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Introduction
- In 2003 there were 32.5m Teens and Tweens in Europe and 33.3m in the US.
Whereas this number will increase by 0.2% a year over the next five years in
the US to reach 33.6m by 2008, the opposite is true of Europe. They are
driven by the desire for acceptance by their peers, their search for
independence and individuality. They also have a growing amount of control
over their spending.
Scope of this report
- Market data providing the market value of all Teen and Tween food, drink
and personal care spending, as well as the total number of occasions.
- In-depth analysis of trends affecting Teen and Tween spending, including
detailed information on levels of income and its sources.
- Insight into the changing expectations and behaviors of Teens and Tweens
as well as the key emotional need states that govern their purchasing
choices.
- Detailed recommendations enabling food, drinks and personal care players
to capitalize on these trends through NPD, and communication messages.
Research and analysis highlights
- Tweens had a total income of US$42.3bn (EUR37.5bn) in 2003, and this is
predicted to increase by 1.7% a year in both the US and Europe to US$42.3bn
(EUR40.9bn) by 2008. As the growth in the amount of pocket money given by
parents declines, so too will the growth of overall Tween income. The
control that Tweens have over their spending will compensate.
- Spending on food will account for 17.0% of Tweens disposable income by
2008, while spending on soft drinks will decline to 3.7% over same period.
- In the US there will be 1.1 billion extra Teen and Tween snacking
occasions in 2008 relative to 2003. Corresponding data for Europe shows that
there will be a much less pronounced increase of only an additional one
million snacking occasions in 2008 compared to 2003 levels.
Key reasons to read this report
- Gain a complete map of the Teen and Tween spending on food, drinks and
personal care split by country and occasion.
- Understand the changing needs and expectations that will govern Teen and
Tween spending over the next five years
- Learn how to successfully target changing needs and expectations through
building trust, focused NPD and tailored communication strategies.
CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- The future decoded
- The number of Teens and Tweens is decreasing
- Teens and Tweens have growing disposable incomes
- US Teen and Tween snacking occasions are growing rapidly
- Key emotional need states drive Teen and Tween personal care
- Action points
CHAPTER 2 THE FUTURE DECODED
- Introduction
- Teens and Tweens are shrinking groups
- Teens and Tweens are at crucial stages
- European and American demographic trends differ
- Europes population is ageing faster than in the US
- Tweenagers in particular are declining in number
- The overall number of Teens is still increasing thanks to US
growth
- Increasing incomes drive growth
- Tweens control a growing proportion of their spending
- Tween income sources - discretionary and non-discretionary
- Tweens overall incomes are growing
- Non-discretionary income is Tweens principal income source
- Tweens have increasing amounts of disposable income
- Handouts account for the rise in Tween disposable incomes
- Teens incomes are growing faster than Tweens
- Teens incomes are more similar to adults
- Tweens are choosing to spend more on personal care and food
- Food accounts for a growing percentage of Tweens disposable incomes
- Tweens increasingly prefer to spend their money on personal care
- Teens are increasingly taking up skincare regimes
- The number of US Teen occasions is decreasing
- The effects of adolescence on the skin drive skincare usage
- Key emotional need states drive Teen and Tween personal care
- Belonging and individuality - the key need states
- The importance of fun
- The search for maturity
- The same need states apply to food and drink
- Teens and Tweens mealtimes are changing
- Teens and Tweens are replacing missed meals with snacks
- US Teen and Tween snacking occasions are growing rapidly
- A slight rise in the overall number of Teen and Tween eating
occasions
- Children now regard eating out as the norm
- Eating out plays a greater part in Teens and Tweens eating
patterns
- Eating out encourages more adventurous tastes
- Teens and Tweens are making more of their own choices
- Teens wish to escape parental control
- This can be achieved through greater control of spending
- Tweens achieve this through influencing their parents
- This leads to concerns over rising levels of obesity and other
health problems
- Conclusions
- Teens and Tweens are governed by emotional needs
- They are wary of marketing claims and mostly trust their peers
opinions
- Parental concern over Teens and Tweens choices is growing
CHAPTER 3 ACTION POINTS
- Introduction
- Position your products as being "authentic"
- Coolness must be backed by product-led innovation
- Case study: Levis - regaining the lost cool
- Demonstrate respect for Teens intellects
