Piper Sandler Teen Survey

The Piper Sandler Teen Survey is a semi-annual research project that gathers input from 10,969 teens with an average age of 15.7 years. Discretionary spending patterns, fashion trends, technology, brand and media preferences are assessed through surveying a geographically diverse subset of high schools across the U.S. Since the Taking Stock With Teens® project began in 2001, Piper Sandler has surveyed more than 285,242 teens and collected approximately 66 million data points on teen spending.​​

KEY FINDINGS

• Teen “self-reported” spending declined 6% Y/Y to $2,213 and is down 1% on average in the past 10 years.
• Nike remains the No. 1 brand in all footwear with mindshare starting to stabilize sequentially. Male share, driven by the upper income bracket, grew sequentially for the first time since fall 2022.
• Nike also held the No. 1 ranking in clothing brand for teens, following by Hollister (No. 2) and Brandy Melville (No. 3). For upper income teens, clothing grew by 1-point Y/Y, driven by the female (after a 1% decline this past Spring).
• In footwear, On Running (No. 4) overtook HOKA (No. 5) for the first time in the past six surveys, suggesting On Running is gaining share with all consumers.
• While the core beauty wallet declined 2% Y/Y to $336, 85% of female teens reported wearing makeup sometimes or every day, up 1-point sequentially.
• e.l.f. maintained its position as the No. 1 cosmetics brand among all female teens, gaining 1-point of mindshare sequentially.
• Ulta remained the No. 2 favorite beauty shopping destination while Sephora remained No. 1, gaining 2-points of mindshare sequentially. Inline with historic trends, Target appeared at No. 3.
• Lays (PEP) remains the most preferred snack, followed by Goldfish (CPB) and Cheez-It (K).
• Red Bull (28%) retains it's ranking as the top energy drink brand, followed by Monster (27%) and Alani Nu (19%).
• Dr. Pepper (10%) is teens’ favorite beverage brand, followed closely by Coca-Cola (10%) and Gatorade (8%).
• 87% of teens own an iPhone, with 17% of teens expected to upgrade to an iPhone 17 this fall/winter.
• TikTok (46%) is the most used social media app for teens, followed by Instagram (31%) and Snapchat (14%).
   

View the press release