Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- 5 to 9 year old Children and 10 to 13 year old Tweens are declining in
number
- The demographic dynamics of family life are changing
- Kids' autonomous spending power is growing
- Poor diets have led to childhood obesity reaching record levels
- ' Consumer socialization' is occurring earlier than ever
- Kids over-consume in a number of emotionally meaningful categories
- Kids' media consumption and social habits are evolving and vary by age
- Kids' behavior is characterized by a need for belonging, individuality
and maturation
- Products that are unique, fun, explorative and ' cool' will resonate
most with Kids
- Childhood is pressurized and complex
- Health is a top-of-mind parental concern and is even gaining
consciousness among Kids
- Parents find it increasingly difficult to balance work and home life
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- Effective marketing to Kids requires a more complex ' layered' approach
- TREND: Children and Tweens are declining in number
- The number of Children is declining in Europe but increasing in the US
- Tweens are decline in number across both Europe and the US
- TREND: The demographic dynamics of family life are changing
- The average age of parenting is rising
- The average age of marriage is increasing
- Families are becoming smaller
- TREND: Kids' autonomous spending power is growing
- Kids' discretionary income is on the rise
- Children are getting more and more pocket money
- Tweens are experiencing more freedom in their purchases
- TREND: Poor diets have led to childhood obesity reaching record levels
- More than one in three Kids will be overweight or obese by 2011
- Kids' dietary patterns are deemed to have reached crisis point
- A relatively high propensity to skip meals also characterizes Kids'
diets
- Lower levels of exercise contribute to childhood obesity growth
- Diabetes rates in children are on the rise while heart disease and
mental health are other side-effects
- INSIGHT: ' Consumer socialization' is occurring earlier than ever
- Children aged less than seven have limited understanding of advertising
- The ' consumer socialization' of Kids contributes to pester power
- Pester power has been rising over the past decade
- Pester power is influenced by a broad range of factors
- INSIGHT: Kids over-consume in a number of emotionally meaningful
categories
- Kids' Confectionery, Ice Cream and Savory Snacks consumption exceeds
the population average
- European and US Children consumed notably more confectionery per
capita than the population average in 2005
- Tweens are even heavier consumers of sugary and salty snacks
- Kids are heavy consumers of carbonates
- Children consume more carbonates per capita than average
- Both European and US Tweens consumed 40% more carbonates per capita
than the population average in 2005
- Kids are currently insignificant personal care consumers
- Children significantly under consume in personal care markets
- Tweenagers under consume in most personal care markets but the
fragrance and haircare segments are developing
- INSIGHT: Kids are strongly influenced by a media orientated lifestyle
- Today' s Kids are increasingly exposed to new technologies and
interactive gadgetry as they pass though infancy and become Children
- Children and Tweens embrace and socialize via a disparate range of media
- US children spend more than 6 hours per day using different media
- Kids increasingly interact via digital content
- Tweens are particulary open to viral marketing
- The role of TV is still important as an entertainment source in Europe
and the US
- Kids are strongly influenced by TV advertising
- Over half of European Kids regularly use the Internet aged 8
- Mobile phones continue to grow in popularity with Kids
- Mobile phone ownership rises significantly as Children become Tweens
- Parents play a surprisingly small role in Kids' media choices
- INSIGHT: Kids' behavior is characterized by a need for belonging,
individuality and maturation
- Attaining peer-group acceptance is vital for Kids
- Kids crave empowerment and seek to express their individuality
- Kids aspire to be older than they are, but also enjoy the
responsibility-free lifestyle of childhood
- INSIGHT: Products that are unique, fun, explorative and ' cool' will
resonate most with Kids
- There are numerous dimensions associated with fun
- Kids, especially Tweens have a strong identification with fashion
brands
- Packaging cues are important in creating the "wow factor" for Kids
- There are three key attitudinal groups affecting product popularity
- INSIGHT: Childhood is pressurized and complex
- Kids are exposed to ever more stress in daily life
- Kids worry about succeeding in school
- Kids experience time pressures
- Appearance and body weight concerns increasingly create stress
- INSIGHT: Health is a top-of mind parental concern and is even gaining
consciousness among Kids
- Parents have a key role to play in a child' s consumer socialization
- Parents are taking more control of their Kids' eating habits
- Consumers of parenting age are trying to eat more healthily and this
has a knock-on effect
- Kids' ability to influence food purchases could be set to decline
- Parents worry about and report difficulties in getting their Kids to
eat healthily
- Parents are increasingly scrutinizing product packaging to check for
health information
- Parents are untrusting of health related product claims
- Parents will increasingly opt for natural and fresh food variants for
their Kids
- The presence of children plays an important role in positively
influencing natural food and drink purchase decisions
- Kids are also becoming more autonomously health conscious
- INSIGHT: Parents find it increasingly difficult to balance work and home
life
- Time pressures are negatively affecting family life
- Parent-child interactions remain aspirational for time starved families
- There is evidence that families are seeking to re-prioritize and
re-establish the family bond
- Conclusions
- CHAPTER 3 ACTION POINTS
- ACTION: Make responsible marketing a central theme of all Kid focused
targeting
- Address parents' concerns over health and nutrition
- Create better-for-you alternatives by reformulating products
- Extend the appeal of existing adult brands with credible health
credentials
- Develop products that allow a more positive health-orientated
communication
- Target Kids' and parents' with natural personal care products
- Develop Kid specific functional products
- Use marketing tactics that help build trust with a skeptical parent
audience
- Develop parent and child orientated education programs
