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Insight of the Day: Young Europeans Are Watching Content About Products They Can’t Get

Young Europeans are actively engaging with social media content about products unavailable in their countries, presenting a significant opportunity for brands to expand their reach. Here's a breakdown of the key points:

Key Takeaways:

  • Widespread Interest: Over half of young Europeans (54%) watch social media content about products they can't buy locally.

  • Social Media Influence: Social media is the top source of product recommendations for young Europeans, driving interest in international brands.

  • Italian Exceptionalism: Young Italians are particularly keen on discovering unavailable products, especially trendy snacks.

  • Generational Consistency: Interest in foreign products is consistent across teenagers, young adults, and Millennials in Europe.

Implications for Brands:

  • Global Opportunity: Brands need to recognize the global audience they are reaching through social media and cater to the demand from young Europeans.

  • Accessibility is Key: Brands should prioritize making their products accessible to European consumers through international shipping, partnerships with local retailers, or online platforms like Amazon.

  • Capitalize on FOMO: The fear of missing out (FOMO) is a powerful motivator for young people, and brands can leverage this by ensuring their products are available to European audiences.

Recommendations for Brands:

  • Expand Shipping Options: Offer international shipping or partner with logistics providers to streamline the process.

  • Explore Local Partnerships: Collaborate with local retailers to make products available in physical stores.

  • Leverage Online Marketplaces: Utilize platforms like Amazon to reach a wider audience and facilitate international purchases.

  • Engage on Social Media: Maintain an active presence on social media to connect with European audiences and promote product availability.

By understanding the preferences and behaviors of young Europeans, brands can tap into a lucrative market and build a loyal global customer base.

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