Loyalty cards.

Plastic loyalty cards. Most of us have a whole bunch of them stacked in our wallets or lying around at home and have most definitely been offered to sign up to many more. They promise us discounts, cashback and rewards for being loyal customers when shopping in-store. But there are only so many loyalty cards you can fit into one wallet. How can brands convince consumers to sign up to yet another loyalty program? How is shoppers’ behaviour with respect to loyalty cards changing in the face of the rising popularity of mobile payments?

In this report, we deep dive into the attitudes towards loyalty cards across 19 markets, with responses from 20,000 consumers across the world.

Happy exploring!


Klarna research occurred in May 2022, in cooperation with Dynata and across 19 countries (US, Canada, UK, Ireland, Australia, New Zealand, Germany, Austria, Poland, Netherlands, Belgium, France, Sweden, Norway, Finland, Denmark, Italy, Spain, and Portugal). The survey includes a minimum of 1,000 respondents in each country. In total, 20,413 consumers ages 18 to 75 participated.

19 countries

20,413 consumers

Are there more loyalty cards or wallets in the world?

The retail version of the “doors or wheels” brain teaser could be “loyalty cards or wallets”. If you check the homes and pockets of shoppers across the world, will you find more loyalty cards or wallets?

The majority has more than one.

Many retailers offer incentives and benefits to retain loyal customers and it’s clear they are very popular. While very few shoppers are not tempted by discounts and rewards from their favorite retailers, the vast majority has more than one.


have at least one loyalty card.


have more than one.

Most loyalty card holders use it at least one once a week.

Whether you’re shopping for groceries and everyday essentials, making a dream purchase or have found yourself at the checkout with an impulse buy, reward programs appear to work well as an incentive for using loyalty cards. After all, every penny spent counts towards a return. 2 out of 3 are using a loyalty card on a weekly basis, while 9 out of 10 are using them once a month. An estimate based on the frequency of usage shows that the average shopper uses a loyalty card around 108 times each year.

Overwhelming amounts of physical cards.

Today, despite a massive shift towards digital payments, you are still very likely to find a plastic loyalty card in most shoppers’ wallets. But you are equally as likely to find a shopper who has left one or more of their cards at home, or rejected the idea of signing up to another loyalty program altogether, unwilling to carry another card with them while out shopping.

The wide availability of loyalty programs is overwhelming for shoppers.

Ever been out shopping and been asked to join another reward program? You are not alone. We’ve all been there, stood at the checkout weighing up whether it’s worth signing up to another loyalty program. Is the opportunity to save money great enough? Is it worth having to carry another card with me? With the majority of retailers offering a loyalty program these days, consumers are feeling overwhelmed. This sentiment is felt most strongly by younger generations, while the Baby Boomers are the most open to joining new and a broader number of programs.

Many loyalty cards are left behind by shoppers.

Despite the benefits of discounts, rewards and cash back loyalty programs, the majority of shoppers are not bringing all their loyalty cards with them when they go shopping – which means that they risk losing out on the benefits if caught without their card at the checkout.


52% of shoppers don’t carry all their loyalty cards with them.

Gen Z

are the most likely to leave their physical cards at home, and less than a third (31%) have all their loyalty cards available when they go shopping.

The vast majority of shoppers have rejected a new loyalty card.

There are no downsides to signing up for a loyalty card… or are there? Despite loyalty cards being offered to shoppers for free, with the intention to save users money, consumers still reject signing up to new loyalty programs. Why? For the majority, it comes down to how attractive the reward program is, although nearly one-third have also avoided a loyalty program simply because they didn’t want to add another card to their wallet. What’s clear is for retailers to onboard new loyalty members, the kickback needs to outweigh the hassle of signing-up and committing to another card.


of shoppers have rejected a loyalty card. Gen Z’ers (81%) are the most likely to have done so, while Baby Boomers (55%) are the least.


say it is because they don’t want another card to carry with them – or any plastic cards at all.

Missing out on the benefits.

Have you ever reached the checkout to discover you left your loyalty card at home so can’t collect the reward points? Or that you previously declined one in the same checkout because you didn’t want to carry another plastic card? You are not alone with this either, and you are once again more likely a member of the younger generations.

