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Main Government and Public Sector Social Studies Children's Consumption Occasions and Behaviors
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Children's Consumption Occasions and Behaviors

DateDec, 2003
Pages96
Price / format$5695 / Online Download
$11390 / Global Site License

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Abstract:
 Introduction
Children (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 The children's market is evolving, making stereotypical views of children outdated.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.




Table of contents:
 TABLE 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




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