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Main Consumer Goods & Retail Retailing Targeting consumer segments in Asia-Pacific
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Targeting consumer segments in Asia-Pacific

DateJan, 2004
Pages192
Price / format€6094 / Electronic

€6 094 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Introduction

This report examines specific consumer segments. Such segments include tweenagers, teenagers and young adults, consumer who live alone and seniors. The report illustrates how these consumers behave, their needs and consumption patterns. It will therefore be vital reading to any company wanting to improve the way they target these consumer segments.

Scope

Specific analysis of incomes, employment patterns, living arrangements and CPG spending by different segments.

Detailed action points pinpointing how to devise effective marketing concepts that appeal to senior consumers.

Historical data and forecasts on tweens’ income from pocket money, handouts and odd jobs

Detailed analysis of the characteristics of singles at four different lifestage, and the need-states generated by living alone.

Highlights

Although seniors show greater awareness towards healthy eating and drinking, prevalence of obesity and cholesterol levels remain high. Marketers must resolve the indulgence versus health issue and focus on communicating product benefits rather than emphasizing the problems they seek to counter.

More tweens are becoming “eating individualists” with a large degree of autonomy over what they eat. Crucially this means that tweens’ influence over what is bought by their parents is also increasing.

The most valuable market segment is Late Mid-lifers - especially those who have never married. They are independently minded, place a high priority on enjoying their life and have a higher than average disposable income, making them a good target for premium goods in all CPG arenas.

Reasons to Purchase

Obtain key, concise data about social trends affecting seniors' lifestyles and consumption behavior

Identify and target tweenagers main need states effectively

Single consumers spend more on CPG – find out how to make them spend their money on your products

Region: Asia Pacific








Table of contents:
Chapter 1 EXECUTIVE SUMMARY 3
Tweenagers 3
Teenagers and young adults 4
Consumers living alone 6
Seniors 9
Action points 11
Tweenagers 11
Teenagers and young adults 11
Consumers living alone 11
Seniors 12

Chapter 2 INTRODUCTION 24
Who is the target reader? 25
How to use this report 25

Chapter 3 TWEENAGERS 26
Segmenting the tweenage market 26
The emergence of the tweenager 27
The number of tweenagers 27
Reasons for the current interest in tweenagers 28
A marketing niche that has arrived 29
Social trends are also responsible for the tweenage phenomenon 29
Sizing the tweenage opportunity 30
Discretionary income 31
Non-discretionary income 33
Tweens affect more than just what they spend themselves 34
Tweenagers – general profile and characteristics 35
Developmental compression – getting older, younger 36
Marketing awareness and media saturated 36
Youth and tweenage food and drink habits 37
A reinterpretation of tweenagers is required 42
Current approaches to the tween are failing 42
The danger of “over-segmenting” the youth market 44
Tweenage consumer needs and their implications 44
A new perspective on marketing to tweens 46
A model for marketing to tweens 46
Assessment of tween purchasing behavior by category 48
Targeting parents versus targeting tweens 50
Conclusions 52

Chapter 4 TEENAGERS AND YOUNG ADULTS 53
Key contexts and the overall importance of 14-24 year olds 53
The need for effective segmentation 54
The major 14-24 year old lifestages 54
Living arrangements also affect habits 55
Socio-cultural contexts 56
Lifestages and their affect on 14-24 year olds’ needs 56
Need states of 14-24 year olds 56
Marketing characteristics of 14-24 year olds 58
14-24 year olds – born cynics? 58
The increasing ‘sophistication’ of brand interpretation 60
Creating influence – the marketing of coolness 61
General need states of Teenagers 62
Teenagers’ CPG consumption habits and attitudes 64
Students 68
Marketing to Students 68
Students’ CPG consumption habits and attitudes 70
Students’ CPG buying behavior 72
The Newly Employed 72
Group development and income 72
Marketing to the Newly Employed 75
Conclusions 79

Chapter 5 CONSUMERS LIVING ALONE 80
Singles living alone – why target this market? 80
Consumer groups and characteristics 83
Young Adults 83
Early Mid-lifers 85
Late Mid-lifers 87
Seniors 90
General needs of those living alone 92
Limitations of space 93
Communication 93
Fun 94
Comfort 94
Consumer group specific need states 94
Single Young Adults 95
Single Early Mid-lifers 97
Single Late Mid-lifers 100
Single Seniors 50 – 64 103
Single Seniors 65 years and older 104
Conclusions 105

Chapter 6 SENIORS 107
Defining and segmenting Senior consumers 107
Trends regarding Seniors 108
Seniors represent a large and growing segment 108
Older consumers possess a greater level of disposable income 109
Marketers currently lack interest in Senior consumers 110
Important social issues affecting Europe’s Seniors 112
A need to continue working later in life 112
Seniors are facing up to reduced pensions 113
Understanding Senior lifestages 113
Seniority marks an important period of change and re-evaluation 114
Marketers can capitalize on trigger points to change buying habits 115
Understanding the life history of Seniors 115
Period effects must be understood for effective marketing 116
A new age of Senior consumerism 117
Changing expectations concerning quality of life 118
Seniors are more hedonistic than in previous generations 118
Seniors and health 119
As health deteriorates, specific nutritional requirements occur 119
Marketers must resolve the indulgence versus health issue 121
Only now are older consumers becoming increasingly active 122
Seniors value and trust health professionals 123
Communicating with Senior consumers 124
Most Seniors are proud of their age 125
Seniors are equally as cynical as younger generations 125
Many current Seniors feel ignored, alienated and stereotyped 126
Older adults often rely upon informal sources of information 129
Sector specific insights - food 129
New flavors for food and drink help to create excitement 129
Seniors value convenience but want to maintain pride 129
Seniors are becoming an important part of the snacking trend 130
The sense of taste declines with age 130
Sector specific insights - drinks 130
Dehydration is particularly prolific amongst the elderly 130
Seniors respond particularly well to drinks they grew up with 130
Less of the best – Seniors will premiumise drinks purchases 131
Alcohol as a healthy solution to ageing problems 131
Sector specific insights – personal care 132
Alleviating dryness is as important as wrinkles 132
Increasing mouth and body odor problems 132
Conclusions 132