- Embrace cause related marketing to demonstrate commitment and
concern about the wellbeing of Kids
- ACTION: Develop products that are fun, cool, and unique
- Develop products that Kids can interact with
- Recognize that fun and cool mean different things to Children and
Tweens
- Provide Kids with customization opportunities and provide them with a
sense of brand ownership
- Case Study: understanding what made Kellogg' s Fruit Winders so
successful
- Develop products with a unique sensory appeal
- Continuously update your product offering to stay relevant
- Develop alliances with hip lifestyle brands
- Undertake sensory profiling tests to determine product favorability
- Involve Kids in the product development process
- ACTION: Help families re-connect by championing family values and
developing ' family-time' products
- Become an information resource and campaigner for family time
- Show understanding and sensitivity to consumers' problems of making
time for sit-down family meals
- Innovate delivery systems and attemp to straddle the boundaries
between ready meals and home cooking
- Communicate ' happiness' and ' parental interaction' in ads
- ACTION: Incorporate new media and word of mouth approaches into the
marketing strategy
- Ensure there is a unique and compelling reason to visit your website
- Focus on the four key factors that consumers respond well to when
developing viral content
- Ensure that new media campaigns are integrated with traditional media
efforts
- CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- References
- How to contact experts in your industry
- List of Tables
- Table 1: European and US Children (5-9 year old) and Tween (10-13 year
old) populations (millions), 2001, 2006 and 2011
- Table 2: The average age of mothers at time of first child' s birth, by
country, 2001-2011
- Table 3: European and US 5-9 year old Children' s sources of
discretionary income (per week), by country 2001-2011
- Table 4: European and US 10-13 year old Tweens' sources of
discretionary income (per week), by country, 2001-2011
- Table 5: Number and percentage of overweight and obese Kids (5-13
years old) in Europe and the US, by country, 2001-2011
- Table 6: European and US Children and Tweens' per capita consumption
in selected food markets (US$), 2005
- Table 7: European and US Children and Tweens' per capita consumption
of soft drinks markets (US$), 2005
- Table 8: Children and Tweens' per capita consumption of selected
personal care markets (US$), 2005
- Table 9: Consumer survey: the extent that European and US 25-49 year
olds took ' active steps to eat more healthily' over the previous year, by
country, 2006
- Table 10: Kids and Teens (5-17 year olds) who state that "above all,
they eat what they wish", 2000
- Table 11: Consumer survey: the extent to which European and US 25-49
year olds ' used nutritional information on product packaging to make
choices' in 2006, by country
- Table 12: Consumer survey: levels of consumer trust towards claims
made by cosmetics and toiletries brands and health related food and drink
claims , by family status, Europe and US
- Table 13: Consumer survey: How important ' eating fresh foods and
drinks' is to 25-49 year olds, by country
- Table 14: Minutes per day spent on leisure for selected European
markets, 2005
- Table 15: Consumer survey: the extent to which 25-49 year old
consumers made conscious attempts to improve their work-life balance in
2006
- Table 16: Definitions of terms and abbreviations used in this report
- List of Figures
- Figure 1: Kids are made up of two demographics: Children (5-9 year
olds) and Tweens (10-13 year olds)
- Figure 2: Tween number are declining in both Europe and US
- Figure 3: Mid-lifers are delaying marriage and parenthood
- Figure 4: Consumer socialization occurs rapidly from the age of 3 to 9
- Figure 5: Pester power is influenced by a number of factors including
product involvement, family income and age
- Figure 6: Kids snack more than most other age groups in Europe and the
US
- Figure 7: The Netherlands has the highest percentage of under 17s
online in Europe while as many 85% of 12 and 13 year olds use the Internet
across Europe
- Figure 8: Sweden has the highest percentage of under 17s that own
mobile phones in Europe
- Figure 9: 70% of 12 and 13 year olds owned mobile phones across Europe
in 2005
- Figure 10: There are numerous dimension kids associate with ' fun'
- Figure 11: Three key attitudinal groups influence product adoption of
Kids
- Figure 12: Marketing to Kids requires an understanding of a broad
range of factors
- Figure 13: Negative images associated with poor nutrition will
accentuate parent interest in healthy or better-for-you alternatives
- Figure 14: Reformulating food and drink products is one step towards a
more responsible approach to marketing to Kids
- Figure 15: Healthy brands can be made to appeal to both adults and
Kids providing that there are design cues that appeal to each audience
- Figure 16: Organic and fresh products are well placed to capitalize on
the fact parents are choosing healthier products for their Kids
- Figure 17: More discerning parents are going to choose natural
formulated cosmetics and toiletries for their Kids
- Figure 18: Functional and fortified products need to be heavily
promoted to parents, but equally accessible and fun to Kids
- Figure 19: Leverage the product attributes and communication cues that
consumers perceive as trustworthy
- Figure 20: Informative advertising and community based marketing can
attract information hungry parents
- Figure 21: Celebrities can provide more buzz and excitement when it
comes to informative advertising
- Figure 22: Products co-developed with trusted professionals are deemed
more trustworthy
- Figure 23: Marketing messages encouraging physical activity levels
will generally be regarded positively
- Figure 24: Interactive products that evoke play value are more likely
to engage the interest of Kids
- Figure 25: Giving Kids brand ownership and linking brands with fashion
can create more dynamic brand propositions
- Figure 26: Maximizing sensory appeal is crucial to successfully
attracting Kids in the short-term
- Figure 27: Marketers can help families re-connect by demonstrating
empathy for parents, championing family values and developing
' family-time' products
- Figure 28: Bulk buying dinner schemes are gaining popularity in the US
and are indicative of consumers' desire for convenience solutions for meal
preparation chores
- Figure 29: Advergames can be used to engage Kids with brands
- Figure 30: Two phases characterize successful viral and word of mouth
campaigns
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