Is the future of loyalty cards digital?

The shift towards digital has never been faster. Today shoppers are in search of more efficient solutions that help them save time and money when shopping. With smart ways to pay on your phone, loyalty cards will follow a similar transition.

Shoppers are positive towards replacing their plastic cards with a mobile app.

Unsurprisingly, given that shoppers express feeling overwhelmed by the amount of loyalty programs available and as a result, the number of plastic cards they need to carry with them, an overwhelming majority are positive towards carrying them digitally.

73% of shoppers globally are positive about replacing their plastic cards with an app that stores all of their loyalty and rewards programs digitally. While this trend is reflective across demographics, the sentiment is the strongest among the younger generations, with 81% of Gen Z’ers and 82% of Millennials look forward to a future in which they never miss out on potential benefits in the checkout when shopping at their favorite stores – assuming they wouldn’t leave their smartphones at home.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Welcome to Klarna’s mobile shopping report!

Consumer shopping habits have changed. More reliant on digital devices than ever before and with a growing preference towards mobile which is driving significant behavioral changes among consumers, today there is an increased demand for convenience and flexibility while shopping.

As Klarna has recently launched its new shopping app, we took the opportunity to examine how the rise of mobile has changed consumer shopping habits, as well as to identify the emerging trends that will shape shopping in the future as consumers continue to embrace the mobile experience.

In summary, as shopping becomes more mobile-oriented consumers are looking for a digital-first shopping experience overall, with streamlined shopping apps, digital credit cards, and more.


Klarna’s Shopping App Survey was sent out online in collaboration with research agency Dynata to a representative sample of more than 13 000 participants from 13 countries, conducted in collaboration with research agency Dynata.

This report uses additional consumer research conducted with NEPA across 11 countries  (the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland). The research is conducted on a quarterly basis and always includes a minimum of 1000 respondents in each country per quarter. In total, 18,000 consumers participated during Q4 2021 (October-December).

13 countries

18,000 consumers

3 continents

High usage of mobile phones when shopping.

Mobile phones have grown to become one of the most prominent channels for shopping. They have changed the way consumers shop online, helping people to  discover and find what they need quickly, wherever they are and at whatever time.

Mobile shopping as common practice.

Shopping has become increasingly mobile-oriented, with 71% of people on average saying they have shopped on their mobile.

5 in 7

consumers have already shopped on their mobile phones.


of Americans have already shopped on their mobile phones.

Mobile shopping is on the rise compared to two years ago (before the pandemic).

Many consumers have changed their purchasing habits as a result of the pandemic, with more now turning to their mobile devices to carry out their shopping needs.  Although much of the growth in mobile shopping compared to two years ago is Gen Z and Millennial-driven, this trend is reflective across demographics. 


of Gen Z’ers have shopped more on their mobile phones compared to two years ago, compared to 56% of the general population

1 in 2

Baby Boomers in the US, the UK and France have done the same

An increased preference for mobile phones when shopping.

Although the majority of consumers still prefer to purchase online using traditional desktops or laptops, a number of consumers prefer to use mobile devices, and this preference is on the rise.

  • There is a clear trend for increasing mobile preference in the Nordics. Meanwhile, German shoppers are turning in the opposite direction.
  • The US is the only country where the majority of shoppers have a higher preference for mobile devices than computers.
  • The only countries with a mobile preference lower than 30% are Belgium and France. Four countries (Austria, Finland, the Netherlands and Sweden) have a preference below 30% but mobile shopping has clearly trended upwards during 2021.

Millennials rely more on their smartphones for online shopping.

Preferring to shop on mobile correlates with consumers who have a higher online shopping frequency in general. In general, preference for mobile shopping is  highest among younger generations (Millennials and Gen Xers).

This chart illustrates the preference for mobile shopping for consumer groups that are well above the general average.


shop online at least once a week on their mobile phone.


of Millennials shop at least once a week on their mobile phone.

In-store with a digital footprint.

The ability to research products online before visiting a store is an integral part of the path to purchase. Many shoppers start their shopping journey by doing research online using their mobile devices before visiting the store to shop for their final purchases.

The in-store shopping journey begins online.

