4 Gen-Z Driven Trends for 2023! 🚀

A Way to Party Without the Hangover, Growing a Beard With Ease, The Decline of TikTok's A-Listers, and A Fresh Take on Deodorant

Hey Data Lovers! — Nick here.

I’ve got some new must-see trends that are primarily driven by the Gen-Z and Millennial demographic!

Let’s jump into it, but first! Are you subscribed? If not, why?

It only costs 4 easy payments of $0.00 to stay ahead of the curve.

Now that you’re subscribed, let’s see that data ↓

📈 Products on the Rise

Product #1 - Mocktails (+669%)

Booze-free bonding! Feeling left out of the cocktail party? These non-alcoholic drinks are perfect for designated drivers, pregnant women, and anyone looking for a tasty alternative to traditional alcoholic beverages.

A mocktail is a non-alcoholic version of traditional mixed drinks.

Mocktails can range from fruity and tropical to spicy and savory and can be made with various ingredients such as juices, syrups, herbs, and bitters.

Searches for “Non-Alcoholic Bars” are up 245% as the trend of going sober and practicing wellness is picking up steam among millennials and Gen-Zs.

Who’s Doing It?

• Spiritless - Offering a collection of non-alcoholic whisky, tequila, and cocktail kits. Spiritless is driving nearly all their traffic with organic searches and news articles. One of their top sources of SEO traffic is searches for “Non-alcoholic bourbon.”

• Sunwink - With a more health-conscious approach, Sunwink is selling their line of alcohol-free tonics which advertise 3-5G of “superfoods” in every bottle. The website is driving 50k+ visitors every month and that number is growing quickly.

Product #2 - Beard Growth Kits (+7,000%)

Grooming and growing! These all-in-one facial hair growth kits are becoming increasingly popular among men looking to grow and maintain a thick, healthy beard.

Beard growth kits are all-in-one kits that include essential products to give consumers the full-faced look they desire.

These kits typically include beard oils, balms, and combs designed to nourish and promote healthy beard growth.

Some even include serums to boost the growth of facial hair.

The hashtag “#beardgrowthtips” has 125M views on TikTok

A common skepticism on these kits appears to be… well, if they actually work.

This is a critical point to address for any business looking to sell beard growth kits.

Who’s Doing It?

• Fulllight Tech - With a full set of 9 items to help grow out and maintain your beard (including an e-book) Full Light Tech is selling an estimated $200k+ of beard kits every month!

• Wattne - With a target on filling out a “patchy” beard, this brand offers a kit of shampoo, serum, beard roller, and beard balm. The product is receiving mostly positive reviews and is generating an estimated $60k/month on Amazon.

📰 Industry Shift

The Decline of TikTok’s A-Listers

There was a point where you couldn't go anywhere without seeing or hearing about TikTok’s biggest stars Charlie D’amelio and Addison Rae. Their identities were synonymous with TikTok fame.

However, that may not be the case anymore.

It was just announced that Addison Rae’s cosmetic line Item Beauty is being pulled from Sephora’s shelves and operations of the company are being paused.

In the trend chart above, we can also see a steep decline in search volume for both of the stars.

So what happened?

One main reason is that TikTok’s platform is changing. We used to only see a handful of creators get the spotlight. But with increased competition and changing preferences, there is now a larger representation of attention given to new creators on the app.

Influencer notoriety has also matured through its own life cycle, similar to that of any product or business.

It just happens that TikTok fame lasts much shorter than other industries.

This isn’t to say that Addison Rae or Charlie D’Amelio’s careers are “dead” but rather that even at the highest level of internet stardom, you can’t be #1 forever.

For business owners, this is a good thing, fresh faces along with a wider range of popular niches allow for more affordable marketing and better chances of being seen on the app.

🚨 Business Radar

Lume Deodorant (+6,200%)

Sweating the small stuff! With a focus on eliminating harsh chemicals from under-arm products, Lume is making a killing on its line of deodorants.

Lume’s claim to fame is their aluminum-free deodorant.

But what does that even mean?

Aluminum-free deodorant is a type of deodorant that does not contain aluminum compounds which are commonly found in traditional antiperspirant deodorants.

A growing number of people are concerned about potential health risks associated with the use of aluminum on the skin. Lume Deodorant uses a combination of plant-based ingredients and essential oils to effectively neutralize odor and keep the user fresh all day.

While their revenue numbers aren’t public, their website is driving over 3M visitors every single month! That doesn’t even include their Amazon traffic.

Lume was acquired by grooming giant Harry’s in late 2021 for an undisclosed amount.

🎬 Closing Remarks

Thank you for reading!

I really hope you enjoy receiving these data-driven insights because I have thousands more to send your way!

If you haven’t subscribed, be sure to do so. You don’t want to miss what I’ve got coming!

Until next time,

Nick 👋