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Main Government and Public Sector Social Studies Teen and Young Adult Consumption Patterns 2003
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Teen and Young Adult Consumption Patterns 2003

DateNov, 2003
Pages87
Price / format$5695 / Online Download
$11390 / Global Site License

$5 695 

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Abstract:
 Introduction
Young adults (14-24 years old) are currently one of the most highly targeted consumer groups. Current research however, provides marketers with many competing views of the youth market. This report lends clarity to the current understanding of the market by providing market segmentation by life-stage and detailed insight into associated need states and attitudes.

Scope
* A complete examination of the specific food, drink and personal care need states associated with different young adult life-stages

* Historical data and forecasts to 2007 on the size and development of the 'Teenager', 'Student' and 'Newly Employed' segments in the U.S. and Europe

* Analysis of the gross income and spending power of these consumers

* Detailed strategic and tactical recommendations to sharpen marketing tactics aimed at this group

Report Highlights
While the overall number of 14-24 year olds is declining in Europe from 53.2 million to 51.8 million between 2002 and 2007, this demographic is set to grow in the U.S. In spite of the overall decline, the Student group will continue to grow in Europe.

The spending power of young adults will continue to increase. Students hold much of the influence in this market with a total annual income of $103.3 billion in the U.S. and $102.8 billion in Europe.

Numerous need states exist that allow marketers to better approach targeting the young adult market. One of the most important needs of these consumers is to show their increasing maturity through their brand preferences. This creates the opportunity to provide young adults with a strong adult positioning.

Reasons to Purchase
* Leverage insights on the market to develop effective marketing strategies and increase returns from the young adult market.

* Utilize unique data on the size and development of the young adult market to assess the size and growth of your target market.

* Recognize consumer attitudes to different marketing tactics.




Table of contents:
 TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY 3
Introduction 3
The future decoded 3
Action points 6

CHAPTER 2 THE FUTURE DECODED 14
Introduction 14
Who are the 14-24 year olds? 14
Key contexts and the overall importance of 14-24 year olds 15
The need for effective segmentation 15
The major 14-24 year old lifestages 16
Living arrangements also affect habits 17
Population trends 18
Incomes and spending 21
Socio-cultural contexts 23
Lifestages and their affect on 14-24 year olds’ needs 24
Need states of 14-24 year olds 24
Marketing characteristics of 14-24 year olds 26
14-24 year olds - born cynics? 26
The increasing ‘sophistication’ of brand interpretation 28
Creating influence - the marketing of coolness 29
Teenagers 30
Group development and income 30
Teenagers’ CPG consumption habits and attitudes 35
Students 40
Group development and income 40
Marketing to Students 46
Students’ CPG consumption habits and attitudes 48
Students’ CPG buying behavior 50
The Newly Employed 50
Group development and income 50
Marketing to the Newly Employed 54
Newly Employed - CPG consumption habits and attitudes 59
Newly Employed - CPG buying behavior 62
Conclusions 63

CHAPTER 3 ACTION POINTS 64
Introduction 64
Target groups with highly tailored messages 64
Add ‘coolness’ to a greater variety of food and drinks 66
Case study: Levis - regaining the lost ‘cool’ 69
Offer control, flexibility and fun to Teenagers 71
Address Student needs as they adjust to living away from home 72
Target the ‘switching’ nature of the Newly Employed 73
Embrace the new media and communication methods 74

CHAPTER 4 APPENDIX 81
Supplementary data 81
Definitions 83
Research methodology 84
Bibliography 84
How to contact experts in your industry 86


LIST OF TABLES
Table 1: Snapshot of young adult consumer groups, by country, (m), 2002 17
Table 2: Overall consumer group size comparison, U.S. & Europe, (m), 1997-2007 19
Table 3: Gross income comparisons between 14-24 year old groups ($/capita), ($bn), Europe, 2002-2007 21
Table 4: Gross income comparisons between 14-24 year old groups ($/capita), ($bn), U.S. 2002-2007 22
Table 5: Overview of 14-24 year old groups’ spending, ($bn), (%), Europe, 2002-2007 22
Table 6: Overview of 14-24 year old groups’ spending, U.S., ($bn), (%), 2002-2007 23
Table 7: Teenager (14-17 years old) group size, (m), 1997-2007 30
Table 8: Teenager group male/female splits, (m), 1997-2007 31
Table 9: Teenager group’s gross income per year, by country, ($/capita), ($bn), 2002-2007 32
Table 10: Children and 14-24 year olds who state that “above all, they eat what they wish” 35
Table 11: Percentage of children and 14-24 year olds who state that they eat the following every day 36
Table 12: Penetration of make-up and skincare among female Teenagers (% using) for selected countries, 2001 39
Table 13: Total Student population (18-24 yrs old), by country, (m), 1997-2007 41
Table 14: Students (18-24 yrs old) - male/female splits, by country, (m), 1997-2007 41
Table 15: Students living at home, by country, (m), 2002-2007 42
Table 16: Students living at home, by country, (%), 2002-2007 43
Table 17: Students (18-24 yrs old) living away from home gross income per person per year, by country, ($/capita), 2002-2007 44
Table 18: Students (18-24 yrs old) living away from home gross income per year, by country, ($bn), 2002-2007 44
Table 19: Students (18-24 yrs old) living at home gross income per person per year, by country, ($/capita), 2002-2007 45
Table 20: Students (18-24 yrs old) living at home gross income per year, by country, ($bn), 2002-2007 45
Table 21: Student drinks consumption behavior, U.S. & Europe, 2002-2007 49
Table 22: Newly Employed population (18-24 yrs old), by country, (m), 1997-2007 51
Table 23: Relative importance of Consumer Packaged Goods to nest-leavers 53
Table 24: Newly Employed (18-24 yrs old) gross income per year, by country, ($/capita), ($bn), 2002-2007 54
Table 25: Average population and Newly Employed frequency per week of eating out, weekend vs. weekday, by country, 2002 59
Table 26: Newly Employed drinks consumption behavior, U.S. & Europe, 2002-2007 60
Table 27: Average total population and Newly Employed’s frequency of drinking out per week, weekend vs. weekday, by country, 2002 61
Table 28: Potential ‘coolness’ opportunities 67
Table 29: Total population aged 14-24, by country, (m), 2002-2007 81
Table 30: Students (18-24 yrs old) gross income per year, ($/capita), ($bn), 2002-2007 82
Table 31: Conversions of liters to servings 83
Table 32: Definitions used in this report 83

LIST OF FIGURES
Figure 1: Teen and young adult population, split by liefstage, by country, (%), 2002 16
Figure 2: Comparisons between 14-24 year old consumer groups, U.S. & Europe, (m), 1997-2007 19
Figure 3: Alcohol consumption patterns across Europe by teenagers 37




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