Chapter 7 ACTION POINTS 135
Tweenagers 135
Picking the right course of action 135
Determine strategy on a category by category basis 135
Drinks categories – split tactics between juices and carbonates 136
Food categories – a mixed bag of tactics is required 137
Personal care – target the tween directly 138
Make use of “step stone” brands 138
Teenagers and young adults 140
Target groups with highly tailored messages 140
Add ‘coolness’ to a greater variety of food and drinks 142
Case study: Levis - regaining the lost ‘cool’ 145
Offer control, flexibility and fun to Teenagers 147
Address Student needs as they adjust to living away from home 148
Target the ‘switching’ nature of the Newly Employed 149
Embrace the new media and communication methods 150
Consumers who live alone 156
Target Single Young Adults’ need to socialize 156
Increase share of on-trade spending through unique brand appeal 157
Sell Single Young Adults personal care for themselves, not others 158
Help Early Mid-lifers enjoy their status and attract partners 159
Educate Early Mid-lifers as they experiment with premium drinks 160
Focus on fighting age, pampering and building confidence 160
Target Late Mid-lifers desire to enjoy the “good life” 161
Help Seniors to enjoy their lives for as long as possible 162
Target the “less of the best” attitude to drinks 163
Target key single person consumption occasions 164
Target going out occasions 164
Packaging must answer single person household needs 165
Busy lifestyles suggest new product formats 165
Seniors 166
Update conventional marketing approaches 166
Target Seniors’ core values with your marketing concept 168
Resolve the paradox between ‘age’ and ‘youth’ 169
Show sensitivity to the inequality amongst Seniors 173
Use packaging to facilitate ease of product use 174
Communicate more effectively 175
Promote product as an escapism of problems facing old age 180
Remove risks for older consumers 181

Chapter 8 APPENDIX 183
Definitions 183
Research methodology 186
References 186
Tweenagers chapter 186
Teenagers and young adults chapter 187
Seniors chapter 188
Datamonitor custom research capabilities 189
SPP writing team 191
How to contact experts in your industry 192


LIST OF TABLES
Table 1: Tweenagers by country (millions and % population), 1997-2007 28
Table 2: European tweens’ sources of discretionary income (per week), 1997-2002 32
Table 3: Tweens’ non-discretionary income (per week), 1997-2007 34
Table 4: Children and young adults who state that “above all, they eat what they wish”, 2000 38
Table 5: Portion of children’s and young adults’ budget devoted to food, 2000 39
Table 6: Five to 17 year olds, minutes taken to eat different main meals, 2000 40
Table 7: Percentage of children and young adults who state that they eat the following every day, 2000 41
Table 8: Children and 14-24 year olds who state that “above all, they eat what they wish” 64
Table 9: Percentage of children and 14-24 year olds who state that they eat the following every day 65
Table 10: Relative importance of Consumer Packaged Goods to nest-leavers 73
Table 11: Number of single person households in Europe (m), 1997-2007 81
Table 12: Single person households as a percentage of total households. Europe 2002 82
Table 14: Levels of exercise taken by age group, Europe 2001 86
Table 15: Quantifying mega-lifestage durations 107
Table 16: Profiling the 50-plus lifestage 108
Table 17: Important values, behaviors and attitudes associated with the period effect 117
Table 18: Europeans selecting factors perceived to be the most important influences on health (%), by age, 2002 121
Table 19: Sources of information for Europeans seeking advice on healthy eating, (%) by age, 2002 123
Table 20: An analysis of product categories featuring 50-plus models in advertisements 127
Table 21: Advertising agency executives’ recommendations for ads containing an older central figure when targeting an older audience 128
Table 22: Identifying key needs by age for Seniors 134
Table 23: Potential ‘coolness’ opportunities 143
Table 24: Global mobile phone users, 2001 153
Table 25: Definitions of terms used in the Tweenagers chapter 183
Table 26: Definitions of terms used in the People Living Alone chapter 184
Table 27: Definitions of terms used in the Seniors chapter 185


LIST OF FIGURES
Figure 1: Groups in the youth market 26
Figure 2: Regression of the proportion of budget spent on food against calorie intake, boys and girls, 2000 39
Figure 3: Tweenage development 45
Figure 4: Model of product design and age targeting 47
Figure 5: Map of tween influence by category 49
Figure 6: Life events experienced that impact on consumption behavior 115
Figure 7: Map of tween influence by category 136
Figure 8: Datamonitor’s core consulting capabilities 191




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