Report: Tween & Teen Trends TOC

CHAPTER 1 EXECUTIVE SUMMARY

Introduction
The future decoded
- The number of Teens and Tweens is decreasing
- Teens and Tweens have growing disposable incomes
- US Teen and Tween snacking occasions are growing rapidly
- Key emotional need states drive Teen and Tween personal care
Action points

CHAPTER 2 THE FUTURE DECODED

Introduction
Teens and Tweens are shrinking groups
- Teens and Tweens are at crucial stages
- European and American demographic trends differ
  - Europes population is ageing faster than in the US
  - Tweenagers in particular are declining in number
  - The overall number of Teens is still increasing thanks to US growth
Increasing incomes drive growth
- Tweens control a growing proportion of their spending
  - Tween income sources - discretionary and non-discretionary
  - Tweens overall incomes are growing
  - Non-discretionary income is Tweens principal income source
  - Tweens have increasing amounts of disposable income
  - Handouts account for the rise in Tween disposable incomes
Teens incomes are growing faster than Tweens
- Teens incomes are more similar to adults
Tweens are choosing to spend more on personal care and food
- Food accounts for a growing percentage of Tweens disposable incomes
- Tweens increasingly prefer to spend their money on personal care
Teens are increasingly taking up skincare regimes
- The number of US Teen occasions is decreasing
- The effects of adolescence on the skin drive skincare usage
- Key emotional need states drive Teen and Tween personal care
  - Belonging and individuality - the key need states
  - The importance of fun
  - The search for maturity
- The same need states apply to food and drink
Teens and Tweens mealtimes are changing
- Teens and Tweens are replacing missed meals with snacks
  - US Teen and Tween snacking occasions are growing rapidly
  - A slight rise in the overall number of Teen and Tween eating occasions
- Children now regard eating out as the norm
  - Eating out plays a greater part in Teens and Tweens eating patterns
  - Eating out encourages more adventurous tastes
Teens and Tweens are making more of their own choices
- Teens wish to escape parental control
  - This can be achieved through greater control of spending
  - Tweens achieve this through influencing their parents
  - This leads to concerns over rising levels of obesity and other health problems
Conclusions
- Teens and Tweens are governed by emotional needs
- They are wary of marketing claims and mostly trust their peers opinions
- Parental concern over Teens and Tweens choices is growing

CHAPTER 3 ACTION POINTS

Introduction
Position your products as being "authentic"
- Coolness must be backed by product-led innovation
  - Case study: Levis - regaining the lost cool
- Demonstrate respect for Teens intellects
- Involve Teens and Tweens in your marketing and NPD
Make Teens feel that they have discovered a product
- Earn Teens and Tweens trust
  - Unreasonable brand claims alienate Teens
- Gain the trust of parents
  - Help Teens and Tweens to develop healthy eating habits
  - Overtly sexual messages in personal care advertising can be risky
Use viral marketing
- P&Gs "Tremor" program has identified 0.25m "influential" Teens
Target Teens and Tweens by focusing on key need states
- Case study: Mary-Kate and Ashley brand
  - Appearance is one of teenage boys main concerns
- Offer flexibility, control and fun
  - Offer control to "latch-key kids"
  - Physical needs should be credible and responsibly targeted
- Specialist retail areas can offer fun to Teenagers
  - "Lifestyle shop placement"
Make marketing to Tweens more responsible
- Participate in existing or develop new educational schemes
- Consider cause-related marketing options
  - Consumer and parental perceptions would appear positive
  - Successful example: Fox Kids Europe and UNICEF - "Go Girls" campaign
  - Cause-related marketing must be transparent and unexploitative
- Restrict in-school marketing to the promotion of healthy food

CHAPTER 4 APPENDIX

Definitions
Research methodology
Relevant links
How to contact experts in your industry
List of Tables
- Table 1: Total number of Teenagers (14-17 years old) and Tweenagers (10-13 years old) by country, 1998-2008 (millions)
- Table 2: Number of Tweenagers (10-13 years old) by country, 1998-2008 (millions)
- Table 3: Number of Teenagers (14-17 years old) by country, 1998-2008 (millions)
- Table 4: Tweens annual total income, discretionary and non-discretionary (?bn and US$bn), Europe and the US, 1998-2008
- Table 5: Tweens weekly non-discretionary income (?/week and US$/week), Europe and the US, 1998-2008
- Table 6: Tweens weekly discretionary income (?/week and US$/week), Europe and US, 1998-2008
- Table 7: Tweens weekly sources of discretionary income by country, 1998-2008
- Table 8: Teenagers gross income per year, by country, 2003-2008
- Table 9: Tweens expenditure on food by country (% of discretionary income), 1998-2008
- Table 10: Tweens expenditure on soft drinks by country (% of discretionary income), 1998-2008
- Table 11: Tweens expenditure on cosmetics and toiletries by country (% of discretionary income), 1998-2008
- Table 12: Annual number of Teens personal care occasions by market, Europe and US (1998-2008)
- Table 13: Annual number of per capita personal care occasions by market amongst Teenagers, Europe and US (1998-2008)
- Table 14: Penetration of make-up and skincare products amongst female Teenagers by country, 2003
- 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?"
- 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?"
- Table 17: Number of Teens and Tweens per head mealtime occasions per day, Europe and US, 2003-2008
- Table 18: Overall number of Teens and Tweens mealtime occasions, Europe and US, 2003-2008 (millions)
- 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?"
- 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?"
- 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?"
- Table 22: Definitions used in this report
List of Figures
- Figure 1: Total number of Teenagers (14-17 years old) and Tweenagers (10-13 years old) CAGR by country, 2003-2008 (%)
- Figure 2: Tweens expenditure on food, soft drinks and personal care, Europe and US (% of discretionary income), 1998-2008
- 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?"
- Figure 4: Sephora Girls: designer personalities in bottles
- Figure 5: Fun and discrete: examples of Teen-focused NPD
- Figure 6: Number of Teens and Tweens per head mealtime occasions per day, Europe and US, 2003-2008
- Figure 7: Percentage of children and young adults who state that "above all, they eat what they wish", by country, 2000
- Figure 8: Jones Soda: the first interactive soft drinks packaging
- 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?"
- Figure 10: The Mary-Kate and Ashley brand: a textbook example of marketing personal care to teenage girls
- Figure 11: Example of personal care products aimed at teen and tween boys: OT