The digital evolution does not only mean people are shopping more online. Online research, also called “webrooming,” plays an important role throughout the in-store shopping journey. The majority of modern day trips to the mall start online.

The chart below illustrates the percentage of in-store shoppers who usually research online before shopping in physical stores.

  • Online pre-search is most prevalent for Clothing, Electronics and Beauty products.

  • Electronics stands out as a high pre-search category. Consistent across all generations, at least 8 out of 10 shoppers say that they research items in this category before buying in-store.

Online research has become part of the in-store shopping experience.

The evolution of smartphones has forever changed the in-store shopping experience. Similar to online, in-store shoppers are also making comparisons for competitive prices and offers and checking product reviews and testimonials to make sure they are buying the right product. If you see someone on their phone in a store, there’s a high chance they are doing some additional product research before making a final purchase.

The chart below illustrates the hare of in-store shoppers using their smartphone to research products while in physical stores. 

  • Americans, Australians and Scandinavians do this most often.

  • The stereotypical Nordic preference for having more personal space may come as quite handy for in-store shoppers wanting to keep shop owners unaware that they are not texting or checking the weather, but in fact using their mobile to draw price comparisons and see whether the grass is greener somewhere else.

Mobile shopping has also changed the way consumers interact with brands. As a growing number of consumers embrace mobile, the expectations on the online experience continues to reach new heights.  Nowadays, people are looking for a seamless online shopping experience, that meets their personal needs.

More informed mobile shoppers.

While the digitalization of retail has given additional power to the consumer—including more choice and information—it has also made the decision-making process more complex.Drawing price comparisons and searching for deals and promotions are the most common activities people do when shopping online, followed closely by the ability to manage bought and returned items through delivery tracking.

9 in 10

consumers compare prices and look for deals and promotions online.


of consumers keep track of their deliveries and returns

Virtual cards on the rise.

Virtual cards, also known as electronic cards, can be used when making online purchases and act as replacements to regular physical cards.

This chart illustrates the percentage of consumers across the globe who have heard of virtual cards and those who have also used them when making online purchases.

3 in 5

consumers have heard of virtual cards for online transactions

2 in 5

of Gen Z and Millennials have used virtual cards for online shopping

Reasons behind using a virtual card when shopping.

Convenience is key. When shopping online, consumers are actively searching for more efficient and quicker ways to checkout, making it the first driver for using a virtual card.


use virtual cards for convenience in the US.

1 in 2

consumers use virtual cards for improved anonymity, privacy and security.

Online shoppers embracing virtual cards in the future.

When making future online purchases, it is clear that virtual cards are going to be increasingly embraced by consumers.


US Millennials would prefer using a virtual card for their future online purchases.

4 in 5

of Gen Zers would purchase with a virtual card when shopping online.

High usage of mobile apps and shopping apps.

Consumers today have a vast selection of apps installed on their phones, ranging from travel and transportation to shopping, music, and healthcare, among many others. Nonetheless, only a few apps are being used on a weekly basis and consumers express clear frustrations in regards to the number of apps on their devices and how they need to continuously switch between them.

Apps downloaded on one’s phone.


is the average number of downloaded apps a Norwegian or Dutch consumer has on its phone.


is the average number of apps on a Gen Zer’s phone.

Smartphone owners are only using a few apps on a weekly basis.

Although smartphone users are spending more time in apps than before, there is an upper limit as to how many apps a consumer regularly uses on a weekly basis. Consumers have a limited level of engagement with most of their installed apps.

On average, only a few mobile apps are used on a weekly basis.

1 in 4

uses between only 1 to 10% of their mobile apps.


of consumers use more than half of their existing apps.

High number of shopping apps downloaded.

On average, 1 in 5 consumers have approximately 6 to 10 shopping apps downloaded on their mobile devices.

Number of shopping apps used on a weekly basis.

Among the consumers who have shopping apps installed on their phones, on average over 80% use only 1 to 5 (or none at all) on a weekly basis.

Shopping apps overload.

Although mobile shopping is now common practice, the majority of consumers think they have too many shopping apps on their phones.

The chart illustrates the number of apps a consumer considers of no use and would like to delete off their phone whilst going through their  installed shopping apps.

