有效且負責任的針對兒童的行銷方式

本報告已在2011年07月19日停止出版。

簡介

目錄

Abstract

Overview

Introduction

Marketing to 5-13 year old Kids is a difficult task laden with ethical issues as well as the increasingly complex nature of family life and consumer socialization. Nevertheless, Kids are strategically important consumers for a number of packaged goods' categories. In both Europe and the US, Tweenagers' per capita consumption of carbonates was 40% more than the population average in 2005.

Scope

• In-depth quantitative data covering Kids' consumption behavior across food, drink and personal care categories.
• In-depth quantitative data covering young people' s media/technology usage by age and country.
• Extensive primary research of consumers of parenting age and senior industry figures to uncover the latest thinking and reveal emerging opportunities.
• Detailed action points offering practical strategies based on the trends and insights uncovered in the report.

Report Highlights

In 2005, European Children consumed over 8% more confectionery, ice cream and savory snacks per capita relative to the population average. US Children followed similar patterns - over consuming by 19.5% per capita in confectionary markets compared to the population as a whole in 2005.

Rising childhood obesity rates and increased media coverage of unhealthy diets has put healthy eating on high on the shopping agenda for parents as they increasingly seek to influence their child' s diet.

Kids are increasingly socializing through technology. US consumers spend more than 6 hours per day using differing forms of media while over half of European Kids are regularly using the Internet by the age of 8. The ' outdoor playground' is increasingly being replaced by a ' virtual playground' .

Reasons to Purchase

• Understand the attitudes driving the consumption behavior of 5-13 year olds and their parents.
• Obtain exclusive food, drink and personal care consumption occasion data for Kids in the US and Europe.
• Improve your marketing by following best-practice guidelines enabling more effective targeting with on-trend products and relevant communications.

