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Tween & Teen TrendsPublished by: Datamonitor Published: Jan. 19, 2005 - 64 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Introduction 3 The future decoded 3 Action points 4 CHAPTER 2 THE FUTURE DECODED 12 Introduction 12 Teens and Tweens are shrinking groups 13 Teens and Tweens are at crucial stages 13 European and American demographic trends differ 13 Increasing incomes drive growth 17 Tweens control a growing proportion of their spending 18 Teens’ incomes are growing faster than Tweens’ 24 Tweens are choosing to spend more on personal care and food 25 Teens are increasingly taking up skincare regimes 28 The number of US Teen occasions is decreasing 30 The effects of adolescence on the skin drive skincare usage 31 Key emotional need states drive Teen and Tween personal care 31 The same need states apply to food and drink 36 Teens’ and Tweens’ mealtimes are changing 36 Teens and Tweens are replacing missed meals with snacks 36 Children now regard eating out as the norm 40 Teens and Tweens are making more of their own choices 41 Teens wish to escape parental control 41 Conclusions 44 CHAPTER 3 ACTION POINTS 45 Introduction 45 Position your products as being “authentic” 46 Coolness must be backed by product-led innovation 47 Demonstrate respect for Teens’ intellects 49 Involve Teens and Tweens in your marketing and NPD 49 Make Teens feel that they have discovered a product 49 Earn Teens’ and Tweens’ trust 50 Gain the trust of parents 52 Use viral marketing 53 P&G’s “Tremor” program has identified 0.25m “influential” Teens 55 Target Teens and Tweens by focusing on key need states 56 Case study: Mary-Kate and Ashley brand 56 Offer flexibility, control and fun 58 Specialist retail areas can offer fun to Teenagers 59 Make marketing to Tweens more responsible 59 Participate in existing or develop new educational schemes 59 Consider cause-related marketing options 60 Restrict in-school marketing to the promotion of healthy food 61 CHAPTER 4 APPENDIX 62 Definitions 62 Research methodology 63 Relevant links 63 How to contact experts in your industry 64 LIST OF TABLES Table 1: Total number of Teenagers (14-17 years old) and Tweenagers (10-13 years old) by country, 1998-2008 (millions) 14 Table 2: Number of Tweenagers (10-13 years old) by country, 1998-2008 (millions) 16 Table 3: Number of Teenagers (14-17 years old) by country, 1998-2008 (millions) 17 Table 4: Tweens' annual total income, discretionary and non-discretionary (€bn and US$bn), Europe and the US, 1998-2008 19 Table 5: Tweens' weekly non-discretionary income (€/week and US$/week), Europe and the US, 1998-2008 20 Table 6: Tweens' weekly discretionary income (€/week and US$/week), Europe and US, 1998-2008 21 Table 7: Tweens' weekly sources of discretionary income by country, 1998-2008 23 Table 8: Teenagers’ gross income per year, by country, 2003-2008 24 Table 9: Tweens' expenditure on food by country (% of discretionary income), 1998-2008 26 Table 10: Tweens' expenditure on soft drinks by country (% of discretionary income), 1998-2008 26 Table 11: Tweens' expenditure on cosmetics and toiletries by country (% of discretionary income), 1998-2008 27 Table 12: Annual number of Teens' personal care occasions by market, Europe and US (1998-2008) 29 Table 13: Annual number of per capita personal care occasions by market amongst Teenagers, Europe and US (1998-2008) 30 Table 14: Penetration of make-up and skincare products amongst female Teenagers by country, 2003 31 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?” 33 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?” 36 Table 17: Number of Teens' and Tweens’ per head mealtime occasions per day, Europe and US, 2003-2008 38 Table 18: Overall number of Teens' and Tweens’ mealtime occasions, Europe and US, 2003-2008 (millions) 39 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?” 46 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?” 52 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?” 55 Table 22: Definitions used in this report 62 LIST OF FIGURES Figure 1: Total number of Teenagers (14-17 years old) and Tweenagers (10-13 years old) CAGR by country, 2003-2008 (%) 14 Figure 2: Tweens' expenditure on food, soft drinks and personal care, Europe and US (% of discretionary income), 1998-2008 25 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?” 32 Figure 4: Sephora Girls: designer personalities in bottles 34 Figure 5: Fun and discrete: examples of Teen-focused NPD 35 Figure 6: Number of Teens' and Tweens’ per head mealtime occasions per day, Europe and US, 2003-2008 37 Figure 7: Percentage of children and young adults who state that “above all, they eat what they wish”, by country, 2000 42 Figure 8: Jones Soda: the first interactive soft drinks packaging 51 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?” 54 Figure 10: The Mary-Kate and Ashley brand: a textbook example of marketing personal care to teenage girls 56 Figure 11: Example of personal care products aimed at teen and tween boys: OT 57 AbstractIntroductionIn 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 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. 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. Reasons to Purchase 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. Get Full Details About This Report >> |
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