E
Chapter 4 Appendix
This table represents examples of selected marketing research firms and marketing reports that the committee considered through its data-gathering process.
TABLE E-1 Marketing Research Conducted on U.S. Children and Youth
Sources |
Report |
Description |
Children’s Marketing Services (2004a) |
TeenTrends™, 2004 |
Examined the interests and behavior of tweens and teens ages 12–18 years. A personal interview was conducted for 300 teens. |
Children’s Marketing Services (2004b) |
KidTrends2004™, 2004 |
Examined the interests and behavior of older children ages 6–11 years. A personal interview was conducted for 300 older children. |
Harris Interactive (2004) |
Youth Pulse, 2004 |
Examined the interests and behavior of older children and teens ages 8–21 years through a large-scale study of youth lifestyles and attitudes via an online questionnaire. |
Sources |
Report |
Description |
Just Kid Inc., Nickelodeon, and Research International (Friend and Stapylton-Smith, 1999) |
The Global Kids Study, 1996 and 1998 |
Surveyed 400 children ages 7–12 years and their mothers in 12 countries: the United States, United Kingdom, France, Germany, Japan, China, Australia, India, Italy, Argentina, Brazil, and Mexico. An interview and questionnaire were used that provided a detailed picture of the attitudes, beliefs, and consumer dynamics of children and tweens. |
Just Kid Inc. (2001) |
Kid ID Study, 2001 |
Surveyed 4,000 children ages 8–14 years in schools to examine the emotional, psychological, and social forces that drive their behaviors. |
Kidsay (2005) |
Trend Tracker, conducted bimonthly |
Examines the interests and behaviors of tweens and young teens ages 8–15 years. |
KidShop/KidzEyes (2003) |
Kid Food Findings. Brand New Research |
Examined the product brand, food category, and restaurant preferences of 629 tweens ages 8–12 years. |
Mediamark Research (2005) |
Teen Study (Teenmark), conducted annually |
Collects data about media exposure by more than 4,000 teens ages 12–19 years through a mailed questionnaire. |
Mintel International Group Ltd. (2004) |
Kids’ and Teens’ Eating Habits U.S., 2004 |
Examined eating habits of children ages 6–11 and 12–17 years based on the Simmons Kids and Teens surveys. |
Mintel International Group Ltd. (2003a) |
Kids’ Snacking U.S., 2003 |
Examined snacking trends of children ages 6–8 and 9–11 years based on a variety of surveys, including the Simmons Kids Study. |
Mintel International Group Ltd. (2003b) |
Kids’ Lifestyles U.S., 2003 |
Examined the lifestyle trends and attitudes of children ages 6–11 years. |
Porter Novelli (2004) |
Combined YouthStyles Survey and HealthStyles Survey |
Provided parent–child dyads of information to develop understanding about the contexts in which youth act and live. The YouthStyles Survey examined children’s values, goals, and motivations combined with behavioral data through a mail survey of an estimated 8,000 children and youth ages 10–19 years. Provided a combination of behavioral, motivational, and communication data. |
Sources |
Report |
Description |
Roper Youth Report (2003) |
Roper Youth Report |
Examined the purchasing power of young consumers ages 8–17 years. The report is based on 500 in-depth, personal interviews of a nationally representative sample of the U.S. tween and teen population. |
Simmons (2005a) |
Simmons Kids Study, conducted twice annually |
Examines the media, consumer, and personal behaviors that drive the purchasing decisions of children ages 6–11 years. |
Simmons (2005b) |
Simmons Teens Study, conducted twice annually |
Examines the media, consumer, and personal behaviors that drive the purchasing decisions of 5,000 teens ages 12–17 years based on in-home interviews and mail surveys. |
Simmons (2005c) |
Simmons Tweenz Study, conducted twice annually |
Examines the media, consumer, and personal behaviors that drive the purchasing decisions of 5,000 tweens ages 8–14 years based on in-home interviews and mail surveys. |
Simmons (2005d) |
Simmons Youth Study, conducted twice annually |
Examines the information of media, consumer, and personal behaviors that drive the purchasing decisions of children and youth ages 6–17 years. |
Strottman International (2005) |
