Tweens: A Force to be Reckoned With: Changing Consumption Habits of 8-12 year-olds to 2010
Chapters: 7 | Tables: 18 | Publication date: Jan 2006
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
1. EXECUTIVE SUMMARY
1.1 DRIVERS
Summary 1 Drivers and Opportunities in the Tweens Market 2005
1.2 DEMOGRAPHIC TRENDS
Chart 1 Leading Countries by Number of Tweens, and % Growth 2000-2005
1.3 IMPACT ON CONSUMER MARKETS
Chart 2 Global Sales of Tween-related Products 2004
1.4 RETAIL DEVELOPMENTS
1.5 FUTURE TRENDS
Chart 3 Forecast Growth in Tween-Related Products 2005/2010
2. INTRODUCTION
2.1 DEFINITIONS
Data
2.2 THE TWEEN PROFILE
Self-image becomes important
Growing up in the age of technology
Pester power comes into play
Aspiring to be teens
Marketing to tweens problematic
2.3 TWEENS IN EMERGING MARKETS
Chinese children taught to conform
South Koreans prioritise educational spend
South African tweens born into an age of democracy and multiculturalism
3. DRIVERS
3.1 EMPOWERMENT
Tweens make their presence known
Income discretionary, but parents have ultimate say
Taking control of finances
More empowered in developed markets
3.2 AGE COMPRESSION
Kids getting older younger
The influence of celebrities
Sophisticated tastes
Too young to be sexy
Makeovers for tweens
Toys versus technology
3.3 THE POWER OF TV
More channels for tweens
SpongeBob rules
TV hinders activity
3.4 COMMUNICATION
Internet use growing among tweens
Table 1 Internet Habits of Urban Tweens in Selected Countries 2002
Tween websites
Case study: Tween websites in the UK
3.5 THE LURE OF BRANDS AND ICONS
Tweens not easily hoodwinked
Long-term brand loyalties being formed
Branded celebrities draw tweens
Retaining a bit of mystery
Case study: The Olsen Twins phenomenon
3.6 MARKETING TO TWEENS
A malleable age group
Generation gap getting smaller
TV remains most popular medium
Viral marketing
Case study: Slumber parties
"Advertainment"
Media tie-ins
3.7 EATING HABITS
Growing awareness of nutrition
US tweens becoming less healthy
Pressure to conform to media body image
4. DEMOGRAPHICS
4.1 REGIONAL TRENDS
Falling birth rates as babies are postponed
Less children means more money to spend on them
Over half of world's tweens based in Asia-Pacific
Africa and the Middle East has fastest growing tween demographic
Chart 4 Tweens Population by Region 2005
Chart 5 % Growth in the Tweens Population by Region 2000/2005
4.2 COUNTRY TRENDS
India and China have largest number of tweens
but spending power still low in developing markets
Denmark and Israel see strong tween growth
Sharp decline in tween populations of Eastern Europe
Table 2 Number of Tweens by Country 2000/2005
Table 3 Proportion of Tweens by Country 2000-2005
Table 4 Males Versus Female Tweens by Country 2005
5. IMPACT ON CONSUMER MARKETS
5.1 TRENDS IN SELECTED MARKETS
Most pocket money spent on sweets
Toys gain value through sophistication
Video games erode sales of traditional toys
Music becoming more popular
Table 5 Summary of Selected Tween-Relevant Sectors 2000-2004
5.2 DEVELOPMENTS IN TOYS AND GAMES
Dolls with attitude
Case study: Bratz versus Barbie
Targeting tween boys
Tween-friendly electronics
5.3 DEVELOPMENTS IN VIDEO GAMES AND CONSOLES
Obsession with games
Concern over content
Console market hit by arrival of PSP
5.4 DEVELOPMENTS IN BOOKS AND MAGAZINES
Tween magazines too raunchy?
The explosion in tween books
Case study: The success of Harry Potter
5.5 MOBILE PHONES
More than one fifth of US tweens have mobiles
Parents demand control
New developments
5.6 CLOTHING AND ACCESSORIES
Branded clothing important to tweens
US tweens prefer skater look
Table 6 Most Popular Tween Style for Spring 2005
Guilt fuels tween indulgence
Accessories allow for self-expression
5.7 COSMETICS AND TOILETRIES
Segmentation leads to tween products
Magazines inspire tweens to try make-up
Fragrances more popular among European tweens
5.8 FOOD AND SUPPLEMENTS
Packaged foods
New supplements for tweens
Fast food
5.9 SOFT DRINKS
Carbonates suffer from unhealthy image
Carbonate manufacturers develop new products
Juice drinks and bottled water benefit from healthy image
5.10 RETAIL DEVELOPMENTS
Impulse outlets most frequented by tweens
Toy and clothing stores suffer competition from mass market
Stores for tweens
Case study: American Girl stores
Japanese tween stores prove highly lucrative
Health spas for tweens
6. SHIFTS IN MAJOR MARKETS
6.1 AUSTRALIA
Population trends
Table 7 Australia: Tween Population Growth 2000-2005
Tweens profile
Chart 6 Australia: Sales of Tween-Related Products in 2004
6.2 CANADA
Population trends
Table 8 Canada: Tween Population Growth 2000-2005
Tweens profile
Chart 7 Canada: Sales of Tween-Related Products in 2004
6.3 FRANCE
Population trends
Table 9 France: Tween Population Growth 2000-2005
Tweens profile
Chart 8 France: Sales of Tween-Related Products in 2004
6.4 GERMANY
Population trends
Table 10 Germany: Tween Population Growth 2000-2005
Tweens profile
Chart 9 Germany: Sales of Tween-Related Products in 2004
6.5 ITALY
Population trends
Table 11 Italy: Tween Population Growth 2000-2005
Tweens profile
Chart 10 Italy: Sales of Tween-Related Products in 2004
6.6 JAPAN
Population trends
Table 12 Japan: Tween Population Growth 2000-2005
Tweens profile
Chart 11 Japan: Sales of Tween-Related Products in 2004
6.7 UK
Population trends
Table 13 UK: Tween Population Growth 2000-2005
Tweens profile
Chart 12 UK: Sales of Tween-Related Products in 2004
6.8 US
Population trends
Table 14 US: Tween Population Growth 2000-2005
Tweens profile
Chart 13 US: Sales of Tween-Related Products in 2004
7. FUTURE TRENDS
7.1 TRENDS TO WATCH
Today's children are tomorrow's tweens
In tune with environmental concerns
Age compression will affect more tweens
Multi-channel campaigns needed
7.2 FORECAST DEMOGRAPHIC TRENDS
Tweens demographic will continue to dwindle
Lower birth rates means more pampering
France will see rise in number of tweens
Tweens in developing markets will lack spending power
Table 15 Forecast Top 20 Countries by Number of Tweens 2005/2010
Table 16 Forecast Top 20 Markets by Proportion of Tweens 2005/2010
7.3 FORECAST SECTOR TRENDS
Confectionery will remain popular
Carbonates will compete with healthier options
Tweens will migrate from traditional toys
Video games market will prosper
Discounted clothing will put pressure on value
Table 17 Forecast Total Sales in Selected Tween-Relevant Sectors 2005-2010