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Description

Description

“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, Associate Research Analyst

This Report looks at the following areas:

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

What's included

What's included

Table of contents

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

                                    About the report

                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                    • The Consumer

                                      What They Want. Why They Want It.

                                    • The Competitors

                                      Who’s Winning. How To Stay Ahead.

                                    • The Market

                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                    • The Innovations

                                      New Ideas. New Products. New Potential.

                                    • The Opportunities

                                      Where The White Space Is. How To Make It Yours.

                                    • The Trends

                                      What’s Shaping Demand – Today And Tomorrow.

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

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