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China Marketing to Teens Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Teens market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Teenagers aged 13-19 (born between 1999 and 2005) are interviewed for this report. The research only includes junior high school, senior high school and vocational/ technical high school students and excludes those studying in colleges and universities.

Key points covered

  • Assertive as well as open-minded
  • Sporty – a badge for teenagers
  • Emphasis on snack’s nutritional or functional benefits

What you need to know

Adolescents today are willing to express themselves and less trust the ‘authority’. They bear greater academic pressure and are also keen to learn. According to data from the International Organisation for Economic Co-operation and Development, in Shanghai, 15-year-old students spend an average of 13.8 hours a week on homework, which is the highest amount of time in the world. Meanwhile, they are passionate about sports and pay attention to whether food is healthy.

This is Mintel’s sixth annual report regarding Chinese teens, which started in 2013. Considering these young people are the consumers of tomorrow, it is important for companies to understand what they think and what matters to them. This report introduces teens’ financial conditions and family structures, elaborates their characteristics and presents what kind of knowledge, skills and advertisements are more likely to attract them. Their snack preferences will also be discussed as well as innovative snacks with potential.

Expert analysis from a specialist in the field

Written by Scarlett Zhao, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Although today's adolescents are more assertive and individualistic, which is related to democratic family environments, they still share a lot in common. A strong interest is shown in aesthetics and humane knowledge. They do not reject advertising per se, but demand humour and high-quality contents, which can serve as daily social currency to enhance communication. When it comes to snacks, healthy and functional claims are winning.” Scarlett Zhao
Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The consumer
            • Being me is of vital significance for teens
              • Figure 1: Teens’ perception towards their peers and themselves, August 2018
            • Practical and humanistic knowledge/skills are appealing
              • Figure 2: Knowledge and skills that attract teens’ attention, August 2018
            • Ad ideas count more than forms, and humour is most wanted
              • Figure 3: Attractive advertisement style, August 2018
            • Parent/child relationship becomes more democratic
              • Figure 4: Things that parents did for children and each other, August 2018
            • Healthy snacks also attract teens
              • Figure 5: Snack attributes encouraging purchase, August 2018
            • Trendiness more associated with a certain product, and snack sets are winning consumers
              • Figure 6: Different snacks perception, August 2018
            • What we think
            • Issues and Insights

              • Assertive as well as open-minded
                • The facts
                  • The implications
                    • Sporty – a badge for teenagers
                      • The facts
                        • The implications
                          • Figure 7: Athleta field day
                        • Emphasis on snack’s nutritional or functional benefits
                          • The facts
                            • The implications
                              • Figure 8: The Chewpod
                              • Figure 9: Culture Republick probiotic ice creams
                          • The Consumer – What You Need to Know

                            • A more demographic relationship between parents and kids
                              • Art appreciation and foreign language win teens’ favour
                                • Content is given more emphasis, in particular humour
                                • Teens’ Family Structure

                                  • Over half of teens are still the only children
                                    • Figure 10: The proportion of the only child, August 2018
                                  • Half of senior high schoolers live on campus
                                    • Figure 11: The proportion of teens who live at home and those who live at boarding schools, by region, August 2018
                                • Teens’ Financial Overview

                                  • Receiving around an average of RMB450 per month
                                    • Figure 12: The average amount of money received per month in RMB, August 2018
                                    • Figure 13: The average amount of money received per month, by selected demographics, August 2018
                                  • People start to save money from a young age
                                    • Figure 14: The average amount of money saved per month in RMB, August 2018
                                    • Figure 15: The average amount of money saved per month, by selected demographics, August 2018
                                • Perception of Teens

                                  • Maintaining individuality is important to teens
                                    • Figure 16: Teens’ perception towards themselves, August 2018
                                  • 13-15-year-old girls are sparking from their peers
                                    • Figure 17: Teens’ perception towards themselves, by selected demographics, August 2018
                                  • Are teens confident about themselves or not?
                                    • Figure 18: Teens’ perception towards their peers and themselves, August 2018
                                • Important Knowledge and Skills

                                  • Great practicality shown in teens’ concerned knowledge and skills
                                    • Figure 19: Knowledge and skills that attract teens’ attention, August 2018
                                  • Aesthetics are desired among youth
                                    • Figure 20: Teens’ interest in art appreciation and clothing match, by selected demographics, August 2018
                                  • Traditional Chinese culture attracts the young
                                    • Figure 21: Alipay red envelope
                                • Attractive Advertisement Style

                                  • Humour is most wanted
                                    • Figure 22: Attractive advertisement style, August 2018
                                  • Is content equal to a social tool?
                                    • Figure 23: Selected favourite advertisement attributes, by selected demographics, August 2018
                                  • Who like stars more?
                                    • Figure 24: Advertisement that ‘features a celebrity I like’, by selected demographics, August 2018
                                • Modern Family Relations

                                  • New parent/child relationship…
                                    • Figure 25: Things that parents did for children and each other, August 2018
                                  • …but focus still placed on children rather than partners
                                    • Figure 26: Key drivers of self-perception as “have a mind of my own”, August 2018
                                • Snack Purchase Habits

                                  • Nutritious snacks receive the most attention
                                    • Figure 27: Snack attributes encouraging purchase, August 2018
                                  • Six attributes to reach maximum teenagers
                                    • Figure 28: Snacking purchase habit – TURF analysis, August 2018
                                  • Aesthetics and individual package are favoured by tier one teenagers
                                    • Figure 29: Snack packaging attributes, by selected demographics, August 2018
                                • Perception of Different Snacks

                                  • Trendy is less connected with a certain snack category
                                    • Figure 30: Different snacks perception, August 2018
                                  • Tasty and healthy can go hand-in-hand
                                    • Figure 31: Snacks that are believed both healthy and tasty by teens, August 2018
                                    • Figure 32: Bella pupa
                                  • Snack sets may be the next dark horse
                                    • Figure 33: Eggland’s best snack packs
                                    • Figure 34: Schuman cheese cello quick fix
                                • Appendix – Methodology and Abbreviations

                                  • Methodology
                                    • Abbreviations