Deep dive: new ‘AVID’ teen consumer demands and habits
AVID stands for Approaching adulthood, Video driven, Influencer aware and Digital natives, and is a consumer group spotted by market research firm Mintel.
Mintel suggests they’re a consumer group with huge, rising spending potential, and has released analyst insights in how to maximise on the opportunities, and respond to the challenges, that they pose.
Helping AVIDs ‘define their beauty needs’
AVID consumers may be young, but they are already very engaged with the beauty market, as 80% of UK consumers aged 16-20 have bought beauty products in the last year, says Mintel.
However, AVIDs don’t know yet what they like or want, but they are eager to learn.
Indeed, most 16-20s are interested in:
- having their skin/hair analysed (61%)
- in taking a personality quiz to identify their beauty needs (60%)
- Watching videos of other people using the beauty/grooming products they own (58%)
Mintel research shows, though, that only 10% of AVID consumers have bought a customisable beauty product in-store or online, highlighting that they may lack confidence in knowing their specific beauty needs.
Charlotte Libby, Global Beauty Analyst at Mintel, explains this need for instruction and guidance.
“AVIDs’ beauty knowledge is still growing and their tastes are constantly changing, so they need guidance and expertise to help them navigate the beauty market,” she says.
“Brands that are able to take teenagers by the hand and help them in their journey of self-discovery can win these young consumers’ trust and earn their loyalty in the long run.”
Fun and play a central focus
Fun retail experiences play a crucial role for this generation: over half of UK AVIDs (53%) show an interest in attending a special event at a beauty retailer, such as an exercise class or an expert talk.
Meanwhile, says Mintel, 37% of UK AVIDs are interested in using vending machines for beauty products.
“Learning has to be a fun and pleasurable experience,” explains Libby. “We’re increasingly seeing retailers turn stores into beauty playgrounds where consumers can experiment with products and new technologies.”
For example, she explains, to celebrate its 20th anniversary later this year, Sephora will host ‘Sephoria: House of Beauty’ in the US.
“The two-day beauty convention will bring together brands, consumers and influencers and offer a range of social media-friendly experiences in interactive rooms.”
AVIDs want products that stimulate the senses
Appealing to the five senses may be a key way to gain traction among this consumer group.
Mintel research shows that 64% of UK AVIDs are excited by beauty products that are ‘fun to use’.
For instance, ‘special effects’ resonate with this age group: 38% of UK AVIDs are interested in colour-changing or texture-changing products, while 28% are intrigued by heat-activated products.
Moreover, 24% of UK AVIDs are interested in products that include music playlists to accompany usage, compared with 11% of all UK consumers.
Andrew McDougall, Global Beauty Analyst at Mintel, explains some key ways brands can grab the attention of AVID teen consumers with sensorial elements.
“Capturing the attention of AVID consumers is no easy task: they are hard to impress, they have a short attention span and they have seen it all before! They demand a product that works, but also one that is stimulating,” he explains.
“For example, we’ve seen companies bring new music elements to engage with teenagers. This includes music streaming services partnering with beauty brands and recommending products based on consumers’ musical tastes, or playlists of just the right length for consumers to listen to while applying skincare.
“Meanwhile, the link between food and beauty is getting stronger, for example, Lidl has launched a do-it-yourself face mask maker that uses fruit juices and other food-based ingredients.”