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MAPS MARKETING TO CHILDREN (AGE 4-11) : APRIL 2003

Overview

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This report covers: marketing to children (age 4 to 11) educational toys, snacks and confectionery, chocolate, potato crisps,comics, 5 to 10 year-olds, in their own room,CD Players, PC, Video recorders, traditional toys, games machines,

Companies covered include: BBC Magazines, DC Thomson & CO,Hasbro UK, Mattel UK, Walkers Snack Foods, Cadbury Schweppes, Mars UK,Nestle Holdings,

Table of Contents
Executive Summary
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TABLE OF CONTENTS

Executive Summary 7

1. Introduction 8

DEFINITION 8

2. Strategic Overview 9

DEMOGRAPHIC BACKGROUND 9

The Age Structure of the Population 9

Table 1: UK Resident Population by Age and Gender, Census Day 2001 9

Changing Family Structure 10

Older Parents 10

Table 2: Fertility Rates† by Age Group in England and Wales, 1971-2001 10

Figure 1: Fertility Rates by Age Group in England and Wales, 1971-2001 11

Table 3: Average Age of Married Women at First Birth in England and Wales (years), 1971, 1981, 1991, 1996, 1999 and 2001 12

Family Size 13

Table 4: Total UK Fertility Rate (number of children per woman), 1970, 1980, 1990 and 2000 13

Table 5: Profile of Two-Parent Families by Number of Dependent Children ( percent of families), 1971, 1981, 1990 and 2000 13

Table 6: Profile of One-Parent Families by Number of Dependent Children ( percent of families), 1971, 1981, 1990 and 2000 14

Children and Divorce 14

Table 7: Children of Divorced Couples by Age, 1971-2001 15

Figure 2: Children of Divorced Couples by Age, 1971-2001 16

One-Parent Families 16

Table 8: Number of One-Parent Families and Dependent Children in One-Parent Families (million), 1994-2000 17

Working Mothers 17

Table 9: Economic Activity Status of Women by Age of Youngest Dependent Child, ( percent), Autumn 2002 18

CHILDREN AND THEIR OWN MONEY 18

Table 10: percentage of 5 to 10 Year-Olds Receiving Pocket Money by Gender, 1997-2002 19

Table 11: Average Weekly Income of 5 to 10 Year-Olds (£ and index 1994=100), 1998-2001 19

THE CONSUMER 20

Table 12: Those Who Buy For Children Aged 4 to 11 Years Old ( percent of adults), January 2003 20

Table 13: Those Who Buy For Children Aged Between 4 and 11 Years Old — Either Their Own Children or Someone Else's ( percent of adults), January 2003 21

Table 14: Profile of Purchasers For Children Aged 4 to 11 Years Old ( percent of adults), January 2003 23

3. Children and Media 25

Introduction 25

TELEVISION VIEWING 25

Table 15: Average Number of Hours of Television Watched by 5 to 10 Year-Olds per Day by Sex, 1997-2002 25

Figure 3: Average Number of Hours of Television Watched by 5 to 10 Year-Olds per Day by Sex, 1997-2002 26

Table 16: 5 to 10 Year-Olds' Access to Multichannel Television ( percent), 1997-2002 27

Table 17: percentage of 5 to 10 Year-Olds With a Television in their Own Room by Sex ( percent), 1997-2002 27

Table 18: percentage of 5 to 10 Year-Olds With a Video Recorder in their Own Room by Sex ( percent), 1997-2002 28

Table 19: percentage of 5 to 10 Year-Olds Who Watch Television Before School by Sex ( percent), 1997-2002 28

LISTENING TO RADIO 29

Table 20: percentage of 5 to 10 Year-Olds With a Radio in their Own Room by Sex ( percent), 1998-2002 29

LISTENING TO MUSIC 29

Table 21: percentage of 5 to 10 Year-Olds With a CD Player in their Own Room by Sex ( percent), 1998-2002 29

MAGAZINES/COMICS 30

Table 22: 5 to 10 Year Olds' Favourite Magazines/Comics, 1998-2002 30

PCS AND THE INTERNET 30

Table 23: percentage of 5 to 10 Year-Olds With a PC at Home by Sex ( percent), 1996-2002 30

Table 24: percentage of 5 to 10 Year-Olds With a PC in their Own Room by Sex ( percent), 1996-2002 31

Table 25: percentage of 7 to 10 Year-Olds Connected to the Internet With a PC at Home by Sex ( percent), 1998-2002 31