1 in 4

would delete more than half of their existing shopping apps.


of Swedish consumers would delete more than half of their existing shopping apps.

Preference for one single shopping app.

The majority of consumers would like to move away from a very cluttered and complex shopping app landscape and have expressed clear interest in having one single shopping app to simplify their online shopping experience.

Overwhelmed by too many apps.

The majority of consumers feel overwhelmed about the number of shopping apps available.

The chart illustrates the percentage of consumers feeling overwhelmed by the amount of available shopping apps


 of consumers across the globe feel overwhelmed by the number of apps available.


of Finnish and Dutch consumers feel overwhelmed by the number of apps available.

Preference for one single shopping app.

Consumers are embracing the idea of having one single app that consolidates shopping, payments and post-purchase management, such as order management, delivery and returns tracking – all in one place.


would prefer to have one single app that incorporates all the features of the shopping apps they currently use.

3 in 4

Gen Z and Millennials would prefer to have one single app.

The advantages of having one global shopping app.

Simplicity and convenience seem to be the key motivators for having one single shopping app, allowing consumers to perform multiple actions in one place, as opposed to  having to switch between different apps.


70% would use one app because they feel it simplifies the whole shopping experience.


68% of consumers are shopping on mobile devices because it saves them time.

The future of mobile shopping.


would prefer having one single app that would incorporate all the features of the shopping apps they currently use.

3 in 4

of Gen Z and Millennials would prefer having one single app.

That’s it for this time!

The insights in Klarna’s Shopping Pulse is updated on a quarterly basis, so stay tuned for future updates.

Thirsty for more knowledge?

Make sure to check out the other reports that are available at Klarna Insights!


Este informe sobre productos de belleza y cuidado personal examina las tendencias entre los compradores de estos productos en España, Italia y Francia, y cómo evolucionan los valores y expectativas del consumidor.

No cabe duda de que el mundo de la belleza está cambiando. Aunque con la pandemia se volvió más complicado probar un maquillaje u otros productos en las tiendas, el interés por la cosmética no ha dejado de crecer. 

Hoy, la clientela más fiel a este tipo de productos se acerca a ellos con mayor interés por la sostenibilidad y la protección del planeta. La inclusividad y la representación son también prioritarias para un consumidor que exige a las empresas productos más inclusivos y representativos y busca marcas afines a sus valores sociales.

Hemos llegado a conclusiones interesantes sobre lo que piensa el consumidor europeo (incluyendo hombres y mujeres de todos los grupos de edad) sobre los productos de belleza.


Este estudio representativo se realizó en febrero de 2022 en colaboración con la agencia de investigación Dynata con más de 4000 participantes de tres países; España, Italia y Francia; incluyendo a 3000 mujeres.

3 países 

3,000 mujeres

El mercado de la cosmética.

Aunque la pandemia del COVID-19 desconcertó por momentos al sector, los productos de belleza y cuidado personal siguen ocupando un lugar destacado en nuestros cuartos de baño. El sector de la belleza personal es increíblemente variado, desde productos para la piel y maquillajes hasta productos para el cabello o las uñas.

Categorías más vendidas.

Entre todas las categorías disponibles, los productos de skin care o cuidado de la piel son los más vendidos. Le siguen el maquillaje y los productos corporales y de baño. Los compradores de más edad adquieren más productos para la piel, mientras que entre los más jóvenes el gasto se reparte entre maquillaje y productos para la piel.

El 50%

de la generación baby boom de cada país gasta principalmente en productos de skin care.

3 de cada 10

milenials gastan a partes iguales entre productos de skin care y productos de maquillaje.

Cosméticos para cuidarse.

Los motivos por los que se compra un producto cosmético hoy en día están relacionados con el concepto de sentirse bien y mimarse. La belleza está cada vez más ligada a la idea de bienestar.


es el factor primordial para los franceses (51 %), mientras que para los italianos (16 %) y para los españoles (20 %) su importancia es mucho menor. 

Sentirse bien

en cambio, es más importante para los italianos (33 %) y los españoles (39 %) que para los franceses (20 %).

Skin care mejor que maquillaje.

