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“As watching TV and using technology remains the top activity both after school and on weekends, today’s kids and teens are far more exposed to advertising than previous generations ever were. Building cradle-to-grave loyalty has become easier, but brands need to tread carefully; in the age of social media any mistake could cost them repeat custom down the line.”
– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report discusses the following key topics:

  • Making a dent in childhood obesity
  • Harnessing children’s influence
  • Reducing gender inequalities from childhood

Much has been said in the popular media about how today’s young are more clean-living than their parents or grandparents. Such attitudes and behaviours have been linked with the onset of the financial crisis, job insecurity and austerity, with younger people experiencing the brunt of it all just as they are starting to establish their lives.

These hardships have made young people more responsible and serious from a tender age, evidenced by their attitudes towards studying, saving money and leading healthy lifestyles.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Spending on sweets rises
          • Figure 1: How pocket money is spent, May 2016 and March 2014
        • Sedentary lifestyle fuels obesity in children
          • Figure 2: Activities children do after school and on weekends, May 2016
        • Responsible kids
          • Figure 3: Priorities of children and teens, May 2016
        • Presentation is important
          • Figure 4: Children’s priorities when eating out, May 2016
        • What we think
        • Issues and Insights

          • Making a dent in childhood obesity
            • The facts
              • The implications
                • Harnessing children’s influence
                  • The facts
                    • The implications
                      • Reducing gender inequalities from childhood
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Continued boom in the population of 7-15s
                              • Families with dependents – still the most common family type
                                • Rate of childhood obesity edges up
                                  • Smartphone edges out laptop as kids’ go-to device
                                    • YouTube becomes the preferred social media platform
                                    • Market Drivers

                                      • Trends in the age structure and projections for UK’s 7-15s
                                        • Figure 5: Trends in the age structure of the UK population, by age, 2010-20
                                      • Trends in family types
                                        • Figure 6: People in households (thousands), by type of family, UK, 2010 and 2015
                                      • Parents’ marital status and household income
                                        • Figure 7: Annual household income, by parents’ marital status, May 2016
                                      • Childhood obesity
                                        • Figure 8: Overweight and obesity prevalence, by age, England, 2014
                                      • Negative body image in children
                                        • Figure 9: Desire to change weight, by age and sex, England, 2014
                                      • Technology use
                                        • Figure 10: Technology devices children use in the household, May 2016 and March 2015
                                      • Social media use
                                        • Figure 11: Children’s social media use, May 2016
                                    • The Consumer – What You Need to Know

                                      • Boys get more pocket money than girls
                                        • Sharp rise in spending on sweets
                                          • Doing well in school – priority number one
                                            • Nice-looking dishes win over children’s hearts
                                              • Shopping as a way for families to bond
                                              • Pocket Money

                                                • Pocket money rises with children’s age
                                                  • Figure 12: Mean monthly pocket money, by children’s age, May 2016
                                                • Savvy kids
                                                  • Figure 13: How pocket money is spent, May 2016 and March 2014
                                                • Spending on sweets surges
                                                • Leisure Activities

                                                  • Sedentary lifestyles contribute to obesity
                                                    • Figure 14: Activities children do after school and on weekends, May 2016
                                                    • Figure 15: Sugar Smart app, June 2016
                                                  • Girls are more studious than boys
                                                    • Figure 16: Activities children do after school, by gender, May 2016
                                                  • Getting girls to be more active
                                                    • Figure 17: ‘This Girl Can’ campaign, June 2016
                                                  • Making shopping more interactive
                                                    • Figure 18: Snapchat’s ‘shoppable’ adverts, June 2016
                                                • Life Priorities

                                                  • Generation Responsibility
                                                    • Figure 19: Priorities of children and teens, May 2016
                                                  • Combining passion and learning for boys
                                                    • Figure 20: Priorities of children and teens, by gender, May 2016
                                                  • In vloggers we trust
                                                  • Priorities when Eating Out

                                                    • The majority prioritise food that ‘looks nice’
                                                      • Figure 21: Children’s priorities when eating out, May 2016
                                                    • Familiarity wins when dining with family
                                                      • Budget options more important around friends
                                                        • Interest in special diets on the rise
                                                          • Figure 22: Teen Vegan Network, June 2016
                                                      • Parents’ Attitudes to Shopping for their Children

                                                        • Re-defining fathers’ role
                                                          • Figure 23: Parents’ attitudes towards shopping for their children, by parents’ gender, May 2016
                                                          • Figure 24: Global Adventure ‘Father son’ experiences, June 2016
                                                        • Brands courting young influentials
                                                          • Figure 25: Other parents’ attitudes, May 2016
                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                        • Data sources
                                                          • Abbreviations
                                                            • Consumer research methodology

                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                            • Market

                                                              Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                            • Consumer

                                                              Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                            • Brand/Company

                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                            • Data

                                                              Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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