Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Teens - China - November 2018

“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 you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                                    Marketing to Teens - China - November 2018

                                    US $4,460.00 (Excl.Tax)