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Marketing to Teens - China - September 2016

Published By :

Mintel

Published Date : Sep 2016

Category :

Advertising and Marketing

No. of Pages : N/A

Chinese teenagers are more digitally savvy than older generations. This makes them feel globally connected and gives them easier access to information and knowledge, but also exposes them to many distractions from school work and places them under a high level of competitive pressure. Coupled with an inability to handle stress, some lack the motivation to achieve autonomy and independence.

Having parents make most of decision for them and spending most of their time studying inhibit maturity. Moreover, raised by parents who believe in traditional collectivism but also influenced by Western individualist culture, Chinese teenagers are conflicted by a desire to conform to tradition but also pursue individual passions.

Table of Contents

OVERVIEW
What you need to know
Covered in this report
Definition of category users

EXECUTIVE SUMMARY
Teenagers’ beverage and snacking preferences
Beverage choice down to either parents or teenagers themselves
Figure 1: Drinking frequency of packaged drinks, June 2016
Teenagers’ preferred product sensorials: chilled, milky and sweet
Figure 2: Preferred beverage tastes, June 2016
Good opportunities for snacks in hunger-filling occasions
Figure 3: Preferred snacks across different occasions, June 2016
Packaging plays a big role in purchase
Figure 4: Preferred packaging features of snacks and beverages, June 2016
Teenagers’ leisure preferences
Teenagers spending more on hobbies, playing online and relaxing
Figure 5: Favourite leisure activities presented by classification, June 2016
Teenagers’ attitudes and pursuits
New minds fitting in the traditional world
Figure 6: Agreement (including strongly agree and somewhat agree) on different statements about attitudes towards life, June 2016
Three types of teenagers
What we think

ISSUES AND INSIGHTS
The balance between teen-liked and parent-approved
The facts
The implications
No longer happy with traditional ways of studying
The facts
The implications
On their way to independence but not there yet
The facts
The implications
New minds are diverse: becoming bold vs sticking to the comfort zone
The facts
The implications
Rise of the girl economy
The facts
The implications

TEENAGERS OVERVIEW
Demographic overview
Two in five teenagers are not the only child
Figure 7: Percentage of teenagers who are only child or not, by city, June 2016
Teenagers have more disposable allowance
Figure 8: teenagers’ allowance per week, by life stage, July 2016
Figure 9: teenagers’ allowance per week, 2015-16
Trends in Teenagers’ Lifestyles
Growing up in a ‘supernanny’ state
Becoming ‘unchained’ consumers after entering college

THE CONSUMER – WHAT YOU NEED TO KNOW
Beverage choice made by parents and teenagers
Occasional needs leading to snack food choice
Packaging contributing much to purchase
Leisure activities becoming more important and diverse
Three types of teenagers in China

BEVERAGE CONSUMPTION FREQUENCY
Beverage choice: made by teens or their parents?
Figure 10: Drinking frequency of packaged drinks, June 2016
Bottled water: mass or premium?
Advanced functions can lead yogurt to replacing milk
Plant protein drinks are yet to become popular among teenagers
Figure 11: Product examples of premium plant protein drinks, China, 2016

BEVERAGE TASTE PREFERENCES
Ideal drinks: chilled, milky and sweet
Figure 12: Preferred beverage tastes, June 2016
Light flavour is less popular among teenagers
Different flavour preferences across ages, genders and allowances
CSD are loved due to sweet, chilled and fizzy sensorials
Figure 13: Preference for selected beverage tastes (comparison against average), by different types of CSD consumers, June 2016
Fruit bits can elevate PPD’s image and taste
Figure 14: Preference for selected beverage tastes (comparison against average), by different types of PPD consumers, June 2016, June 2016
Figure 15: Examples of products with self-heating packaging

SNACKING PREFERENCE
Snack foods consumption: for hunger filling or indulgence?
Figure 16: Preferred snacks across different occasions, June 2016
Snack bars as energy booster have strong growth opportunities in hunger-filling occasion
Big love for chocolate
Figure 17: Product examples of chocolate with oat or fruits, Global, 2016
Making instant noodles as a real meal
Figure 18: Product examples of instant noodles with real ingredients, Global, 2016

ATTRACTIVE PACKAGING FEATURES
Packaging playing a big role in purchase
Figure 19: Preferred packaging features of snacks and beverages, June 2016
Unique shape can win teenagers’ hearts
Attractive on-pack features: liveliness, fun and novelty
Figure 20: Product examples of cute cartoon characters on packaging, China, 2016
Game and animation characters for boys, celebrities for girls
Figure 21: Preferred packaging features of snacks and beverages, by gender, June 2016
Packaging preferences differ across cities

FAVOURITE LEISURE ACTIVITIES
A passion for niche activities
Figure 22: Favourite leisure activities in word cloud, June 2016
Playing online, a key leisure activity in teenagers’ life
Figure 23: Favourite leisure activities presented by classification, June 2016
Seeking relaxation
Desiring opportunities to travel
Traditional leisure venues are not appealing enough
Reaching different teenage groups through different channels

PSYCHOGRAPHIC OVERVIEW
Overall, confident in themselves
Figure 24: Agreement (including strongly agree and somewhat agree) on selected attitudinal statements about self-confidence, by age, June 2016
Personal development vs material fulfilment
Figure 25: Agreement (including strongly agree and somewhat agree) on selected statements about self-confidence, by age, June 2016
Desire for maximum amusement
Figure 26: Agreement (including strongly agree and somewhat agree) on selected statements about pressure, by age, June 2016
Not so independent or rebellious
Figure 27: Agreement (including strongly agree and somewhat agree) on selected statements about self-identity, by age, June 2016
Less worried about the future
Figure 28: Agreement (including strongly agree and somewhat agree) on selected statements about future, by age, June 2016
Gender differences still exist
Figure 29: Agreement (including strongly agree and somewhat agree) on selected statements about social life, by age, June 2016

CONSUMER SEGMENTATION
Three types of consumers
Figure 30: Consumer segmentation based on their attitude towards life, June 2016
Self-motivated achievers (???): seeking peer attention and expressing individuality
Figure 31: Consumer attitude towards self-confidence, by consumer segment, July 2016
Figure 32: Consumer attitude towards social life, by consumer segment, July 2016
Figure 33: Consumer attitude towards self-identity, by consumer segment, July 2016
Tuned inward (????????): making random friends is not as exciting as becoming a talent
Worried but connected (??????): looking for more interaction in their sedentary lives
Figure 34: Consumer attitude towards future, by consumer segment, July 2016

APPENDIX: METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

List of Table

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