Los productos de skin care se venden más que los productos de maquillaje. La pandemia ha alterado la vida diaria de la mayoría de las personas, forzando al consumidor a adaptar su estilo de vida. Al igual que han cambiado sus necesidades, también lo han hecho sus rutinas de belleza y skin care. Hoy, las generaciones mayores usan cada semana más productos para el cuidado de la piel que los jóvenes.

  • Los productos de skin care superan a los de maquillaje. Un 90 % de media los utiliza, como mínimo, una vez a la semana.

  • Los baby boomers franceses son la generación que más productos utiliza para el cuidado de la piel.

Tendencias de belleza.

En 2022 volvemos a maquillarnos de nuevo. Aunque no es habitual que las nuevas tendencias de maquillaje surjan a principios de cada año, a medida que se relajan las restricciones por la pandemia y más personas vuelven a la oficina y recuperan su vida social, las cifras se vuelven especialmente llamativas. ¿Qué está de moda últimamente entre la gente joven?

  • Los iluminadores son el producto de maquillaje más popular entre la generación milenial en España (72 %) y Francia (63 %).

  • Productos para el contorno del rostro son algunos de los más comprados en Italia (40%), donde los usa más del 50% de la generación Z y la generación milenial.

Utensilios de skin care en las rutinas de belleza.

En la categoría de skin care o cuidado de la piel, hablamos a menudo de esenciales de belleza (hidratantes, sueros, lociones limpiadoras, etc.). A ellos se suma otra categoría que ha ido ganando importancia en la rutina diaria: los utensilios de skin care

Hay muchas opciones para el cuidado facial, que van desde rodillos de jade hasta utensilios de limpieza. ¿Cuáles son las más populares y más usadas por el consumidor?

  • La mayoría de los consumidores de productos cosméticos de España e Italia usan alguna herramienta en su rutina de belleza.

  • La generación Z es la que más las usa.

  • El cepillo de limpieza facial es la herramienta más popular en los tres países, aunque los rodillos de jade vienen en segundo lugar para España (40%) y los tonificadores faciales son más populares en Italia, con mayor uso entre los tres países (35%).


Las tendencias actuales en belleza y sus fuentes de inspiración se comparten a través de contenidos muy diversos (desde contenidos generados por los usuarios hasta campañas de marcas o películas). ¿Dónde y cómo se inspiran las mujeres a la hora de probar las tendencias de belleza? 

  • 2 de cada 5 consumidoras de productos de belleza en Francia, Italia y España prueban las nuevas tendencias por recomendación de su círculo de amigas y conocidas. 

  • Las valoraciones de productos y las reseñas son una referencia básica en España (29 %) e Italia (31 %) y menos en Francia (17 %).

  • 3 de cada 5 integrantes de la generación Z se inspira en tendencias vistas en redes sociales como TikTok, Instagram o YouTube.

Impacto del COVID-19 en los hábitos de belleza.

La forma de las mujeres de comprar productos de belleza está en constante evolución y la pandemia no ha hecho más que amplificar el proceso. Sin embargo, las rutinas de belleza se han simplificado y conceptos como el quererse a uno mismo (self-love) y aceptar nuestro cuerpo (body positivity) están ganando terreno.

Las rutinas de belleza se han vuelto más sencillas.

El cuidado de la piel no tiene que ser una tarea más complicada de lo necesario y muchas usuarias optan ya por rutinas de belleza más sencillas y prácticas. En lugar de lidiar con docenas de productos cada día, ahora la tendencia se reduce a unos pocos pasos básicos que hagan el mismo efecto. Mientras que cada vez nos atrevemos más a volver a salir de casa, seguimos optando por rutinas de belleza más sencillas.

  • Desde la pandemia y en los tres países, los productos de skin care superan a los productos de maquillaje.

  • La generación Z es la que más tiempo dedica a su rutina de belleza.

Productos y servicios personalizados.

A pesar de la simplificación de las rutinas, los clientes buscan innovación y tecnología en los productos de belleza. Cada vez cobran mayor interés las recomendaciones de productos específicos y los servicios personalizados.

  • Las recomendaciones de productos y los servicios personalizados copan el interés de los consumidores de productos cosméticos. 

