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Published by: Datamonitor
Published: Mar. 14, 2003 - 69 Pages
Table of Contents
TABLE OF CONTENTS
CHAPTER 1 EXECUTIVE SUMMARY
- Hot topic
- The future decoded
- Action points
CHAPTER 2 THE FUTURE DECODED
- Introduction
- Implications for marketers
- A demographic profile
- A snapshot of living arrangements
- Other pan-European trends in young adult living behavior
- Influences on nest-leaving and their CPG implications
- Personal factors influencing nest-leaving behavior
- Societal influences on young adults’ living arrangements
- Young adults living at home
- Recent trends in the number of young adults living at home
- Need states, lifestyles and buying behavior
- Implications for CPG manufacturers and retailers
- The living arrangements of students
- Understanding a nest-leaving consumer
- Young adults and house sharing arrangements
- Trends in young adults living in house shares
- Need states, lifestyles and buying behavior
- Implications of house shares for CPG producers
- Cohabitation amongst young adults
- Trends in cohabitation
- Need states, lifestyles and buying behavior
- Implications for CPG producers and retailers
- Young adult single person households
- Trends in young people living alone
- Need states, lifestyles and buying behavior
- Implications for CPG producers
- Conclusions
CHAPTER 3 ACTION POINTS
- Provide solutions for each domestic setting
- Young adults living at home
- Young adults in transition households
- Focus special marketing investment on recent nest-leavers
- Reconsider assumptions about young adult consumers
CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- Bibliography
- SPP writing team
- How to contact experts in your industry
LIST OF TABLES
- Table 1: Young adults (aged 18-24) by country, 1997-2007
- Table 2: Living arrangements of young adults, 1997
- Table 3: Average age of marriage, and percentage ever married aged 20-24,
by country
- Table 4: Typology of European living arrangements and ranking of residential
independence
- Table 5: Young adults’ financial and residential reliance on parents
- Table 6: Personal and societal influences on young adults’ living arrangements
- Table 7: Estimated probability of living at home by selected income levels
- Table 8: Average disposable income of 18-24 year olds (Euros)
- Table 9: Age at which 50% of young people are living away from home by sex
- Table 10: Unemployment rates of 15-24 year olds
- Table 11: Young adults living at home, 1997-2007
- Table 12: The impact of living at home on the young adult consumer
- Table 13: Targeting young adults living at home by product category
- Table 14: The number of students in full-time education and the number living
with parents, 1997-2007
- Table 15: Young adults in house share arrangements, 1997-2002
- Table 16: Young adults cohabiting in Europe, 1997-2007
- Table 17: Age by which 50% of people are living with a partner
- Table 18: Assessing male and female influences on a cohabiting purchase
decision
- Table 19: Young adults living in single person households
- Table 20: Targeting young adults living at home by product category
- Table 21: Definitions used in this report
LIST OF FIGURES
- Figure 1: Young adults (aged 18-24) by country, 1997-2007
- Figure 2: Living arrangements of young adults, 1997
- Figure 3: Young adults’ financial and residential reliance on parents
- Figure 4: Age at which 50% of young people are living away from home by sex
- Figure 5: The wider influences on nest-leaving behavior
- Figure 6: Young adults living at home, 1997-2007
- Figure 7: The increasing importance of Consumer Packaged Goods to nestleavers
Abstract18-24 year old adults undergo an important transition phase both as individuals and consumers. They become increasingly independent as consumers of CPG’s, demonstrating new patterns of buying behavior that can be capitalized upon by marketers. The report quantifies the number of young adults living in different housing arrangements and how this affects their consumption behavior.
Scope:
18-24 household groups: living with parents, house sharers, cohabiters, single person households
Number of 18-24 year olds in household group each from 1997, 2002, 2007, by country.
Individual and societal influences shaping young adult living arrangements.
Analysis of young adults’ need states, lifestyles and buying behavior and the implications for CPG players based on their residential status.
Report Highlights:
Young adults living at home have a greater propensity to use their incomes to buy higer value items often as an assertion of their independence and to build self identity.
House sharing is experiencing the most significant growth, although it remains the least popular living arrangement for young adults with only 1.62 million 18-24 year olds residing in such a manner in 2002. Cohabitation is the most common form of household arrangement for young adults residing outside of the parental home.
Marketers need to increasingly refine products, communication and distribution channels to satisfy their specific requirements.
Reasons to Purchase:
- Understand how living arrangements of young adults fundamentally impact their needs, lifestyles and CPG consumption behavior.
- Refine and enhance you marketing strategy to more effectively target young adults.
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