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 OF THE REPORT
- 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 HIGHLIHGTS
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
KEY REASONS TO BUY THIS REPORT
- 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
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