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • The hot topic
  • The future decoded
    • 5 to 9 year old Children and 10 to 13 year old Tweens are declining in number
    • The demographic dynamics of family life are changing
    • Kids' autonomous spending power is growing
    • Poor diets have led to childhood obesity reaching record levels
    • ' Consumer socialization' is occurring earlier than ever
    • Kids over-consume in a number of emotionally meaningful categories
    • Kids' media consumption and social habits are evolving and vary by age
    • Kids' behavior is characterized by a need for belonging, individuality and maturation
    • Products that are unique, fun, explorative and ' cool' will resonate most with Kids
    • Childhood is pressurized and complex
    • Health is a top-of-mind parental concern and is even gaining consciousness among Kids
    • Parents find it increasingly difficult to balance work and home life
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
    • Effective marketing to Kids requires a more complex ' layered' approach
  • TREND: Children and Tweens are declining in number
    • The number of Children is declining in Europe but increasing in the US
    • Tweens are decline in number across both Europe and the US
  • TREND: The demographic dynamics of family life are changing
    • The average age of parenting is rising
    • The average age of marriage is increasing
    • Families are becoming smaller
  • TREND: Kids' autonomous spending power is growing
    • Kids' discretionary income is on the rise
      • Children are getting more and more pocket money
      • Tweens are experiencing more freedom in their purchases
  • TREND: Poor diets have led to childhood obesity reaching record levels
    • More than one in three Kids will be overweight or obese by 2011
    • Kids' dietary patterns are deemed to have reached crisis point
      • A relatively high propensity to skip meals also characterizes Kids' diets
    • Lower levels of exercise contribute to childhood obesity growth
    • Diabetes rates in children are on the rise while heart disease and mental health are other side-effects
  • INSIGHT: ' Consumer socialization' is occurring earlier than ever
    • Children aged less than seven have limited understanding of advertising
  • The ' consumer socialization' of Kids contributes to pester power
    • Pester power has been rising over the past decade
    • Pester power is influenced by a broad range of factors
  • INSIGHT: Kids over-consume in a number of emotionally meaningful categories
    • Kids' Confectionery, Ice Cream and Savory Snacks consumption exceeds the population average
      • European and US Children consumed notably more confectionery per capita than the population average in 2005
      • Tweens are even heavier consumers of sugary and salty snacks
    • Kids are heavy consumers of carbonates
      • Children consume more carbonates per capita than average
      • Both European and US Tweens consumed 40% more carbonates per capita than the population average in 2005
    • Kids are currently insignificant personal care consumers
      • Children significantly under consume in personal care markets
      • Tweenagers under consume in most personal care markets but the fragrance and haircare segments are developing
  • INSIGHT: Kids are strongly influenced by a media orientated lifestyle
    • Today' s Kids are increasingly exposed to new technologies and interactive gadgetry as they pass though infancy and become Children
  • Children and Tweens embrace and socialize via a disparate range of media
    • US children spend more than 6 hours per day using different media
    • Kids increasingly interact via digital content
    • Tweens are particulary open to viral marketing
  • The role of TV is still important as an entertainment source in Europe and the US
    • Kids are strongly influenced by TV advertising
  • Over half of European Kids regularly use the Internet aged 8
  • Mobile phones continue to grow in popularity with Kids
    • Mobile phone ownership rises significantly as Children become Tweens
      • Parents play a surprisingly small role in Kids' media choices
  • INSIGHT: Kids' behavior is characterized by a need for belonging, individuality and maturation
    • Attaining peer-group acceptance is vital for Kids
    • Kids crave empowerment and seek to express their individuality
    • Kids aspire to be older than they are, but also enjoy the responsibility-free lifestyle of childhood
  • INSIGHT: Products that are unique, fun, explorative and ' cool' will resonate most with Kids
    • There are numerous dimensions associated with fun
    • Kids, especially Tweens have a strong identification with fashion brands
    • Packaging cues are important in creating the "wow factor" for Kids
    • There are three key attitudinal groups affecting product popularity
  • INSIGHT: Childhood is pressurized and complex
    • Kids are exposed to ever more stress in daily life
    • Kids worry about succeeding in school
    • Kids experience time pressures
    • Appearance and body weight concerns increasingly create stress
  • INSIGHT: Health is a top-of mind parental concern and is even gaining consciousness among Kids
    • Parents have a key role to play in a child' s consumer socialization
    • Parents are taking more control of their Kids' eating habits
      • Consumers of parenting age are trying to eat more healthily and this has a knock-on effect
      • Kids' ability to influence food purchases could be set to decline
    • Parents worry about and report difficulties in getting their Kids to eat healthily
    • Parents are increasingly scrutinizing product packaging to check for health information
    • Parents are untrusting of health related product claims
    • Parents will increasingly opt for natural and fresh food variants for their Kids
      • The presence of children plays an important role in positively influencing natural food and drink purchase decisions
    • Kids are also becoming more autonomously health conscious
  • INSIGHT: Parents find it increasingly difficult to balance work and home life
    • Time pressures are negatively affecting family life
    • Parent-child interactions remain aspirational for time starved families
      • There is evidence that families are seeking to re-prioritize and re-establish the family bond
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • ACTION: Make responsible marketing a central theme of all Kid focused targeting
    • Address parents' concerns over health and nutrition
      • Create better-for-you alternatives by reformulating products
      • Extend the appeal of existing adult brands with credible health credentials
      • Develop products that allow a more positive health-orientated communication
      • Target Kids' and parents' with natural personal care products
      • Develop Kid specific functional products
    • Use marketing tactics that help build trust with a skeptical parent audience
