This report examines specific consumer segments. Such segments include tweenagers, teenagers and young adults, consumer who live alone and seniors. The report illustrates how these consumers behave, their needs and consumption patterns. It will therefore be vital reading to any company wanting to improve the way they target these consumer segments.

SCOPE OF THE REPORT

Specific analysis of incomes, employment patterns, living arrangements and CPG spending by different segments.
Detailed action points pinpointing how to devise effective marketing concepts that appeal to senior consumers.
Historical data and forecasts on tweens' income from pocket money, handouts and odd jobs
Detailed analysis of the characteristics of singles at four different lifestage, and the need-states generated by living alone.

REPORT HIGHLIGHTS

Although seniors show greater awareness towards healthy eating and drinking, prevalence of obesity and cholesterol levels remain high. Marketers must resolve the indulgence versus health issue and focus on communicating product benefits rather than emphasizing the problems they seek to counter.

More tweens are becoming "eating individualists" with a large degree of autonomy over what they eat. Crucially this means that tweens' influence over what is bought by their parents is also increasing.

The most valuable market segment is Late Mid-lifers - especially those who have never married. They are independently minded, place a high priority on enjoying their life and have a higher than average disposable income, making them a good target for premium goods in all CPG arenas.

KEY REASONS TO BUY THIS REPORT

Obtain key, concise data about social trends affecting seniors' lifestyles and consumption behavior
Identify and target tweenagers main need states effectively
Single consumers spend more on CPG find out how to make them spend their money on your products

CHAPTER 1 EXECUTIVE SUMMARY

Tweenagers
Teenagers and young adults
Consumers living alone
Seniors
Action points: Tweenagers; Teenagers and young adults; Consumers living alone; Seniors

CHAPTER 2 INTRODUCTION

Who is the target reader?
How to use this report

CHAPTER 3 TWEENAGERS

Segmenting the tweenage market
The emergence of the tweenager: The number of tweenagers
Reasons for the current interest in tweenagers: A marketing niche that has arrived; Social trends are also responsible for the tweenage phenomenon
Sizing the tweenage opportunity: Discretionary income; Non-discretionary income; Tweens affect more than just what they spend themselves
Tweenagers – general profile and characteristics: Developmental compression – getting older, younger; Marketing awareness and media saturated
Youth and tweenage food and drink habits
A reinterpretation of tweenagers is required: Current approaches to the tween are failing; The danger of "over-segmenting" the youth market; Tweenage consumer needs and their implications
A new perspective on marketing to tweens: A model for marketing to tweens; Assessment of tween purchasing behavior by category; Targeting parents versus targeting tweens
Conclusions

CHAPTER 4 TEENAGERS AND YOUNG ADULTS

Key contexts and the overall importance of 14-24 year olds: The need for effective segmentation; The major 14-24 year old lifestages; Living arrangements also affect habits; Socio-cultural contexts
Lifestages and their affect on 14-24 year olds' needs: Need states of 14-24 year olds
Marketing characteristics of 14-24 year olds: 14-24 year olds – born cynics?; The increasing 'sophistication' of brand interpretation; Creating influence – the marketing of coolness
General need states of Teenagers: Teenagers' CPG consumption habits and attitudes
Students: Marketing to Students; Students' CPG consumption habits and attitudes; Students' CPG buying behavior
The Newly Employed: Group development and income; Marketing to the Newly Employed
Conclusions

CHAPTER 5 CONSUMERS LIVING ALONE

Singles living alone – why target this market?
Consumer groups and characteristics: Young Adults; Early Mid-lifers; Late Mid-lifers; Seniors
General needs of those living alone: Limitations of space; Communication; Fun; Comfort
Consumer group specific need states: Single Young Adults; Single Early Mid-lifers; Single Late Mid-lifers; Single Seniors 50 – 64; Single Seniors 65 years and older
Conclusions

CHAPTER 6 SENIORS

Defining and segmenting Senior consumers
Trends regarding Seniors: Seniors represent a large and growing segment; Older consumers possess a greater level of disposable income; Marketers currently lack interest in Senior consumers
Important social issues affecting Europe' s Seniors: A need to continue working later in life; Seniors are facing up to reduced pensions
Understanding Senior lifestages: Seniority marks an important period of change and re-evaluation; Marketers can capitalize on trigger points to change buying habits
Understanding the life history of Seniors: Period effects must be understood for effective marketing; A new age of Senior consumerism; Changing expectations concerning quality of life; Seniors are more hedonistic than in previous generations
Seniors and health: As health deteriorates, specific nutritional requirements occur; Marketers must resolve the indulgence versus health issue; Only now are older consumers becoming increasingly active; Seniors value and trust health professionals
Communicating with Senior consumers: Most Seniors are proud of their age; Seniors are equally as cynical as younger generations; Many current Seniors feel ignored, alienated and stereotyped; Older adults often rely upon informal sources of information
Sector specific insights - food: New flavors for food and drink help to create excitement; Seniors value convenience but want to maintain pride; Seniors are becoming an important part of the snacking trend; The sense of taste declines with age
Sector specific insights - drinks: Dehydration is particularly prolific amongst the elderly; Seniors respond particularly well to drinks they grew up with; Less of the best – Seniors will premiumise drinks purchases; Alcohol as a healthy solution to ageing problems
Sector specific insights – personal care: Alleviating dryness is as important as wrinkles; Increasing mouth and body odor problems
Conclusions

