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Tween & Teen Trends

DateJan, 2005
Pages64

€4 556 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:

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.




Table of contents:
 TABLE 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 (Ђbn and US$bn), Europe and the US, 1998-2008 19
 
Table 5: Tweens' weekly non-discretionary income (Ђ/week and US$/week), Europe and the US, 1998-2008 20
 
Table 6: Tweens' weekly discretionary income (Ђ/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
 

 




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