Mintel reveals crucial consumer trends for Europe: Teenaiders
Out of the four trends highlighted in the report, ‘Sea Change’ and ‘Teenaiders’ are the two that Mintel suggests are essential for the beauty industry to take note of.
In the following analysis, the firm explains what these trends are, and how they relate to beauty and personal care.
Part two: Teenaiders. Find part one, on ‘Sea Change’, live here.
The Trend:
Teens are increasingly defined by anxieties around image, health and work, and are looking for brands to alleviate the pressure and help them build both their confidence and prospects.
How it’ll impact the beauty industry:
There is a growing understanding of the digital pressures facing young people. In the UK, Mintel research found that a quarter of 7-15 year olds are concerned about their appearance, with social media usage being held as a main contributor.
Additionally, in Ireland, 72% of 13-19 year olds say that body image has caused them stress or difficulty, with 43% saying social media has done the same.
Switching off completely from digital platforms is not the answer as these channels can be utilised to raise awareness and quickly connect young consumers with the help they need.
A part to play in mental health?
Brands are recognising the role they can have in improving mental health by highlighting greater diversity in terms of the models they use and the depictions they portray.
For instance, British online fashion and beauty store ASOS is being praised on social media for featuring models with stretch marks.
Young people will expect beauty brands to offer support when it comes to their health and wellbeing, as well as get more involved in their education and development.
Controlling the situation
With a growing level of attention around the negative impact of social media, this generation will seek to take back greater control by being more mindful of their usage.
They will be quick to call out brands promoting unrealistic beauty ideals and quick to support those embracing diversity.
Today’s youth are facing an uncertain future and the impact of dealing with this has the potential to follow them for the rest of their lives if nothing is done now.
In 2018 and beyond, brands have an opportunity to step in and provide solutions to help empower this cohort.
