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Marketing to Children 4-11 Market Assessment 2003

  • ID: 35164
  • March 2003
  • Region: United Kingdom
  • Key Note Ltd
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There were over six million 4 to 11 year-olds in the UK in 2001, representing around 10% of the total population. There have been many changes in children's markets over the past 30 years, influenced by a number of factors, including changes in lifestyle, marketing and advertising. Changes in society generally, and particularly in family structures, have also had a strong influence. This has included the trend towards older parents (who tend to have higher disposable incomes) and smaller family sizes (which increases spend per child).

The proportion of mothers of young children who go out to work has been growing steadily. The effect of this - at least in the case of two-parent families - is to increase the amount of disposable income available to spend on children. It can also increase the 'guilt factor', with some parents tending to buy things for their children to make up for spending less time with them they may also spend more on treats, such as meals and outings, in an effort to procure quality time with their offspring.

Although most of the value within children's markets comes from money spent by parents, it is worth remembering that children are also important READ MORE >

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TABLE OF CONTENTS:<BR><BR>Executive Summary 7<BR><BR>1. Introduction 8<BR>DEFINITION 8<BR><BR>2. Strategic Overview 9<BR><BR>DEMOGRAPHIC BACKGROUND 9<BR>The Age Structure of the Population 9<BR>Table 1: UK Resident Population by Age and Gender, Census Day 2001 9<BR>Changing Family Structure 10<BR>Older Parents 10<BR>Table 2: Fertility Rates† by Age Group in England and Wales, 1971-2001 10<BR>Figure 1: Fertility Rates by Age Group in England and Wales, 1971-2001 11<BR>Table 3: Average Age of Married Women at First Birth in England and Wales (years), 1971, 1981, 1991, 1996, 1999 and 2001 12<BR>Family Size 13<BR>Table 4: Total UK Fertility Rate (number of children per woman), 1970, 1980, 1990 and 2000 13<BR>Table 5: Profile of Two-Parent Families by Number of Dependent Children (% of families), 1971, 1981, 1990 and 2000 13<BR>Table 6: Profile of One-Parent Families by Number of Dependent Children (% of families), 1971, 1981, 1990 and 2000 14<BR>Children and Divorce 14<BR>Table 7: Children of Divorced Couples by Age, 1971-2001 15<BR>Figure 2: Children of Divorced Couples by Age, 1971-2001 16<BR>One-Parent Families 16<BR>Table 8: Number of One-Parent Families and Dependent Children in One-Parent Families (million), 1994-2000 17<BR>Working Mothers 17<BR>Table 9: Economic Activity Status of Women by Age of Youngest Dependent Child, (%), Autumn 2002 18<BR>CHILDREN AND THEIR OWN MONEY 18<BR>Table 10: Percentage of 5 to 10 Year-Olds Receiving Pocket Money by Gender, 1997-2002 19<BR>Table 11: Average Weekly Income of 5 to 10 Year-Olds (£ and index 1994=100), 1998-2001 19<BR>THE CONSUMER 20<BR>Table 12: Those Who Buy For Children Aged 4 to 11 Years Old (% of adults), January 2003 20<BR>Table 13: Those Who Buy For Children Aged Between 4 and 11 Years Old — Either Their Own Children or Someone Else's (% of adults), January 2003 21<BR>Table 14: Profile of Purchasers For Children Aged 4 to 11 Years Old (% of adults), January 2003 23<BR><BR>3. Children and Media 25<BR><BR>INTRODUCTION 25<BR>TELEVISION VIEWING 25<BR>Table 15: Average Number of Hours of Television Watched by 5 to 10 Year-Olds per Day