Table 26: percentage of 7 to 10 Year-Olds with Internet Access by Sex ( percent), 1998-2002 32

MOBILE PHONES 32

Table 27: percentage of 5 to 10 Year-Olds Owning a Mobile Phone by Sex ( percent), 2000-2002 32

ADVERTISING AND PROMOTION 33

Legislation and Self-Regulation 33

Children and Media Literacy 33

Research 34

4. Toys and Games 35

BACKGROUND 35

MARKET SIZE 35

Table 28: The UK Toys and Games Market by Sector by Value (£m at rsp and percent), 1998-2002 35

Figure 4: The UK Toys and Games Market by Value (£m at rsp), 1998-2002 36

Table 29: The UK Traditional Toys and Games Market by Sector by Market Share ( percent), 2002 37

Figure 5: The UK Traditional Toys and Games Market by Sector by Market Share ( percent), 2002 38

ADVERTISING AND PROMOTION 38

Table 30: Main Media Advertising Expenditure by Selected Toys and Games Manufacturers (£000), Year Ending September 2002 39

games machines 40

Table 31: percentage of 5 to 10 Year-Olds With a Games Machine at Home by Sex ( percent), 1997-2002 40

Table 32: percentage of 5 to 10 Year-Olds With a Games Machine in Their Own Room by Sex ( percent), 1997-2002 40

5. Snacks and Confectionery 41

Introduction 41

MARKET SIZE 41

Snack Foods 41

Table 33: The UK Snack Foods Market by Value (£m at rsp and percent), 1998-2002 41

Figure 6: The UK Snack Foods Market by Value (£m at rsp), 1998-2002 42

Table 34: The UK Snack Foods Market by Sector by Value (£m at rsp and percent), 1998 and 2002 43

Figure 7: The UK Snack Foods Market by Sector by Market Share ( percent), 2002 44

Confectionery 44

Table 35: The UK Confectionery Market by Sector by Value (£bn at rsp and percent), 1998-2002 45

Figure 8: The UK Confectionery Market by Sector by Market Share ( percent), 2002 45

Chocolate Confectionery 46

Table 36: The UK Chocolate Confectionery Market by Sector by Market Share ( percent), 2002 46

Figure 9: The UK Chocolate Confectionery Market by Sector by Market Share ( percent), 2002 47

Sugar Confectionery 47

Table 37: The UK Sugar Confectionery Market by Sector by Market Share ( percent), 2002 48

RECENT MARKET DEVELOPMENTS 48

Snacks 48

Confectionery 48

ADVERTISING AND PROMOTION 48

Snack Foods 49

Table 38: Main Media Advertising Expenditure on Selected Brands of Potato Crisps and Snacks (£000), Year Ending September 2002 49

Sweets and Confectionery 50

Table 39: Main Media Advertising Expenditure on Selected Chocolate Confectionery Brands (£000), Year Ending September 2002 50

Table 40: Main Media Advertising Expenditure on Selected Sugar Confectionery Brands (£000), Year Ending September 2002 51

THE CONSUMER 51

Table 41: Purchasing of Crisps and Snacks by 5 to 10 Year-Olds ( percent), 1997-2002 52

Table 42: Average Monthly Spend on Crisps and Snacks by 5 to 10 Year-Olds† by Sex (£), 1997-2002 52

Table 43: Purchasing of Sweets and Chocolates by 5 to 10 Year-Olds ( percent), 1997-2002 53

Table 44: Average Monthly Spend on Sweets and Chocolates by 5 to 10 Year-Olds† by Sex (£), 1996-2002 53

Table 45: Purchasers of Confectionery by Presence of Children ( percent of adults), 2001 54

7. PEST Analysis 55

POLITICAL FACTORS 55

ECONOMIC FACTORS 55

SOCIAL FACTORS 55

TECHNOLOGICAL FACTORS 56

8. Consumer Dynamics 57

Overview 57

Table 46: Summary of Attitudes towards Issues Related to Spending on Children Aged 4 to 11 ( percent of adults), 2001 and 2003 57

Children and Commercialisation 60

Table 47: Attitudes towards Pressure to Conform, and to Children and Character Licensing ( percent of adults), 2003 60

Pester Power and the Enjoyment of Buying for Children 62

Table 48: Pester Power, and Enjoyment of Buying for Children ( percent of adults), January 2003 62

