Graciana is a Senior Regional Shopper Insights Analyst for Latin America at Mintel. She is answerable for creating analysis plans, analyzing client and market knowledge, writing analysis stories on how client developments are evolving within the area and presenting insights to purchasers.
Whereas Mexican Millennials are at quite a lot of life phases with a variety of various obligations and desires, they’re broadly united of their love for the enjoyable and totally different, together with new experiences, meals, flavors and tech. This presents thrilling new alternatives for manufacturers to discover in a post-COVID Mexico.
Each youthful and older Millennials are pushed by new adventures
Round half of Millennials search for new meals and flavors to attempt all or more often than not, and an analogous proportion say that they love attempting new experiences. That is true for these of their twenties, who could also be residing alone or with their mother and father and people of their thirties, who are actually beginning households of their very own. With half of Millennials additionally saying that being made regionally will likely be among the many most vital elements when selecting meals post-COVID, manufacturers ought to look to mix their love of recent flavors and experiences with their curiosity in native meals.
For instance, Burger King’s marketing campaign for its Tamarindo King burger, which was impressed by La Quebrada cliff divers and goals to encourage shoppers to get on the market and take a look at new issues.
And whereas the drink area has seen fairly a number of tamarind-inspired launches, it stays a comparatively untapped ingredient for the meals class (aside from in confectionary and sauces). This is only one taste the place manufacturers may look to benefit from Mexico’s native components to innovate in relation to meals.
‘Much less-but-better’ will assist sustain curiosity in premium and indulgent meals
The stay-at-home state of affairs brought on by the pandemic has elevated consumption of each premium and indulgent food and drinks, as shoppers attempt to elevate their in-home experiences.
But, the pandemic additionally has Millennials anxious about well being and funds and now, on this downturn economic system, premium ranges will likely be challenged to justify their value factors. Manufacturers ought to assist shoppers discover methods to deal with themselves in smaller methods that can do much less harm to their funds and diets, whereas nonetheless providing moments of delight.
Positioning merchandise round ‘less-but-better’ is a artistic strategy to market premium objects in a extra reasonably priced and weight-friendly means, permitting shoppers to justify shopping for these extra indulgent merchandise.
Gaming influencers might help manufacturers join with Millennials
With folks spend extra time at house, the gaming market additionally boomed in 2020. Between January and July 2020 the proportion of Millennials who mentioned that they recurrently performed video video games doubled. This stage of online game adoption creates alternatives to both convey a gaming component to on-line campaigns to make them enjoyable and interactive or to accomplice with gaming influencers and platforms to create in-game advertisements which are consistent with gamers’ pursuits.
Even when virtually half of Millennials say that their dietary decisions usually are not swayed by social media influencers, there’s little doubt that gaming influencers getting into this area might help manufacturers join with youthful generations. Since 2019, Knorr Mexico has teamed up with gaming influencer SirPotasio to advertise a number of the model’s launches on Instagram, however manufacturers have a novel alternative to face out by partnering with some rising feminine players, similar to Paola del Castillo.
Redefining the idea of magnificence by elevating consciousness of self-love
In gentle of the pandemic, magnificence and grooming habits are altering as shoppers focus extra on skincare than on make-up, with two in 5 Millennials saying they had been sporting much less make-up because of the pandemic. In the meantime, an analogous proportion mentioned that they’d added a brand new step to their facial skincare routine within the three months previous to July 2020.
Some make-up manufacturers similar to GOC are responding to this shift by extending into skincare with face toner, face shampoo, micellar water and an astringent.
There’s additionally a common pattern that sees Millennials feeling pressured to at all times look good and in consequence, they search magnificence merchandise that may enhance their vanity. Manufacturers want to answer this demand by redefining the idea of magnificence and lift consciousness of self-love and self-development.
Regardless of totally different life phases, it’s clear that Millennials share a love for brand new experiences, are avid customers of digital tech and are on a quest for self-love and self-expression. Manufacturers want to maneuver quick to faucet into and capitalize on these developments and in doing so seize the creativeness of this influential era.