Targeting consumer segments in Asia-Pacific: Essential data on teenagers, young adults and senior consumers

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

Tweenagers

Teenagers and young adults

Consumers living alone

Seniors

Action points

Tweenagers

Teenagers and young adults

Consumers living alone

Seniors

CHAPTER 2 INTRODUCTION

Who is the target reader?

How to use this report

CHAPTER 3 TWEENAGERS

Segmenting the tweenage market

The emergence of the tweenager

The number of tweenagers

Reasons for the current interest in tweenagers

A marketing niche that has arrived

Social trends are also responsible for the tweenage phenomenon

Sizing the tweenage opportunity

Discretionary income

Non-discretionary income

Tweens affect more than just what they spend themselves

Tweenagers – general profile and characteristics

Developmental compression – getting older, younger

Marketing awareness and media saturated

Youth and tweenage food and drink habits

A reinterpretation of tweenagers is required

Current approaches to the tween are failing

The danger of "over-segmenting"  the youth market

Tweenage consumer needs and their implications

A new perspective on marketing to tweens

A model for marketing to tweens

Assessment of tween purchasing behavior by category

Targeting parents versus targeting tweens

Conclusions

CHAPTER 4 TEENAGERS AND YOUNG ADULTS

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

The need for effective segmentation

The major 14-24 year old lifestages

Living arrangements also affect habits

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

General need states of Teenagers

Teenagers'  CPG consumption habits and attitudes

Students

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

Conclusions

CHAPTER 5 CONSUMERS LIVING ALONE

Singles living alone – why target this market?

Consumer groups and characteristics

Young Adults

Early Mid-lifers

Late Mid-lifers

Seniors

General needs of those living alone

Limitations of space

Communication

Fun

Comfort

Consumer group specific need states

Single Young Adults

Single Early Mid-lifers

Single Late Mid-lifers

Single Seniors 50 – 64

Single Seniors 65 years and older

Conclusions

CHAPTER 6 SENIORS

Defining and segmenting Senior consumers

Trends regarding Seniors

Seniors represent a large and growing segment

Older consumers possess a greater level of disposable income

Marketers currently lack interest in Senior consumers

Important social issues affecting Europe' s Seniors

A need to continue working later in life

Seniors are facing up to reduced pensions

Understanding Senior lifestages

Seniority marks an important period of change and re-evaluation

Marketers can capitalize on trigger points to change buying habits

Understanding the life history of Seniors

Period effects must be understood for effective marketing

A new age of Senior consumerism

Changing expectations concerning quality of life

Seniors are more hedonistic than in previous generations

Seniors and health

As health deteriorates, specific nutritional requirements occur

Marketers must resolve the indulgence versus health issue

Only now are older consumers becoming increasingly active

Seniors value and trust health professionals

Communicating with Senior consumers

Most Seniors are proud of their age

Seniors are equally as cynical as younger generations

Many current Seniors feel ignored, alienated and stereotyped

Older adults often rely upon informal sources of information

Sector specific insights - food

New flavors for food and drink help to create excitement

Seniors value convenience but want to maintain pride

Seniors are becoming an important part of the snacking trend

The sense of taste declines with age

Sector specific insights - drinks

Dehydration is particularly prolific amongst the elderly

Seniors respond particularly well to drinks they grew up with

Less of the best – Seniors will premiumise drinks purchases

Alcohol as a healthy solution to ageing problems

Sector specific insights – personal care

Alleviating dryness is as important as wrinkles

Increasing mouth and body odor problems

Conclusions

CHAPTER 7 ACTION POINTS

Tweenagers

Picking the right course of action

Determine strategy on a category by category basis

Drinks categories – split tactics between juices and carbonates

Food categories – a mixed bag of tactics is required

Personal care – target the tween directly

Make use of "step stone"  brands

Teenagers and young adults

Target groups with highly tailored messages

Add 'coolness'  to a greater variety of food and drinks

Case study: Levis - regaining the lost 'cool'

Offer control, flexibility and fun to Teenagers

Address Student needs as they adjust to living away from home

Target the 'switching'  nature of the Newly Employed

Embrace the new media and communication methods

Consumers who live alone

Target Single Young Adults'  need to socialize

Increase share of on-trade spending through unique brand appeal

Sell Single Young Adults personal care for themselves, not others

Help Early Mid-lifers enjoy their status and attract partners

Educate Early Mid-lifers as they experiment with premium drinks

Focus on fighting age, pampering and building confidence

Target Late Mid-lifers desire to enjoy the "good life"

Help Seniors to enjoy their lives for as long as possible

Target the "less of the best"  attitude to drinks

Target key single person consumption occasions

Target going out occasions

Packaging must answer single person household needs

Busy lifestyles suggest new product formats

Seniors

Update conventional marketing approaches

Target Seniors'  core values with your marketing concept

Resolve the paradox between 'age'  and 'youth'

Show sensitivity to the inequality amongst Seniors

Use packaging to facilitate ease of product use

Communicate more effectively

Promote product as an escapism of problems facing old age

Remove risks for older consumers

CHAPTER 8 APPENDIX

Definitions

Research methodology

References

Tweenagers chapter

Teenagers and young adults chapter

Seniors chapter

Datamonitor custom research capabilities

SPP writing team

How to contact experts in your industry

List of Tables

Table 1: Tweenagers by country (millions and % population), 1997-2007

Table 2: European tweens'  sources of discretionary income (per week), 1997-2002

Table 3: Tweens'  non-discretionary income (per week), 1997-2007

Table 4: Children and young adults who state that "above all, they eat what they wish" , 2000

Table 5: Portion of children' s and young adults'  budget devoted to food, 2000

Table 6: Five to 17 year olds, minutes taken to eat different main meals, 2000

Table 7: Percentage of children and young adults who state that they eat the following every day, 2000

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: Relative importance of Consumer Packaged Goods to nest-leavers

Table 11: Number of single person households in Europe (m), 1997-2007

Table 12: Single person households as a percentage of total households. Europe 2002

Table 13: Levels of exercise taken by age group, Europe 2001

Table 14: Quantifying mega-lifestage durations

Table 15: Profiling the 50-plus lifestage

Table 16: Important values, behaviors and attitudes associated with the period effect

Table 17: Europeans selecting factors perceived to be the most important influences on health (%), by age, 2002

Table 18: Sources of information for Europeans seeking advice on healthy eating, (%) by age, 2002

Table 19: An analysis of product categories featuring 50-plus models in advertisements

Table 20: Advertising agency executives'  recommendations for ads containing an older central figure when targeting an older audience

Table 21: Identifying key needs by age for Seniors

Table 22: Potential 'coolness'  opportunities

Table 23: Global mobile phone users, 2001

Table 24: Definitions of terms used in the Tweenagers chapter

Table 25: Definitions of terms used in the People Living Alone chapter

Table 26: Definitions of terms used in the Seniors chapter

List of Figures

Figure 1: Groups in the youth market

Figure 2: Regression of the proportion of budget spent on food against calorie intake, boys and girls, 2000

Figure 3: Tweenage development

Figure 4: Model of product design and age targeting

Figure 5: Map of tween influence by category

Figure 6: Life events experienced that impact on consumption behavior

Figure 7: Map of tween influence by category

Figure 8: Datamonitor' s core consulting capabilities