by Sex, 1997-2002 25<BR>Figure 3: Average Number of Hours of Television Watched by 5 to 10 Year-Olds per Day by Sex, 1997-2002 26<BR>Table 16: 5 to 10 Year-Olds' Access to Multichannel Television (%), 1997-2002 27<BR>Table 17: Percentage of 5 to 10 Year-Olds With a Television in their Own Room by Sex (%), 1997-2002 27<BR>Table 18: Percentage of 5 to 10 Year-Olds With a Video Recorder in their Own Room by Sex (%), 1997-2002 28<BR>Table 19: Percentage of 5 to 10 Year-Olds Who Watch Television Before School by Sex (%), 1997-2002 28<BR>LISTENING TO RADIO 29<BR>Table 20: Percentage of 5 to 10 Year-Olds With a Radio in their Own Room by Sex (%), 1998-2002 29<BR>LISTENING TO MUSIC 29<BR>Table 21: Percentage of 5 to 10 Year-Olds With a CD Player in their Own Room by Sex (%), 1998-2002 29<BR>MAGAZINES/COMICS 30<BR>Table 22: 5 to 10 Year Olds' Favourite Magazines/Comics, 1998-2002 30<BR>PCS AND THE INTERNET 30<BR>Table 23: Percentage of 5 to 10 Year-Olds With a PC at Home by Sex (%), 1996-2002 30<BR>Table 24: Percentage of 5 to 10 Year-Olds With a PC in their Own Room by Sex (%), 1996-2002 31<BR>Table 25: Percentage of 7 to 10 Year-Olds Connected to the Internet With a PC at Home by Sex (%), 1998-2002 31<BR>Table 26: Percentage of 7 to 10 Year-Olds with Internet Access by Sex (%), 1998-2002 32<BR>MOBILE PHONES 32<BR>Table 27: Percentage of 5 to 10 Year-Olds Owning a Mobile Phone by Sex (%), 2000-2002 32<BR>ADVERTISING AND PROMOTION 33<BR>Legislation and Self-Regulation 33<BR>Children and Media Literacy 33<BR>Research 34<BR><BR>4. Toys and Games 35<BR><BR>BACKGROUND 35<BR>MARKET SIZE 35<BR>Table 28: The UK Toys and Games Market by Sector by Value (£m at rsp and %), 1998-2002 35<BR>Figure 4: The UK Toys and Games Market by Value (£m at rsp), 1998-2002 36<BR>Table 29: The UK Traditional Toys and Games Market by Sector by Market Share (%), 2002 37<BR>Figure 5: The UK Traditional Toys and Games Market by Sector by Market Share (%), 2002 38<BR>ADVERTISING AND PROMOTION 38<BR>Table 30: Main Media Advertising Expenditure by Selected Toys and Games Manufacturers (£000), Year Ending September 2002 39<BR>GAMES MACHINES 40<BR>Table 31: Percentage of 5 to 10 Year-Olds With a Games Machine at Home by Sex (%), 1997-2002 40<BR>Table 32: Percentage of 5 to 10 Year-Olds With a Games Machine in Their Own Room by Sex (%), 1997-2002 40<BR><BR>5. Snacks and Confectionery 41<BR><BR>INTRODUCTION 41<BR>MARKET SIZE 41<BR>Snack Foods 41<BR>Table 33: The UK Snack Foods Market by Value (£m at rsp and %), 1998-2002 41<BR>Figure 6: The UK Snack Foods Market by Value (£m at rsp), 1998-2002 42<BR>Table 34: The UK Snack Foods Market by Sector by Value (£m at rsp and %), 1998 and 2002 43<BR>Figure 7: The UK Snack Foods Market by Sector by Market Share (%), 2002 44<BR>Confectionery 44<BR>Table 35: The UK Confectionery Market by Sector by Value (£bn at rsp and %), 1998-2002 45<BR>Figure 8: The UK Confectionery Market by Sector by Market Share (%), 2002 45<BR>Chocolate Confectionery 46<BR>Table 36: The UK Chocolate Confectionery Market by Sector by Market Share (%), 2002 46<BR>Figure 9: The UK Chocolate Confectionery Market by Sector by Market Share (%), 2002 47<BR>Sugar Confectionery 47<BR>Table 37: The UK Sugar Confectionery Market by Sector by Market Share (%), 2002 48<BR>RECENT MARKET DEVELOPMENTS 48<BR>Snacks 48<BR>Confectionery 48<BR>ADVERTISING AND PROMOTION 48<BR>Snack Foods 49<BR>Table 38: Main Media Advertising Expenditure on Selected Brands of Potato Crisps and Snacks (£000), Year Ending September 2002 49<BR>Sweets and Confectionery 50<BR>Table 39: Main Media Advertising