CHAPTER 7 ACTION POINTS

Tweenagers: Picking the right course of action; Determine strategy on a category by category basis; Drinks categories – split tactics between juices and carbonates; Food categories – a mixed bag of tactics is required; Personal care – target the tween directly; Make use of "step stone" brands
Teenagers and young adults: Target groups with highly tailored messages; Add 'coolness' to a greater variety of food and drinks; Case study: Levis - regaining the lost 'cool'; Offer control, flexibility and fun to Teenagers; Address Student needs as they adjust to living away from home; Target the 'switching' nature of the Newly Employed; Embrace the new media and communication methods
Consumers who live alone: Target Single Young Adults' need to socialize; Increase share of on-trade spending through unique brand appeal; Sell Single Young Adults personal care for themselves, not others; Help Early Mid-lifers enjoy their status and attract partners; Educate Early Mid-lifers as they experiment with premium drinks; Focus on fighting age, pampering and building confidence; Target Late Mid-lifers desire to enjoy the "good life"; Help Seniors to enjoy their lives for as long as possible; Target the "less of the best" attitude to drinks; Target key single person consumption occasions; Target going out occasions; Packaging must answer single person household needs; Busy lifestyles suggest new product formats
Seniors: Update conventional marketing approaches; Target Seniors' core values with your marketing concept; Resolve the paradox between 'age' and 'youth'; Show sensitivity to the inequality amongst Seniors; Use packaging to facilitate ease of product use; Communicate more effectively; Promote product as an escapism of problems facing old age; Remove risks for older consumers

CHAPTER 8 APPENDIX

Definitions
Research methodology
References: Tweenagers chapter; Teenagers and young adults chapter; Seniors chapter
Datamonitor custom research capabilities
SPP writing team
How to contact experts in your industry

List of Tables

Table 1: Tweenagers by country (millions and % population), 1997-2007
Table 2: European tweens' sources of discretionary income (per week), 1997-2002
Table 3: Tweens' non-discretionary income (per week), 1997-2007
Table 4: Children and young adults who state that "above all, they eat what they wish" , 2000
Table 5: Portion of children' s and young adults' budget devoted to food, 2000
Table 6: Five to 17 year olds, minutes taken to eat different main meals, 2000
Table 7: Percentage of children and young adults who state that they eat the following every day, 2000
Table 8: Children and 14-24 year olds who state that "above all, they eat what they wish"
Table 9: Percentage of children and 14-24 year olds who state that they eat the following every day
Table 10: Relative importance of Consumer Packaged Goods to nest-leavers
Table 11: Number of single person households in Europe (m), 1997-2007
Table 12: Single person households as a percentage of total households. Europe 2002
Table 13: Levels of exercise taken by age group, Europe 2001
Table 14: Quantifying mega-lifestage durations
Table 15: Profiling the 50-plus lifestage
Table 16: Important values, behaviors and attitudes associated with the period effect
Table 17: Europeans selecting factors perceived to be the most important influences on health (%), by age, 2002
Table 18: Sources of information for Europeans seeking advice on healthy eating, (%) by age, 2002
Table 19: An analysis of product categories featuring 50-plus models in advertisements
Table 20: Advertising agency executives' recommendations for ads containing an older central figure when targeting an older audience
Table 21: Identifying key needs by age for Seniors
Table 22: Potential 'coolness' opportunities
Table 23: Global mobile phone users, 2001
Table 24: Definitions of terms used in the Tweenagers chapter
Table 25: Definitions of terms used in the People Living Alone chapter
Table 26: Definitions of terms used in the Seniors chapter

List of Figures

Figure 1: Groups in the youth market
Figure 2: Regression of the proportion of budget spent on food against calorie intake, boys and girls, 2000
Figure 3: Tweenage development
Figure 4: Model of product design and age targeting
Figure 5: Map of tween influence by category
Figure 6: Life events experienced that impact on consumption behavior
Figure 7: Map of tween influence by category
Figure 8: Datamonitor' s core consulting capabilities

簡介
目錄
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Targeting consumer segments in Asia-Pacific: Essential data on teenagers, young adults and senior consumers

簡介

第1章 摘要

第2章 簡介

第3章 青少年

第4章 十幾歲及邁入成年的年齡層

第5章 單身貴族

第6章 高齡者

第7章 不同地區的活動因素

第8章 附錄

目錄

INTRODUCTION

SCOPE OF THE REPORT

REPORT HIGHLIGHTS

KEY REASONS TO BUY THIS REPORT

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

CHAPTER 2 INTRODUCTION

CHAPTER 3 TWEENAGERS

CHAPTER 4 TEENAGERS AND YOUNG ADULTS

CHAPTER 5 CONSUMERS LIVING ALONE

CHAPTER 6 SENIORS

CHAPTER 7 ACTION POINTS

CHAPTER 8 APPENDIX

List of Tables

List of Figures

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第1章摘要

第2章簡介

第3章青少年

第4章十幾歲及邁入成年的年齡層

第5章單身貴族

第6章高齡者

第7章不同地區的活動因素

第8章附錄