Marketing to Children Aged 11-16 - UK : Market Research Report

Marketing to Children Aged 11-16 - UK

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2008 - 187 Pages

Abstract

A quarter of 11-15-year olds claim to have taken drugs (according to National Health Service, The Information Centre), while the concern level among parents with children aged 10-15 stands at some 45% (according to Mintel’s exclusive consumer research for this report). This reflects the success of initiatives to make parents aware of this issue.

However, drug abuse can be very difficult to spot, and parents may welcome broader availability of testing kits.
Children, especially those who are users, may be reluctant to comply so there may be a market for ‘sneaky’ tests, where children would not realise that they are being tested.
Alternatively, parents may welcome systems within schools where all children are tested at random intervals.

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