2. Contents
1. Executive Summary
• Introducing TrendSights
• Key findings
• Innovation platforms
2. Sub-Trend Overview
• Definition and summary
• Drivers and Inhibitors
• Introducing the four sub-trend themes
3. Detailed Findings: Adolescence and Adulthood
• In a nutshell: what, where, who and why
• Industry perspectives
• Innovation insight
4. Detailed Findings: Coupling and Marriage
• In a nutshell: what, where, who and why
• Industry perspectives
• Innovation insight
5. Detailed Findings: Parenthood
• In a nutshell: what, where, who and why
• Industry perspectives
• Innovation insight
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6. Detailed Findings: Senior Years and
Retirement
• In a nutshell: what, where, who and why
• Industry perspectives
• Innovation insight
7. Appendix
• Methodology
• Further reading and references
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4. Adolescence and Adulthood
Children are demonstrating individualism via the brand and product choices they make
"Pester power" exerts influence on household purchases
While children, particularly tweens, directly determine how they
spend their own discretionary income (e.g. pocket money,
savings), their spending power is better reflected by the influence
they have on household purchases. Nearly half (46%) of all
parents* agreed that their children heavily influence the grocery
brands they choose, with parents from Russia (69%), India (63%)
South Korea (63%), and China (60%) most likely to regard the
brand preferences of their children.
This highlights the importance of acknowledging the role of
parents in tween spending. Indeed, parents not only make the
final call on product choices that their children may influence, but
they also facilitate their children's purchases by driving them to
shopping destinations and giving them pocket money in the first
place. Hence, cutting out the "middle man" by directly targeting
tweens is a risky and misguided strategy for marketers to make.
Source: Datamonitor Consumer Survey 2011; *of children aged under 18 living w ith them4
Americas Asia Pacific Europe MEA
39 41 43 30 60 63 22 43 63 31 42 44 20 69 43 27 33 39 58 59 46
Parents* who agree that their children heavilyinfluence the grocerybrands they choose, by country, 2011
Tweens exhibit value-consciousness as well
The culture of value-consciousness that has been
increasingly evident since the Global Financial Crisis is
evident among children too. Research conducted by
marketing firm C+R found that children's spending habits
had changed markedly since the recession. Among
parents of tweens in the US, 50% were now looking for
sales, 46% were more careful with money, and 23% were
saving more. Given that many of these children were
aware of their parents' frugality, and may even have lived
in households affected by unemployment, it is foreseeable
that this cohort has grown up with more sensitivity to
prices – a trait that is likely to influence their spending
even more as they grow older.
5. Coupling and Marriage
In a nutshell: what, where, who, and why?
Source: Datamonitor analysis5
What's happening?
• Single-person households are on the rise, which is in
part driven by young adults who choose to pursue
other goals before settling down. Once in a
relationship, couples are delaying marriage or skipping
it altogether.
• There is growing acceptance of same-sex
partnerships, which is transforming the notion of
"family."
Where is it happening?
• The rise in single-person households is a global
phenomenon; however the trend is more pronounced
in the developed economies of Western Europe and
North America.
• Acceptance of and support for same-sex relationships
are more evident in secular, developed countries.
Who is it about?
• Single adults are pursuing other milestones of
adulthood that do not necessarily involve marriage.
• Couples in their 20s and 30s are cohabiting more, and
reassessing when or whether to get married.
• LGBT consumers' choices and freedoms are becoming
better acknowledged by society.
Why should the CPG industry care?
• The rise in single-person households will create
distinct consumer needs due to their higher per capita
living costs, demand for single-serve packs, and
reliance on technology to nurture their social lives.
• Cohabiting but unwed couples are becoming the norm,
and marketers need to acknowledge the influence,
relevance, and spending power of this household type.
6. Parenthood
Industry perspectives
Source: Adw eek, February 2012 and February 2013; Marketing Week UK, November 2012; Marketing Week UK, May 20126
The shifting influence of female consumers
"As women gain more financial independence, they no
longer need to depend on men who have lost ground
during the last recession […] at the same time that
motherhood has become untethered from marriage.
This is a very attractive group of women for marketers
to go after."
Ann Mack, director at agency
JWT, quoted in Adweek, February
2012
Parenthood marks the formation of a new reference
group for consumers
"Moms are getting together around parenting and
pregnancy, but they're not stopping there […] These
communities take on a life of their own."
Adam Kruse, director at Starcom
MediaVest Group, quoted in
Adweek, February 2013
Marketers need to present relevant depictions of the
modern-day family
"The commonly used stereotype route with a mother
running around, a slightly feckless father and not very
helpful kids […] doesn't feel very 21st century."
Justine Roberts, Mumsnet
founder, quoted in Marketing
Week UK, November 2012
Marketing to fathers ultimately appeals to both parents
"The interesting thing about using a dad [in
advertising] is that mums can see their role reflected in
what dad does, so you're appealing to both parents.
But if you use a mum, you run the risk of saying that's
just a 'mum brand'."
Will Ghali, director of brands at
Allied Mills, quoted in Marketing
Week UK, May 2012
7. Senior Years and Retirement
Source: International Labour Organization, October 20117
More consumers over 65 are remaining in the workforce
The line between employment and retirement is becoming less
clear, as more seniors and baby boomers choose to continue to
work into their retirement years. Across most countries studied, a
growing proportion of adults aged over 65 years are staying in
the workforce. One country in which this is particularly evident is
the US, where the 18.1% of adults aged over 65 were in the
workforce in 2012, compared to 11.7% in 1990. Moreover, this
proportion is expected to increase to 21.3% by 2020. In fact, in
many countries, the average effective age of retirement is higher
than the official age of retirement, as illustrated by the charts on
the following slide.
Longer lifespans have prompted many seniors to work during their retirement years
Motivations for staying in the workforce can vary
The desire among seniors to remain in the workforce is driven by
numerous factors. As people are living longer and are in better
health in their 60s than generations before them, they are both
physically and mentally capable of working during their senior
years. Additionally, living longer often entails greater financial
responsibilities that need to be supported by supplemental
income. Financial motivations for working longer have in many
countries been exacerbated by poor economic conditions, which
left many unemployed and affected the investments of others,
requiring them to make up for lost funds. Still others continue to
work to maintain a sense of personal fulfillment and avoid
prematurely transitioning to a different lifestyle.
Labor force participation rate among adults aged 65-plus, by country, 1990 vs 2020