  • Italia y España se interesan particularmente en el uso de aplicaciones de realidad aumentada para probar el maquillaje.

El skin care cobra más importancia.

La pandemia del COVID ha alterado los hábitos de belleza y la compra de productos cosméticos. Los resultados revelan que se usan menos productos de maquillaje y más de cuidado personal. Está claro que, al pasar más tiempo en casa, podemos dedicar más tiempo a cuidarnos mejor. 

Entre las mujeres encuestadas que afirman haber reducido su rutina de belleza desde la pandemia, 1 de cada 4 ahora se centra solo en cuidarse.

  • Las españolas y las francesas se maquillan menos porque ahora prefieren los looks más naturales.

  • Las italianas, en cambio, se maquillan menos porque pasan más tiempo en casa.

Querernos y aceptar nuestro cuerpo.

El confinamiento nos permitió dedicarnos más tiempo a nosotros mismos. La idea de crear y seguir un estilo de vida saludable ha cobrado importancia a medida que el consumidor se ha adaptado a un estilo de vida hogareño. Los consumidores de todas las generaciones sitúan la salud y el bienestar entre sus principales prioridades.

  • 7 de cada 10 compradores de productos cosméticos priorizan la salud sobre la apariencia. 

  • La generación Z italiana da más importancia al aspecto que al bienestar. Los milenials franceses están en la misma línea.

Belleza sostenible.

El precio, la marca y la calidad siguen siendo factores importantes para el comprador de productos cosméticos. Sin embargo, hoy también importa que las marcas y sus productos representen sus valores. El medioambiente y la sostenibilidad son sus principales preocupaciones y, por eso, los productos ecológicos están siendo ya los más demandados. 

Qué se valora en los productos cosméticos.

Cada consumidor tiene su propia personalidad y objetivos y desea tener la capacidad de elegir en función de sus propios valores e intereses en el ámbito de la cosmética. Las generaciones más jóvenes se sienten muy conectadas con el nuevo concepto de clean beauty (belleza limpia) y, en general, todas apuestan por looks más naturales.

  • Los looks naturales son los más buscados por los compradores de productos cosméticos.

  • Mientras las españolas optan por el “menos es más”, las italianas tienden al estilo maximalista.

Looks naturales y cosmética limpia.

Las expresiones clean beauty (belleza limpia) y maquillaje orgánico están a la orden del día. Los consumidores están cada vez más concienciados sobre el potencial tóxico y contaminante de los productos cosméticos y de su impacto negativo para el medio ambiente durante mucho tiempo.

  • 3 de cada 4 compradores de cosméticos en Francia usan productos naturales y orgánicos.

  • La mayoría de los compradores de cosméticos en Francia y España usan productos naturales y orgánicos para ayudar a reducir los problemas medioambientales (47 %).

  • La mitad de los italianos (47 %) prefiere productos que no hayan sido testados en animales.

Comprar productos sostenibles.

Para muchos consumidores, la situación medioambiental es cada vez más preocupante. Todas las generaciones están dispuestas a adoptar comportamientos más sostenibles y buscar, de forma activa, marcas cosméticas transparentes.

  • En los 3 países encuestados, 4 de cada 5 compradoras creen que las marcas de belleza deberían ser más transparentes en materia de sostenibilidad.

  • La gran mayoría de compradoras lee atentamente los envases de sus productos de belleza.

Cosméticos rellenables.

La idea de los productos rellenables lleva varios años rondando el sector de la belleza. Cada vez son más los consumidores que optan por aplicar un enfoque sostenible a sus compras de belleza y reducir los residuos, sustituyendo los envases de un solo uso por envases rellenables.

  • De tener la oportunidad, más de 7 de cada 10 consumidores de productos de belleza optaría por usar productos rellenables para reducir los residuos de los envases.

  • Los más interesados en comprar productos en envases rellenables son la generación Z en España e Italia y los milenials en Francia.

Welcome to Klarna’s Beauty Report!

This dedicated Beauty Report examines global consumer trends for the beauty category in Spain, Italy, and France and how shopper values and expectations are shifting.

The world of beauty is indeed changing.While the pandemic has made trying make-up on, or testing products in a store difficult at times, in general, interest in beauty hasn’t lessened and indeed is increased in many ways. 

