Tween & Teen Trends

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