Abstract
Overview
Introduction
Marketing to 5-13 year old Kids is a difficult task laden with ethical issues
as well as the increasingly complex nature of family life and consumer
socialization. Nevertheless, Kids are strategically important consumers for a
number of packaged goods' categories. In both Europe and the US, Tweenagers'
per capita consumption of carbonates was 40% more than the population average
in 2005.
Scope
- In-depth quantitative data covering Kids' consumption behavior across
food, drink and personal care categories.
- In-depth quantitative data covering young people' s media/technology usage
by age and country.
- Extensive primary research of consumers of parenting age and senior
industry figures to uncover the latest thinking and reveal emerging
opportunities.
- Detailed action points offering practical strategies based on the trends
and insights uncovered in the report.
Report Highlights
In 2005, European Children consumed over 8% more confectionery, ice cream and
savory snacks per capita relative to the population average. US Children
followed similar patterns - over consuming by 19.5% per capita in
confectionary markets compared to the population as a whole in 2005.
Rising childhood obesity rates and increased media coverage of unhealthy diets
has put healthy eating on high on the shopping agenda for parents as they
increasingly seek to influence their child' s diet.
Kids are increasingly socializing through technology. US consumers spend more
than 6 hours per day using differing forms of media while over half of
European Kids are regularly using the Internet by the age of 8. The ' outdoor
playground' is increasingly being replaced by a ' virtual playground' .
Reasons to Purchase
- Understand the attitudes driving the consumption behavior of 5-13 year
olds and their parents.
- Obtain exclusive food, drink and personal care consumption occasion data
for Kids in the US and Europe.
- Improve your marketing by following best-practice guidelines enabling more
effective targeting with on-trend products and relevant communications.
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