Today’s strong-willed beauty audiences are approaching the category with an increased focus on sustainability and helping the planet. Inclusivity and beauty-representation are also top of mind for consumers. Consumers are demanding more representation and options from beauty companies and are seeking brands to align with their social values as well.

We set out to unveil interesting insights about what consumers across Europe, in all age groups, men and women, really think about beauty.


This representative study was conducted in February 2022 in collaboration with research agency Dynata with more than 4,000 participants from 3 countries (Spain, Italy, and France), including 3,000 women.

3 countries

3,000 female respondents

Beauty appreciation.

Although the COVID-19 pandemic has thrown the category for a loop at times, the beauty industry is still playing a major role in our bathroom cupboards. From skincare products, to make up, or hair styling and nail polish—there’s a never-ending amount of beauty and self-care choices awaiting shoppers.

Beauty categories most spent on.

Among all the beauty categories available overall, skincare is by far the category where beauty shoppers spend the most on, followed closely by makeup, and body & bath products. Among the generations, older shoppers are most likely to buy skincare products, while younger generations invest much more equally on makeup and skincare.

1 in 2

Baby Boomers in each country are spending the most on skincare products, making it their top beauty category.

3 in 10

Millennials spend the most equally on skincare and makeup categories.

“Feel good” beauty.

The reasons behind purchasing a beauty product today revolve around the concept of feeling good and pampering oneself. Beauty is now even more closely tied to notions of wellness.


is the most essential factor for the French (51%), while for Italians (16%) and Spaniards (20%) it is significantly lower.

Feeling comfortable

in their own skin is far more important to Italians (33%) and Spaniards (39%) than the French (20%).

Increased usage of skincare products.

The usage of skincare products is higher than makeup products on average. The pandemic has pushed many consumers to adapt their lifestyles, and their needs have changed as their daily routine has been disrupted. Older generations, on a weekly basis, tend to use skincare items more than their younger counterparts.

  • Skincare products are prioritised over makeup products as on average 90% of beauty shoppers use them at least once a week.

  • Baby Boomers in France use skincare products the most among other generations.

Top trending beauty techniques.

One thing is clear in 2022: People are ready to wear makeup again. While emerging makeup trends at the beginning of each year are not unusual, this year, as pandemic restrictions ease more worldwide and people return to offices and social activities the numbers are particularly striking.  What have young generations been most keen on trying out lately?


 is the most popular makeup technique among Spanish (72%) and French Millennials (63%).


 is favorite makeup technique for Italians (40%) with over 50% of Gen Zers and Millennials trying it.

Skincare tools are part of beauty routines.

When it comes to skincare, we talk a lot about beauty essentials (moisturizers, serums. Cleaners, etc.), but a new category has taken on higher importance in the daily routine: skincare tools. 

From jade rollers to cleansing gadgets, there are plenty of ways to enhance one’s skin with the use of facial tools. But which skincare tools are the most popular and recently used among beauty shoppers?

  • The large majority of Spanish and Italian beauty shoppers have already used a skincare tool in their beauty routine.

  • Gen Z is the generation using at-home skincare tools the most compared to others

  • The facial cleasing brush is the most popular tool in all three countries, although facial toning device is more used in Italy (35%), and LED masks in Spain (30%).

Top sources of inspiration for beauty trends.

Nowadays beauty trends and inspirations can be easily shared through a large spectrum of content (from user-generated content to brand advertising or movies). How and where are women getting inspired and encouraged to try beauty trends? Here’s the top sources of beauty trends inspirations:

  • 2 in 5 beauty shoppers in France, Italy and Spain have been encouraged to try new beauty trends by their friends and acquaintances andare the most prevalent sources of inspiration for beauty trends.

  • Ratings and reviews are important drivers of inspirations for people in Spain (29%) and Italy (31%), while the numbers are a bit lower for the French (17%).

  • 3 in 5 Gen Zers have been inspired to try new beauty trends thanks to social media (TikTok, Instagram, YouTube…)

Covid impact on beauty habits.

