Table of Contents
Overview
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- What you need to know
- Covered in this report
- Definition of category users
Executive Summary
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- Teenagers’ beverage and snacking preferences
- Beverage choice down to either parents or teenagers themselves
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- Figure 1: Drinking frequency of packaged drinks, June 2016
- Teenagers’ preferred product sensorials: chilled, milky and sweet
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- Figure 2: Preferred beverage tastes, June 2016
- Good opportunities for snacks in hunger-filling occasions
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- Figure 3: Preferred snacks across different occasions, June 2016
- Packaging plays a big role in purchase
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- Figure 4: Preferred packaging features of snacks and beverages, June 2016
- Teenagers’ leisure preferences
- Teenagers spending more on hobbies, playing online and relaxing
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- Figure 5: Favourite leisure activities presented by classification, June 2016
- Teenagers’ attitudes and pursuits
- New minds fitting in the traditional world
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- 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
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- 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
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- Demographic overview
- Two in five teenagers are not the only child
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- Figure 7: Percentage of teenagers who are only child or not, by city, June 2016
- Teenagers have more disposable allowance
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- 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
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- 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
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- Beverage choice: made by teens or their parents?
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- 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
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- Figure 11: Product examples of premium plant protein drinks, China, 2016
Beverage Taste Preferences
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- Ideal drinks: chilled, milky and sweet
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- 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
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- 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
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- Figure 14: Preference for selected beverage tastes (comparison against average), by different types of PPD consumers, June 2016, June 2016
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- Figure 15: Examples of products with self-heating packaging
Snacking Preference
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- Snack foods consumption: for hunger filling or indulgence?
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- 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
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- Figure 17: Product examples of chocolate with oat or fruits, Global, 2016
- Making instant noodles as a real meal
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- Figure 18: Product examples of instant noodles with real ingredients, Global, 2016
Attractive Packaging Features
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- Packaging playing a big role in purchase
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- 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
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- Figure 20: Product examples of cute cartoon characters on packaging, China, 2016
- Game and animation characters for boys, celebrities for girls
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- Figure 21: Preferred packaging features of snacks and beverages, by gender, June 2016
- Packaging preferences differ across cities
Favourite Leisure Activities
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- A passion for niche activities
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- Figure 22: Favourite leisure activities in word cloud, June 2016
- Playing online, a key leisure activity in teenagers’ life
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- 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
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- Overall, confident in themselves
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- 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
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- Figure 25: Agreement (including strongly agree and somewhat agree) on selected statements about self-confidence, by age, June 2016
- Desire for maximum amusement
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- Figure 26: Agreement (including strongly agree and somewhat agree) on selected statements about pressure, by age, June 2016
- Not so independent or rebellious
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- Figure 27: Agreement (including strongly agree and somewhat agree) on selected statements about self-identity, by age, June 2016
- Less worried about the future
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- Figure 28: Agreement (including strongly agree and somewhat agree) on selected statements about future, by age, June 2016
- Gender differences still exist
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- Figure 29: Agreement (including strongly agree and somewhat agree) on selected statements about social life, by age, June 2016
Consumer Segmentation
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- Three types of consumers
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- Figure 30: Consumer segmentation based on their attitude towards life, June 2016
- Self-motivated achievers (大赢家): seeking peer attention and expressing individuality
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- Figure 31: Consumer attitude towards self-confidence, by consumer segment, July 2016
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- Figure 32: Consumer attitude towards social life, by consumer segment, July 2016
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- Figure 33: Consumer attitude towards self-identity, by consumer segment, July 2016
- Tuned inward (活在自己世界的人): making random friends is not as exciting as becoming a talent
- Worried but connected (焦虑的社交人): looking for more interaction in their sedentary lives
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- Figure 34: Consumer attitude towards future, by consumer segment, July 2016
Appendix: Methodology and Abbreviations
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- Methodology
- Abbreviations
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