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Children's Consumption Occasions and BehaviorsPublished by: Datamonitor Published: Dec. 31, 2003 - 96 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Hot topic 3 The future decoded 3 Action points 6 CHAPTER 2 THE FUTURE DECODED 14 Introduction 14 Children’s marketing is becoming more lucrative 15 A change of approach is required 17 Trends regarding Children’s CPG consumption and lifestlyes 19 The number of European Children is in slight decline 19 Children’s incomes and CPG spending are growing 21 The number of snacking occasions per child is increasing 26 Children are exerting a greater influence on parental spend 28 More Children are becoming obese 30 An insight into attitudes and lifestyles of modern Children 32 Attitudes and behavior of 3 to 9 year olds hugely varies with age 32 Children are exposed to worries and time-constrained lifestyles 33 Children are increasingly consuming diverse forms of media 35 Many Children have maturation aspirations 37 Children’s desire for control offers opportunities 40 Peer pressure and being ‘cool’ significantly impact perceptions 41 Understanding communications and products Children enjoy 45 Today’s Children are bombarded with marketing communications 45 Children will show mixed responsiveness to character branding 49 Communications targeted at parents can dilute Children’s interest 50 Whilst Children like change, they also like safety and routine 51 Emerging insights into the contemporary family unit 52 Parent-child interactions have been in decline 52 Parent-child communications are becoming more open 55 Child influence varies by age and product category 57 Parent insights - understanding their attitudes and lifestyles 58 Happy Children create parental pride and feelings of success 58 Parents have mixed feelings concerning Children’s marketing 59 The rise of ‘cool parenting’ 61 Health and nutrition concerns are key to parental decision-making 62 Conclusions 68 CHAPTER 3 ACTION POINTS 70 Make ‘responsible marketing’ your over-arching objective 70 Partake in existing, or develop new marketing education schemes 71 Consider cause-related marketing options 71 Offer education about healthy lifestyles 73 Restrict in-school marketing to the promotion of healthy food 74 Address parents’ rising nutrition concerns with all marketing 74 Place more emphasis on health than convenience 74 Reduce the fat, salt and sugar content of food products 75 Extend the appeal of existing healthy adult brands 76 Consider developing a new healthy eating brand to build trust 79 Promote healthy eating and active lifestyles in communications 81 Provide important nutritional information on your web/micro-site 82 Develop a broad adaptable communication strategy 83 Use television advertising to spearhead your campaign 84 Target the early-adopting trendsetter to create cool appeal 85 Ensure you offer a unique reason to visit your website 86 Communicate ‘happiness’ and ‘parental interaction’ in ads 86 Promote parent-child shopping occasions and pester power 87 Work with retailers to offer a fun, interactive in-store experience 87 Produce product add-ons that promote pester power 88 Don’t underestimate insight generated from speaking to kids 89 Continuously update your product offering to stay relevant 90 CHAPTER 4 APPENDIX 91 Supplementary data 91 Definitions 92 Research methodology 94 Bibliography 94 How to contact experts in your industry 96 AbstractIntroductionChildren (3 to 9 year olds) are becoming increasingly important as consumers as both their income and their influence over their parents increase. Despite the number of children being either stable or declining in most countries the value of "Kids marketing" is increasing. But it's not all that simple, Children's consumption patterns and behaviors are changing and marketers must react or lose touch. Scope Data on Children’s income from pocket money, handouts and odd jobs as well as analysis of food, drink and personal care spending by country. Analysis of trends affecting children’s CPG consumption including childhood obesity, spending, mealtime occasion data and media habits. Action Points pinpointing how to devise effective marketing strategies appealing to the changing attitudes and behaviors of parents and children. Detailed analysis of seven European country markets and the US from 2003-2008: France, Germany, Italy, The Netherlands, Spain, Sweden and the UK. Report Highlights Children's incomes continue to grow, as does their influence over their food and drink intake and personal care use. The children's market is evolving, making stereotypical views of children outdated. For example, did you know that Children are increasingly displaying trends and behaviors more commonly associated with older youths, even adults? Whilst population trends may not favor the children's market, the opportunity this market offers continues to increase. For example, consumption patterns are changing with the average number of times a child snacks in the morning, afternoon and evening increasing across Europe and the US. Peer pressures are most evident between the ages of 6-9, when the influence of friends is often more significant than that of parents. This means that targeting key attitudinal groups, especially "early adopting trendsetters’ (around 25% of 6-9 year olds) is a key factor in creating a broad appeal amongst children. Reasons to Purchase Access unique data concerning children’s consumption occasions, growing income and spending on food, drink and personal care. Improve your marketing by understanding how and why children are becoming increasingly important as consumers in their own right. Successfully offer "dual appeal" by understanding not only children's views about products, but also their parents. Get Full Details About This Report >> |
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