- Involve Teens and Tweens in your marketing and NPD
- Make Teens feel that they have discovered a product
- Earn Teens and Tweens trust
- Unreasonable brand claims alienate Teens
- Gain the trust of parents
- Help Teens and Tweens to develop healthy eating habits
- Overtly sexual messages in personal care advertising can be risky
- Use viral marketing
- P&Gs "Tremor" program has identified 0.25m
"influential" Teens
- Target Teens and Tweens by focusing on key need states
- Case study: Mary-Kate and Ashley brand
- Appearance is one of teenage boys main concerns
- Offer flexibility, control and fun
- Offer control to "latch-key kids"
- Physical needs should be credible and responsibly targeted
- Specialist retail areas can offer fun to Teenagers
- "Lifestyle shop placement"
- Make marketing to Tweens more responsible
- Participate in existing or develop new educational schemes
- Consider cause-related marketing options
- Consumer and parental perceptions would appear positive
- Successful example: Fox Kids Europe and UNICEF - "Go
Girls" campaign
- Cause-related marketing must be transparent and unexploitative
- Restrict in-school marketing to the promotion of healthy food
CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- Relevant links
- How to contact experts in your industry
- List of Tables
- Table 1: Total number of Teenagers (14-17 years old) and Tweenagers
(10-13 years old) by country, 1998-2008 (millions)
- Table 2: Number of Tweenagers (10-13 years old) by country, 1998-2008
(millions)
- Table 3: Number of Teenagers (14-17 years old) by country, 1998-2008
(millions)
- Table 4: Tweens annual total income, discretionary and
non-discretionary (?bn and US$bn), Europe and the US, 1998-2008
- Table 5: Tweens weekly non-discretionary income (?/week and
US$/week), Europe and the US, 1998-2008
- Table 6: Tweens weekly discretionary income (?/week and US$/week),
Europe and US, 1998-2008
- Table 7: Tweens weekly sources of discretionary income by country,
1998-2008
- Table 8: Teenagers gross income per year, by country, 2003-2008
- Table 9: Tweens expenditure on food by country (% of discretionary
income), 1998-2008
- Table 10: Tweens expenditure on soft drinks by country (% of
discretionary income), 1998-2008
- Table 11: Tweens expenditure on cosmetics and toiletries by country
(% of discretionary income), 1998-2008
- Table 12: Annual number of Teens personal care occasions by market,
Europe and US (1998-2008)
- Table 13: Annual number of per capita personal care occasions by
market amongst Teenagers, Europe and US (1998-2008)
- Table 14: Penetration of make-up and skincare products amongst female
Teenagers by country, 2003
- Table 15: Industry opinion survey: "How important do you think
that targeting the following need states are when marketing personal
care products to Teens and Tweens over the next five years?"
- Table 16: Industry opinion survey: "How important do you think
that targeting the following need states are when marketing food and
drinks to Teens and Tweens over the next five years?"
- Table 17: Number of Teens and Tweens per head mealtime occasions per
day, Europe and US, 2003-2008
- Table 18: Overall number of Teens and Tweens mealtime occasions,
Europe and US, 2003-2008 (millions)
- Table 19: Industry opinion survey: "How important do you think
the following product attributes will be to Teens and Tweens over the
next five years?"
- Table 20: Industry opinion survey: "In your opinion, how
influential are the following with regard to Teen and Tween food, drink
and personal care consumption?"
- Table 21: Industry opinion survey: "How effective do you think
the following communication channels will be in marketing and
advertising to Teens and Tweens over the next five years?"
- Table 22: Definitions used in this report
- List of Figures
- Figure 1: Total number of Teenagers (14-17 years old) and Tweenagers
(10-13 years old) CAGR by country, 2003-2008 (%)
- Figure 2: Tweens expenditure on food, soft drinks and personal care,
Europe and US (% of discretionary income), 1998-2008
- Figure 3: Industry opinion survey: "How important do you think
that targeting the following need states are when marketing personal
care products to Teens and Tweens over the next five years?"
- Figure 4: Sephora Girls: designer personalities in bottles
- Figure 5: Fun and discrete: examples of Teen-focused NPD
- Figure 6: Number of Teens and Tweens per head mealtime occasions per
day, Europe and US, 2003-2008
- Figure 7: Percentage of children and young adults who state that
"above all, they eat what they wish", by country, 2000
- Figure 8: Jones Soda: the first interactive soft drinks packaging
- Figure 9: Industry opinion survey: "How effective do you think
the following communication channels will be in marketing and
advertising to Teens and Tweens over the next five years?"
- Figure 10: The Mary-Kate and Ashley brand: a textbook example of
marketing personal care to teenage girls
- Figure 11: Example of personal care products aimed at teen and tween
boys: OT
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