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Tween & Teen Trends

  • Publication Date:January 2005
  • Publisher:Datamonitor
  • Product Type: Report
  • Pages:64

Tween & Teen Trends

Introduction

In 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.
  • Chapter 1 Executive Summary
    • Introduction
    • The future decoded
    • Action points
  • Chapter 2 The Future Decoded
    • Introduction
    • Teens and Tweens are shrinking groups
    • Teens and Tweens are at crucial stages
    • European and American demographic trends differ
    • Increasing incomes drive growth
    • Tweens control a growing proportion of their spending
    • Teens' incomes are growing faster than Tweens'
    • Tweens are choosing to spend more on personal care and food
    • Teens are increasingly taking up skincare regimes
    • The number of US Teen occasions is decreasing
    • The effects of adolescence on the skin drive skincare usage
    • Key emotional need states drive Teen and Tween personal care
    • The same need states apply to food and drink
    • Teens' and Tweens' mealtimes are changing
    • Teens and Tweens are replacing missed meals with snacks
    • Children now regard eating out as the norm
    • Teens and Tweens are making more of their own choices
    • Teens wish to escape parental control
    • Conclusions
  • Chapter 3 Action Points
    • Introduction
    • Position your products as being "authentic"
    • Coolness must be backed by product-led innovation
    • Demonstrate respect for Teens' intellects
    • Involve Teens and Tweens in your marketing and NPD
    • Make Teens feel that they have discovered a product
    • Earn Teens' and Tweens' trust
    • Gain the trust of parents
    • Use viral marketing
    • P&G's "Tremor" program has identified 0.25m "influential" Teens
    • Target Teens and Tweens by focusing on key need states
    • Case study: Mary-Kate and Ashley brand
    • Offer flexibility, control and fun
    • Specialist retail areas can offer fun to Teenagers
    • Make marketing to Tweens more responsible
    • Participate in existing or develop new educational schemes
    • Consider cause-related marketing options
    • Restrict in-school marketing to the promotion of healthy food
  • Chapter 4 Appendix
    • Definitions
    • Research methodology
    • Relevant links
    • How to contact experts in your industry
  • List of Tables
    • Table 1: Total number of Teenagers (14-17 years old) and Tweenagers (10-13 years old) by country, 1998-2008 (millions)
    • Table 2: Number of Tweenagers (10-13 years old) by country, 1998-2008 (millions)
    • Table 3: Number of Teenagers (14-17 years old) by country, 1998-2008 (millions)
    • Table 4: Tweens' annual total income, discretionary and non-discretionary (bn and US$bn), Europe and the US, 1998-2008
    • Table 5: Tweens' weekly non-discretionary income (/week and US$/week), Europe and the US, 1998-2008
    • Table 6: Tweens' weekly discretionary income (/week and US$/week), Europe and US, 1998-2008
    • Table 7: Tweens' weekly sources of discretionary income by country, 1998-2008
    • Table 8: Teenagers' gross income per year, by country, 2003-2008
    • Table 9: Tweens' expenditure on food by country (% of discretionary income), 1998-2008
    • Table 10: Tweens' expenditure on soft drinks by country (% of discretionary income), 1998-2008
    • Table 11: Tweens' expenditure on cosmetics and toiletries by country (% of discretionary income), 1998-2008
    • Table 12: Annual number of Teens' personal care occasions by market, Europe and US (1998-2008)
    • Table 13: Annual number of per capita personal care occasions by market amongst Teenagers, Europe and US (1998-2008)
    • Table 14: Penetration of make-up and skincare products amongst female Teenagers by country, 2003
    • 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?"
    • 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?"
    • Table 17: Number of Teens' and Tweens' per head mealtime occasions per day, Europe and US, 2003-2008
    • Table 18: Overall number of Teens' and Tweens' mealtime occasions, Europe and US, 2003-2008 (millions)
    • 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?"
    • 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?"
    • 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?"
    • Table 22: Definitions used in this report
  • List of Figures
    • Figure 1: Total number of Teenagers (14-17 years old) and Tweenagers (10-13 years old) CAGR by country, 2003-2008 (%)
    • Figure 2: Tweens' expenditure on food, soft drinks and personal care, Europe and US (% of discretionary income), 1998-2008
    • 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?"
    • Figure 4: Sephora Girls: designer personalities in bottles
    • Figure 5: Fun and discrete: examples of Teen-focused NPD
    • Figure 6: Number of Teens' and Tweens' per head mealtime occasions per day, Europe and US, 2003-2008
    • Figure 7: Percentage of children and young adults who state that "above all, they eat what they wish", by country, 2000
    • Figure 8: Jones Soda: the first interactive soft drinks packaging
    • 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?"
    • Figure 10: The Mary-Kate and Ashley brand: a textbook example of marketing personal care to teenage girls
    • Figure 11: Example of personal care products aimed at teen and tween boys: OT
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