ISBN 1-85765-824-8

Table of Contents

Executive Summary

Back to Clothing Index

Back to Consumer and Household Services Index

Normally £311 - Our Price £287.67 - SAVE £23.33

TABLE OF CONTENTS

Outside Suppliers to the Industry

INTRODUCTION

THE BOOKS AND MAGAZINES MARKET

THE TOYS AND GAMES MARKET

THE CLOTHING AND FOOTWEAR MARKET

THE FOOD MARKET

CHARACTER-LICENSING GROUPS

THE OVERALL MARKET

Table 26: Expenditure on Children's Shoes in the Last 12 Months ( percent of women purchasing), 1993 and 1997

Table 25: Expenditure on Children's Clothing in the Last 12 Months ( percent of women purchasing), 1993 and 1997

CLOTHING MARKET DEVELOPMENTS

GENERAL TRENDS

COMPETITOR FORECASTS

THREATS

OPPORTUNITIES

WEAKNESSES

STRENGTHS

Table 24: Penetration of Confectionery by Presence of Children in Household ( percent of purchasers in each subgroup), 1997

DEFINITIONS

Table 23: Main Media Advertising Expenditure in Selected Major Product Areas Within the Under-16s Market (£000), Year Ending December 1996 and 1997

OTHER SOURCES

GOVERNMENT PUBLICATIONS

HBI UK INFORMATION SOURCES

GENERAL SOURCES

DIRECTORIES

PERIODICALS

ASSOCIATIONS

MARKET SEGMENTATION

FURTHER INFORMATION

INTRODUCTION

Table 28: The Forecast Total Under-16s Market Å (£m at rsp), 1998-2002

Table 27: Age Profile of the UK Population Under 14 Years-Old (000), 1991 and 2001

FORECASTS 1998 TO 2002

PRODUCT DEVELOPMENT

Table 7: Market Shares in the Under-16s Market (£m and percent), 1997

DEMOGRAPHICS

Table 4: Trends in Household Types by Age of Youngest Person ( percent of households), 1989-1996

Table 10: The Total Clothing and Footwear Market at Current and Constant 1990 Prices (£m at rsp), 1993-1997

Table 8: The Total Food Market at Current and Constant 1990 Prices (£m at rsp), 1993-1997

Table 16: The Under-16s Books and Magazines Market (£m and percent), 1997

Table 22: Selected Major Toys and Games Groups by Turnover (£m), 1996/1997

Table 6: The Under-16s Market at Current Prices (£m at rsp and index 1993=100), 1993-1997

Table 9: The Under-16s Food and Drinks Market (£m and percent), 1997

THE TOTAL MARKET

Table 11: The Under-16s Clothing and Footwear Market (£m and percent), 1997

Table 5: Children's Expenditure by Age and Type of Expenditure ( percent of total), 1996/1997

Table 15: The Total Books and Magazines Market at Current and Constant 1990 Prices (£m at rsp), 1993-1997

Table 3: Household Types ( percent of UK households), 1996

Table 2: Index of Under-16s Market Expenditure and Total Consumer Expenditure at Current Prices (index 1993=100), 1993-1997

Table 1: Penetration of Products for 5 to 16 Year-Olds in Selected Markets ( percent), 1997

MARKET TRENDS

MARKET POSITION

MARKET SECTORS

ADVERTISING AND PROMOTION

Table 21: Selected Major Magazine Groups by Turnover (£m), 1996/1997

Table 20: Selected Major Book Publishers by Turnover (£m), 1997

MARKET SECTORS

Table 18: Selected Major Food and Drink Groups by Turnover (£m), 1996/1998

Table 12: The Total Toys, Games and Sports Goods Market at Current and Constant 1990 Prices (£m at rsp), 1993-1997

MARKET LEADERS IN TOYS AND GAMES

MARKET LEADERS IN BOOK AND MAGAZINE PUBLISHING

MARKET LEADERS IN CLOTHING AND FOOTWEAR

MARKET LEADERS IN FOOD AND DRINK

THE MARKETPLACE

Table 17: Structure of UK Companies Supplying the Under-16s Market by Turnover Size ( percent), 1997

TRADE ASSOCIATIONS

RETAIL DISTRIBUTION

INDUSTRY CONCENTRATION

RECENT HISTORY

Table 19: Selected Major Clothing and Footwear Groups by Turnover (£m), 1996/1998

Table 14: Top Ten Sports Participated in by Children Outside of Lessons by Age, 1998

Table 13: The Under-16s Toys, Games and Sports Goods Market (£m and percent), 1997

Back to Top

EXECUTIVE SUMMARY

Children aged between 5 and 15 have a considerable effect on parental purchasing decisions and overall consumer trends. While this age group has a high level of actual spending power in certain markets, their indirect power, via their influence over the choice and opinions of parents, is even more considerable. Key Note estimated the value of the under-16s market as being worth £16.18bn in 1997, building on 5 years of successive growth in current terms.

The main market sectors are: food and drink; clothing and footwear; books and magazines; and toys, games and sports goods. While the market share taken by under-16s in other sectors such as toiletries, computers and home consumer goods may be strong, the actual penetration levels are low. Market shares in the four main markets vary from 13 percent upwards.

The under-16s market has become increasingly desirable to manufacturers and retailers in recent years, as this segment of the population has been recognised as important and influential. Suppliers are targeting the early teens and children directly, rather than relying on simply swaying parental choices. A high level of advertising is carried out which has built strong recognisable brands. These in turn have been transferred to associated products or other market sectors, in order to build further upon the brand's success. Character licensing has also come to play a very important role, as it can be used to develop loyalty and recognition in the youth market.

The target population for this market is changing as the fall in the birth rate during the 1990s means that, while the number of under-9s is falling, the preteen and teenage sector is growing. This will build an increasingly sophisticated consumer market for suppliers. However, as these groups are more subject to changing trends and have a higher level of spending power, this should increase the value of the under-16s market in the medium term.

Text © 1998 Key Note

Back to Top

Back To REPORTFINDER HOME PAGE

Ariadne - working together with our customers to enhance productivity and increase knowledge

© 1999 www.the-list.co.uk Ariadne

Last updated by Duncan Nottage 5th March 1999