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Lifestyle & Socialization Trends in Childhood: Implications for CPG
Datamonitor, April 2009, Pages: 64
While kids are becoming a smaller section of society in many countries the money spent on them is growing. There is also much media interest in and parental concern about the commercialization of childhood and the products/brands that target children and the way they are advertised. Marketers must consider these concerns in order to instil faith and maintain the confidence of parents and kids.
Scope
- Detailed insights documenting the lifestyles and the role of kids aged 5-13 as consumers in contemporary society
- Analysis of qualitative and quantitative data tracking kids preferences, interests, media consumption, and attitudes and behaviors towards CPG
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report
- Covering 15 core countries: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Russia, Australia, China, India, Japan, South Korea and Brazil
Highlights of this title
Rather than being discouraged by the aging of society, CPG players can acknowledge the revenue potential of appealing to powerful kids demographic. A successful company may not necessarily increase the number of kids who are interested in its products, but instead give their existing consumer base good reason to spend more money on products.
Children are maturing more quickly due to stress and energy-dense foods. This is not common knowledge among parents. Creating awareness about this issue and promoting a healthier lifestyle will therefore appeal to large numbers of parents who are concerned that their kids are undergoing this process of maturation prematurely.
The social pressure of having to be seen with the 'correct' brands is enormous. This can lead to kids being bullied and outcast, and also results in pressure on parents. As kids age, they become more aware of the wrongs of materialism and brand-obsession, but this does not seem to have the effect of lowering their desire for these same products.
Key reasons to purchase this title
- Understand the key drivers and inhibitors affecting the CPG market targeted at kids.
- Access insightful quantitative and qualitative data aggregating the most compelling and recent research in this important topic.
- Improve your marketing to kids and parents by following best-practice guidelines for more effective on-trend targeting and communications.
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