Education, Education... 64

Table 49: Educational Pressures and Educational Toys ( percent of adults), January 2003 65

Children and Technology 67

Table 50: Those Agreeing that Many Children in this Age Group Know More About Technology Than They Do ( percent of adults), January 2003 67

Children and Food 69

Table 51: Children and Food ( percent of adults), January 2003 69

Advertising to Children 71

Table 52: Negative Attitudes towards Advertising to Children ( percent of adults), January 2003 71

Table 53: Neutral/Positive Attitudes towards Advertising to Children ( percent of adults), January 2003 73

9. Company Profiles 75

CHILDREN'S MAGAZINES 75

BBC Magazines 75

Financial Results 75

DC Thomson & Co. Ltd 75

Financial Results 75

Egmont Magazines Ltd 76

Financial Results 76

TOYS AND GAMES 76

Hasbro UK Ltd 76

Financial Results 77

Mattel UK Ltd 77

Financial Results 77

SNACK FOODS 78

Walkers Snack Foods Ltd 78

Financial Results 78

CONFECTIONERY 78

Cadbury Schweppes PLC 79

Financial Results 79

Mars UK Ltd 79

Financial Results 79

Nestlé Holdings (UK) PLC 80

Financial Results 80

OTHER COMPANIES 80

6. An International Perspective 81

EUROPE 81

The US 81

GLOBAL TOY MARKET 82

GLOBAL SNACK FOOD MARKET 82

GLOBAL CONFECTIONERY MARKET 82

10. The Future 83

Introduction 83

Table 54: The Forecast UK Population Aged Under 15 by Age Group (000 and percent), 2002 and 2007 83

Forecasts 2003 to 2007 84

Toys and Games 84

Table 55: The Forecast UK Toys and Games Market by Sector by Value (£m at rsp and percent), 2003-2007 84

Figure 10: The Forecast UK Toys and Games Market by Sector by Value (£m at rsp), 2003-2007 85

Snacks and Confectionery 85

Snack Foods 85

Table 56: The Forecast UK Snack Foods Market by Value (£m at rsp and percent), 2003-2007 86

Table 57: The Forecast UK Snack Foods Market by Sector by Value (£m and percent), 2003-2007 86

Confectionery 87

Table 58: The Forecast UK Confectionery Market by Sector by Value (£m at rsp and percent), 2003-2007 87

11. Further Sources 88

Associations 88

General Sources 89

Bonnier Information Sources 89

Government Publications 90

Other Sources 90

EXECUTIVE SUMMARY

There were over six million 4 to 11 year-olds in the UK in 2001, representing around 10 percent of the total population. There have been many changes in children's markets over the past 30 years, influenced by a number of factors, including changes in lifestyle, marketing and advertising. Changes in society generally, and particularly in family structures, have also had a strong influence. This has included the trend towards older parents (who tend to have higher disposable incomes) and smaller family sizes (which increases spend per child).

The proportion of mothers of young children who go out to work has been growing steadily. The effect of this — at least in the case of two-parent families — is to increase the amount of disposable income available to spend on children. It can also increase the 'guilt factor', with some parents tending to buy things for their children to make up for spending less time with them; they may also spend more on treats, such as meals and outings, in an effort to procure quality time with their offspring.

Although most of the value within children's markets comes from money spent by parents, it is worth remembering that children are also important consumers in their own right. However, there does seem to be a trend away from children being given pocket money — at least in a formal sense — from their parents or other adults.

Key Note's specially commissioned research showed that more than half of all adults buy for children in the 4 to 11 age group; with just over one in five buying for their own children, nearly three in ten buying for children who are related to them, but are not their own children, and one in ten buying for 4 to 11 year-olds who are not related to them.

The findings suggest that those who buy things for children are very aware of the commercial pressures that are present within children's marketing. A very high proportion say they are aware of the importance of character licensing in making products appeal to children, and almost as many feel that children are under too much pressure to have items with the right labels so that they fit in at school. Many respondents think that children are often spoilt by parents who give in to pester power, and there is also a certain amount of pessimism about children's diets.

Adults generally admire young children's grasp of technology, and nearly half say they really enjoy buying things for children aged 4 to 11.

On the whole, respondents were more likely to express views that were opposed to advertising to children than to approve of it. However, there is some evidence from the research that today's purchasers for children are more relaxed about advertising to children than those who took part in a similar survey 2 years ago.

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Last updated by Amanda Porteous June 2003