Expenditure on Selected Chocolate Confectionery Brands (£000), Year Ending September 2002 50<BR>Table 40: Main Media Advertising Expenditure on Selected Sugar Confectionery Brands (£000), Year Ending September 2002 51<BR>THE CONSUMER 51<BR>Table 41: Purchasing of Crisps and Snacks by 5 to 10 Year-Olds (%), 1997-2002 52<BR>Table 42: Average Monthly Spend on Crisps and Snacks by 5 to 10 Year-Olds† by Sex (£), 1997-2002 52<BR>Table 43: Purchasing of Sweets and Chocolates by 5 to 10 Year-Olds (%), 1997-2002 53<BR>Table 44: Average Monthly Spend on Sweets and Chocolates by 5 to 10 Year-Olds† by Sex (£), 196-2002 53<BR>Table 45: Purchasers of Confectionery by Presence of Children (% of adults), 2001 54<BR><BR>7. PEST Analysis 55<BR><BR>POLITICAL FACTORS 55<BR>ECONOMIC FACTORS 55<BR>SOCIAL FACTORS 55<BR>TECHNOLOGICAL FACTORS 56<BR><BR>8. Consumer Dynamics 57<BR><BR>OVERVIEW 57<BR>Table 46: Summary of Attitudes towards Issues Related to Spending on Children Aged 4 to 11 (% of adults), 2001 and 2003 57<BR>Children and Commercialisation 60<BR>Table 47: Attitudes towards Pressure to Conform, and to Children and Character Licensing (% of adults), 2003 60<BR>Pester Power and the Enjoyment of Buying for Children 62<BR>Table 48: Pester Power, and Enjoyment of Buying for Children (% of adults), January 2003 62<BR>Education, Education... 64<BR>Table 49: Educational Pressures and Educational Toys (% of adults), January 2003 65<BR>Children and Technology 67<BR>Table 50: Those Agreeing that Many Children in this Age Group Know More About Technology Than They Do (% of adults), January 2003 67<BR>Children and Food 69<BR>Table 51: Children and Food (% of adults), January 2003 69<BR>Advertising to Children 71<BR>Table 52: Negative Attitudes towards Advertising to Children (% of adults), January 2003 71<BR>Table 53: Neutral/Positive Attitudes towards Advertising to Children (% of adults), January 2003 73<BR><BR>9. Company Profiles 75<BR><BR>CHILDREN'S MAGAZINES 75<BR>BBC Magazines 75<BR>Financial Results 75<BR>DC Thomson & Co. Ltd 75<BR>Financial Results 75<BR>Egmont Magazines Ltd 76<BR>Financial Results 76<BR>TOYS AND GAMES 76<BR>Hasbro UK Ltd 76<BR>Financial Results 77<BR>Mattel UK Ltd 77<BR>Financial Results 77<BR>SNACK FOODS 78<BR>Walkers Snack Foods Ltd 78<BR>Financial Results 78<BR>CONFECTIONERY 78<BR>Cadbury Schweppes PLC 79<BR>Financial Results 79<BR>Mars UK Ltd 79<BR>Financial Results 79<BR>Nestlé Holdings (UK) PLC 80<BR>Financial Results 80<BR>OTHER COMPANIES 80<BR><BR>6. An International Perspective 81<BR><BR>EUROPE 81<BR>THE US 81<BR>GLOBAL TOY MARKET 82<BR>GLOBAL SNACK FOOD MARKET 82<BR>GLOBAL CONFECTIONERY MARKET 82<BR><BR>10. The Future 83<BR><BR>INTRODUCTION 83<BR>Table 54: The Forecast UK Population Aged Under 15 by Age Group (000 and %), 2002 and 2007 83<BR>FORECASTS 2003 TO 2007 84<BR>Toys and Games 84<BR>Table 55: The Forecast UK Toys and Games Market by Sector by Value (£m at rsp and %), 2003-2007 84<BR>Figure 10: The Forecast UK Toys and Games Market by Sector by Value (£m at rsp), 2003-2007 85<BR>Snacks and Confectionery 85<BR>Snack Foods 85<BR>Table 56: The Forecast UK Snack Foods Market by Value (£m at rsp and %), 2003-2007 86<BR>Table 57: The Forecast UK Snack Foods Market by Sector by Value (£m and %), 2003-2007 86<BR>Confectionery 87<BR>Table 58: The Forecast UK Confectionery Market by Sector by Value (£m at rsp and %), 2003-2007 87<BR><BR>11. Further Sources 88<BR><BR>Associations 88<BR>General Sources 89<BR>Bonnier Information Sources 89<BR>Government Publications 90<BR>Other Sources 90

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