The ways women are shopping for beauty products are constantly evolving—but the pandemic has amplified the process. It turns out beauty habits are being  simplified, with the concepts of “self-love” and body positivity gaining traction.

Beauty routines are simplified.

The belief that skincare doesn’t have to be intimidating or complex is also gaining popularity, with many beauty users opting for more functional, simpler routines. Instead of adding dozens of products in their daily routine, the tendency now is to cut it to basic few steps that do the job. Although consumers now feel more comfortable venturing out of their homes, the need for a simpler beauty routine has been accelerated.

Skincare products

are being prioritized over makeup products in all 3 countries since the pandemic happened.

Gen Zers

are the ones spending more time on their beauty routine.

Personalization is the expectation.

Despite beauty routines being simplified, today’s beauty shoppers are seeking innovation and technology from the beauty market. Personalized skincare recommendations and custom-made services are among the main services beauty shoppers would be interested in using in the future.

  • Personalized skincare recommendations and custom-made products are the main interests of beauty shoppers. 

  • Italian and Spanish beauty shoppers would be interested in using augmented reality apps to try on makeup.

Importance of self care.

The Covid pandemic has impacted beauty shopping and beauty habits. Results show people are cutting back on makeup use, and are making self-care a priority. As people are spending more time at home, they may have more time to devote to more thoroughly caring for their skin. 

Among female respondents who decided to shorten their beauty routine since the COVID-pandemic, 1 in 4 state it’s because they only focus on self-care.

  • Wanting a more natural look is the most common reason for wearing less makeup in France and Spain

  • In Italy, the main reason behind wearing less makeup is to spend more time at home

Self-love and body positivity.

Consumers took lockdown as an opportunity to take time for themselves. The notion of building and maintaining a healthy lifestyle has taken on  more importance as shoppers adjusted to homebody lifestyles—consumers from all generations have placed health and wellness at the top of mind

  • 7 in 10 beauty shoppers prioritize health rather than appearance. 

  • Italian Gen Zers are the most willing to prioritize looking good over feeling good. French Millennials also stand out.

Sustainable beauty.

Factors such as price, brand and quality still matter in beauty shoppers’ purchasing decisions. However, today’s beauty shoppers seek out brands and products aligning with their values, with the environment and sustainability as top concerns leading more people to seek out eco-friendly products.

Beauty values and interests.

Consumers also have unique personalities and purposes and feel empowered to choose their own beauty values and interests. Younger generations feel very connected to the concept of “clean beauty”, and the idea of “natural looks” is also prominent across generations.

  • Natural look stands out to be the top beauty aspiration among beauty shoppers.
  • More is more – Italians are less than half as likely as Spaniards to describe their beauty values as “less is more”

Natural look and clean beauty are winners.

“Clean beauty” and “organic makeup” are now much more than buzzwords. Consumers are becoming increasingly aware of not only the potential toxicity and pollution of beauty products, but also the category’s long-lasting negative impact on the environment.

  • 3 in 4 French beauty shoppers use natural and organic products

  • The majority of Spanish and French beauty shoppers use natural and organic products to reduce environmental issues (47%).

  • Half of Italians (47%) care about products not being on animals.

Sustainability is top of mind for beauty shoppers.

For many, the state of the environment is a growing concern and consumers from all generations seem particularly eager to adopt more ecologically conscious behaviors, and are actively seeking transparency from beauty brands.

  • 4 in 5 female beauty shoppers in all 3 countries surveyed think beauty brands should be more transparent about their sustainability credentials

  • The large majority of beauty shoppers are reading packaging more carefully when purchasing a beauty product.

Refillable beauty products.

The concept of refillable products has circled the beauty industry for the past several years. Now, more consumers are striving to take a sustainable approach to their beauty-buying habits and reduce waste by swapping out single-use products for refillable products.

  • If given the chance, over 7 in 10 beauty shoppers would be interested in using refilling products to save packaging waste.

  • Gen Zers in Italy and Spain express the most interest in refilling packaging, whereas in France, the Millennials are the most interested.

That’s it for this time!

The insights in Klarna’s Money Management Pulse is updated on a quarterly basis, so stay tuned for future updates.

Thirsty for more knowledge?

Make sure to check out the other reports that are available at Klarna Insights!