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Main Government and Public Sector Social Studies Young Adults' Consumption Behavior
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Young Adults' Consumption Behavior

DateMar, 2003
Pages67
Price / format$5695 / Online Download
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Abstract:
 Introduction
Young Adults (14 to 24 year olds) are one of the most hotly targeted consumer groups, but a plethora of research into these consumers has left CPG marketers with a myriad of competing views on how to segment and target this audience. Young Adults’ Consumption Behavior delivers clarity by providing a segmentation based upon lifestages, allowing clear and distinct need states to be identified.

Scope
1997 to 2007 data on the size and development of Teenagers, Students and the Newly Employed, across seven countries

Analysis of the gross income, spending and personal care habits of these consumers

Both general and food, drinks and personal care specific need states analysis of each consumer group

Examination of the marketing characteristics of Young Adults and how best to approach them

Report Highlights
Despite an overall decline in the total number of 14-24 year olds in western Europe, the total number of Students will increase from 17.3 million in 2002 to 18.1 million in 2007

The average Teenager has an annual income of EURO592 in 2002, compared to EURO6,634 for the average Student and EURO19,993 for the average Newly Employed consumer

Many Young Adults have need states that are not fully met by current consumer packaged goods players. There is a large role for offering education about certain types of products and to help these consumers assert their increasing maturity

Reasons to Purchase
Young Adults’ Consumption Behavior provides a complete view of the consumer packaged goods habits and need states of Young Adults' consumer groups

Data on the size, development and spending habits of these groups are provided along with actionable recommendations allowing improved marketing




Table of contents:

CHAPTER 1 EXECUTIVE SUMMARY

    Introduction
    The future decoded
    Action points

CHAPTER 2 THE FUTURE DECODED

    Introduction

      Who are the 14 - 24 year olds?

    Key contexts and the overall importance of 14 - 24 year olds

      The need for effective segmentation
      The major 14 - 24 year old lifestages
      Population trends
      Incomes and spending
      Socio-cultural contexts

    Lifestages and their affect on 14 - 24 year olds’ needs

      Need states of 14 - 24 year olds

    Marketing characteristics of 14 - 24 year olds

      14 - 24 year olds - born cynics?
      The increasing “sophistication” of brand interpretation
      Creating influence - the marketing of coolness
      Case study: Levis - regaining the lost “cool”

    Teenagers

      Group development and income
      Marketing to Teenagers
      Teenagers’ CPG consumption habits and attitudes
      Teenagers’ CPG buying behavior

    Students

      Group development and income
      Marketing to Students
      Students’ CPG consumption habits and attitudes
      Students’ CPG buying behavior

    The Newly Employed

      Group development and income
      Marketing to the Newly Employed
      Newly Employed - CPG consumption habits and attitudes
      Newly Employed - CPG buying behavior

    Conclusions

CHAPTER 3 ACTION POINTS

    Introduction
    Target groups with more tailored messages
    Add “coolness” to a greater variety of food and drinks
    Target Teenagers by offering control, flexibility and fun
    Help Students living away from home to adjust to the change
    Target the “switching” nature of the Newly Employed

CHAPTER 4 APPENDIX

    Supplementary data
    Definitions
    Research methodology
    Bibliography
    How to contact experts in your industry

LIST OF TABLES

    Table 1: Snapshot of consumer groups (millions), 2002
    Table 2: Overall European consumer group size comparison (population in millions), 1997-2007
    Table 3: Gross income comparisons between 14-24 year old groups (€ per capita and total €bn), 2002-2007
    Table 4: Overview of 14 - 24 year old groups’ spending (Euros bn and % spending), 2002-2007
    Table 5: Teenager group size (millions aged 14-17 years old), 1997-2007
    Table 6: Teenager group male/female splits (millions), 1997-2007
    Table 7: Teenager group’s gross income per annum (€ per capita and total €bn), 2002-2007
    Table 8: Children and 14 - 24 year olds who state that “above all, they eat what they wish”
    Table 9: Percentage of children and 14 - 24 year olds who state that they eat the following every day
    Table 10: Penetration of make-up and skincare amongst female Teenagers (%using) for selected countries, 2001
    Table 11: Total Student population (aged between 18 and 24 years old) in millions, 1997-2007
    Table 12: Students (18-24 years old) - male/female splits, 1997-2007
    Table 13: Students (18-24 years old) living at home (millions and total %), 2002-2007
    Table 14: Students living away from home (millions and % all students), 2002-2007
    Table 15: Students living away from home (18-24 year olds) gross income per annum (€ per capita and total €bn), 2002-2007
    Table 16: Students living at home (18-24 year olds) gross income per annum (€ per capita and total €bn), 2002-2007
    Table 17: Student drinks consumption behavior in Europe, 2002-2007
    Table 18: Total Newly Employed population aged between 18 and 24 years old (millions), 1997-2007
    Table 19: Newly Employed (18-24 years old) male/female splits, 1997-2007
    Table 20: Newly Employed (18-24 year olds) gross income per annum (€ per capita and total €bn)
    Table 21: Average European and Newly Employed frequency of eating out (per week), 2001
    Table 22: Newly Employed drinks consumption behavior, 2002-2007
    Table 23: Average European and Newly Employed frequency of drinking out (per week), 2001
    Table 24: Potential “coolness” opportunities
    Table 25: Total population aged 14 to 24 years old (millions), 1997-2007
    Table 26: Students (18-24 year olds) gross income per annum (€ per capita and total €bn), 2002-2007
    Table 27: Conversions of liters to servings
    Table 28: Definitions used in this report




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