      • Develop parent and child orientated education programs
      • Embrace cause related marketing to demonstrate commitment and concern about the wellbeing of Kids
  • ACTION: Develop products that are fun, cool, and unique
    • Develop products that Kids can interact with
    • Recognize that fun and cool mean different things to Children and Tweens
    • Provide Kids with customization opportunities and provide them with a sense of brand ownership
      • Case Study: understanding what made Kellogg' s Fruit Winders so successful
    • Develop products with a unique sensory appeal
    • Continuously update your product offering to stay relevant
      • Develop alliances with hip lifestyle brands
    • Undertake sensory profiling tests to determine product favorability
      • Involve Kids in the product development process
  • ACTION: Help families re-connect by championing family values and developing ' family-time' products
    • Become an information resource and campaigner for family time
      • Show understanding and sensitivity to consumers' problems of making time for sit-down family meals
      • Innovate delivery systems and attemp to straddle the boundaries between ready meals and home cooking
    • Communicate ' happiness' and ' parental interaction' in ads
  • ACTION: Incorporate new media and word of mouth approaches into the marketing strategy
    • Ensure there is a unique and compelling reason to visit your website
    • Focus on the four key factors that consumers respond well to when developing viral content
    • Ensure that new media campaigns are integrated with traditional media efforts
• CHAPTER 4 APPENDIX
  • Definitions
  • Research methodology
  • References
  • How to contact experts in your industry
  • List of Tables
    • Table 1: European and US Children (5-9 year old) and Tween (10-13 year old) populations (millions), 2001, 2006 and 2011
    • Table 2: The average age of mothers at time of first child' s birth, by country, 2001-2011
    • Table 3: European and US 5-9 year old Children' s sources of discretionary income (per week), by country 2001-2011
    • Table 4: European and US 10-13 year old Tweens' sources of discretionary income (per week), by country, 2001-2011
    • Table 5: Number and percentage of overweight and obese Kids (5-13 years old) in Europe and the US, by country, 2001-2011
    • Table 6: European and US Children and Tweens' per capita consumption in selected food markets (US$), 2005
    • Table 7: European and US Children and Tweens' per capita consumption of soft drinks markets (US$), 2005
    • Table 8: Children and Tweens' per capita consumption of selected personal care markets (US$), 2005
    • Table 9: Consumer survey: the extent that European and US 25-49 year olds took ' active steps to eat more healthily' over the previous year, by country, 2006
    • Table 10: Kids and Teens (5-17 year olds) who state that "above all, they eat what they wish", 2000
    • Table 11: Consumer survey: the extent to which European and US 25-49 year olds ' used nutritional information on product packaging to make choices' in 2006, by country
    • Table 12: Consumer survey: levels of consumer trust towards claims made by cosmetics and toiletries brands and health related food and drink claims , by family status, Europe and US
    • Table 13: Consumer survey: How important ' eating fresh foods and drinks' is to 25-49 year olds, by country
    • Table 14: Minutes per day spent on leisure for selected European markets, 2005
    • Table 15: Consumer survey: the extent to which 25-49 year old consumers made conscious attempts to improve their work-life balance in 2006
    • Table 16: Definitions of terms and abbreviations used in this report
  • List of Figures
    • Figure 1: Kids are made up of two demographics: Children (5-9 year olds) and Tweens (10-13 year olds)
    • Figure 2: Tween number are declining in both Europe and US
    • Figure 3: Mid-lifers are delaying marriage and parenthood
    • Figure 4: Consumer socialization occurs rapidly from the age of 3 to 9
    • Figure 5: Pester power is influenced by a number of factors including product involvement, family income and age
    • Figure 6: Kids snack more than most other age groups in Europe and the US
    • Figure 7: The Netherlands has the highest percentage of under 17s online in Europe while as many 85% of 12 and 13 year olds use the Internet across Europe
    • Figure 8: Sweden has the highest percentage of under 17s that own mobile phones in Europe
    • Figure 9: 70% of 12 and 13 year olds owned mobile phones across Europe in 2005
    • Figure 10: There are numerous dimension kids associate with ' fun'
    • Figure 11: Three key attitudinal groups influence product adoption of Kids
    • Figure 12: Marketing to Kids requires an understanding of a broad range of factors
    • Figure 13: Negative images associated with poor nutrition will accentuate parent interest in healthy or better-for-you alternatives
    • Figure 14: Reformulating food and drink products is one step towards a more responsible approach to marketing to Kids
    • Figure 15: Healthy brands can be made to appeal to both adults and Kids providing that there are design cues that appeal to each audience
    • Figure 16: Organic and fresh products are well placed to capitalize on the fact parents are choosing healthier products for their Kids
    • Figure 17: More discerning parents are going to choose natural formulated cosmetics and toiletries for their Kids
    • Figure 18: Functional and fortified products need to be heavily promoted to parents, but equally accessible and fun to Kids
    • Figure 19: Leverage the product attributes and communication cues that consumers perceive as trustworthy
    • Figure 20: Informative advertising and community based marketing can attract information hungry parents
    • Figure 21: Celebrities can provide more buzz and excitement when it comes to informative advertising
    • Figure 22: Products co-developed with trusted professionals are deemed more trustworthy
    • Figure 23: Marketing messages encouraging physical activity levels will generally be regarded positively
    • Figure 24: Interactive products that evoke play value are more likely to engage the interest of Kids
    • Figure 25: Giving Kids brand ownership and linking brands with fashion can create more dynamic brand propositions
    • Figure 26: Maximizing sensory appeal is crucial to successfully attracting Kids in the short-term
    • Figure 27: Marketers can help families re-connect by demonstrating empathy for parents, championing family values and developing ' family-time' products
    • Figure 28: Bulk buying dinner schemes are gaining popularity in the US and are indicative of consumers' desire for convenience solutions for meal preparation chores
    • Figure 29: Advergames can be used to engage Kids with brands
    • Figure 30: Two phases characterize successful viral and word of mouth campaigns

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