift towards clean beauty.

Looking at shopping habits Gen X (43%) tend to shop at supermarkets more frequently, while Gen Z (49%) and Millennials (47%) prefer online marketplaces, demonstrating their comfort with digital shopping. Gen Z (25%) and Millennials (22%) are also more likely to purchase directly from brand websites, signalling a desire for brand engagement. Meanwhile, Baby Boomers (38%) and Gen X (33%) favour pharmacies, reflecting their focus on health and wellness.

Conclusion

The Rakuten Insight survey offers a glimpse into the Asian cosmetics market, revealing how diverse consumer habits and preferences can be. From the frequency of purchases to the types of products favoured, it is clear that cultural, economic, and generational factors play a significant role in shaping consumer behaviour. While some markets, like the Philippines and Thailand, show high engagement with cosmetics, others, like Japan, lean towards less frequent purchases.

Product preferences also vary: some consumers prioritize personal care products, while others focus more on skincare or makeup. Factors influencing consumer choices include moisturizing benefits, pricing, natural ingredients, and sun protection, which vary from one market to another.

E-commerce is on the rise, especially among younger consumers like Gen Z and Millennials, who also drive the shift toward ethical and clean beauty. However, physical stores still hold their ground, especially in markets like Japan and Vietnam, where traditional shopping methods remain popular.

For brands, these insights emphasize the need to tailor strategies to meet the specific needs and preferences of each market. The future of cosmetics lies in personalization, innovation, and a deep understanding of what truly matters to consumers.

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