Nutrition from a Kid’s Perspective |
Conducted brand-specific marketing research for clients from the food, beverage, and restaurant industries. |
Teenage Research Unlimited (2004) |
TRU Teenage Marketing and Lifestyle Study, 2004 |
Examined the spending power of 2,000 teens ages 12–19 years based on mail questionnaire. |
The Geppetto Group (2005) |
Case studies of market research conducted for food and beverage companies |
A child and teen advertising agency and marketing consulting company that conducts research for clients about the motivations of childhood, kid archetypes, psyche of mothers as the family gatekeeper, understanding tweens’ and teens’ perspectives and lifestyles. |
The Intelligence Group/Youth Intelligence (2005) |
Nickelodeon/Youth Intelligence Tween Report, 2004 |
Examined the lifestyles of tweens and teens ages 9–14 years including snacking and lifestyle habits. |
Sources |
Report |
Description |
The NPD Group (2004) |
Snacking in America Report, 2004 |
Examined the snacking behaviors of 10,000–12,000 children, teens, and adults from 1997–2003. |
Yankelovich (2003) |
Youth Monitor™, conducted annually |
Examines the trends and information on media, brands, goals, technology, family, and self-image of 1,200 children ages 6–17 years through in-home personal interviews. |
Yankelovich (2005) |
Preschool Study |
Surveyed a nationally representative sample of 650 parents and guardians of children ages 2–5 years to provide insights into the attitudes, concerns, and expectations of parents of preschoolers; healthy eating patterns; shopping habits; children’s preferences; children’s daily activities; developmental issues; and television viewing. |
Zandl Group (2005) |
Hot Sheet |
Examined the attitudes, interests, entertainment, and product preferences of 3,000 children, youth, and young adults ages 8–24 years based on open-ended questionnaires. |
TABLE E-2 New Food and Beverage Products Targeted to Children and Adolescents by Company, Manufacturer, or Distributor, 1994–2004
Company / Manufacturer / Distributor |
Number of New Food Products |
General Mills |
166 |
Philip Morris |
138 |
Kellogg Company |
132 |
Nestlé S.A. |
105 |
Wrigley |
73 |
Unilever |
65 |
Hasbro |
60 |
Mars |
56 |
ConAgra |
53 |
Altria Group |
52 |
Campbell Soup Company |
44 |
Quaker Oats |
42 |
Topps |
40 |
OddzOn |
38 |
Foreign Candy Company |
36 |
Hershey Foods |
36 |
Imaginings 3 |
34 |
PepsiCo |
29 |
Felfoldi Potpourri Ltd. |
27 |
RJR Nabisco |
27 |
Philadelphia Chewing Gum Corp. |
26 |
Company / Manufacturer / Distributor |
Number of New Beverage Products |
The Coca-Cola Company |
37 |
Philip Morris |
30 |
Nestlé S.A. |
24 |
In Zone Brands |
18 |
Cadbury Schweppes |
15 |
Altria Group |
12 |
PepsiCo |
12 |
Danone |
9 |
In Zone Brands |
8 |
J. M. Smucker |
8 |
SOURCE: Williams (2005b). |
TABLE E-3 Selected Leading Companies Ranked by Total U.S. Revenues and Total Advertising Spending, 2004 and 2003
Company |
Headquarters |
Total U.S. Revenues ($ millions) 2004 |
Total U.S. Revenues ($ millions) 2003 |
Total Advertising Spending ($ millions) 2004 |
Total Advertising Spending ($ millions) 2003 |
Entertainment/Media |
|||||
Time Warner |
New York, NY |
33,572 |
32,123 |
3,283 |
3,073 |
Walt Disney |
Burbank, CA |
24,012 |
22,124 |
2,241 |
2,036 |
Viacom |
New York, NY |
18,812 |
17,488 |
1,207 |
1,151 |
Food and Beverage |
|||||
Altria Groupa |
|||||
Kraft Foods |
New York, NY |
39,966 |
38,370 |
1,399 |
1,386 |
|
Glenview, IL |
|
|||
PepsiCo |
Purchase, NY |
18,329 |
17,377 |
1,262 |
1,211 |
General Mills |
Minneapolis, MN |
9,441 |
9,144 |
913 |
954 |
Kellogg Company |
Battle Creek, MI |
5,968 |
5,608 |
647 |
577 |
The Coca-Cola Company |
Atlanta, GA |
6,643 |
6,344 |
541 |
447 |
Campbell Soup Company |
Camden, NJ |
4,581 |
4,549 |
425 |
430 |
ConAgra |
Omaha, NE |
13,222 |
15,439 |
364 |
561 |
Food Retail |
|||||
Kroger Company |
Cincinnati, OH |
56,434b |
53,791b |
686 |
655 |
Safeway |
Pleasanton, CA |
31,463 |
31,679 |
606 |
536 |
Fast Food/Quick Serve Restaurant |
|||||
McDonald’s Corporation |
Oak Brook, IL |
6,525c |
6,039c |
1,389 |
1,370 |
Yum! Brands |
Louisville, KY |
5,763 |
5,655 |
779 |
753 |
Burger King Corporation |
Miami, FL |
7,710 |
7,900 |
542 |
526 |
Wendy’s International |
Dublin, OH |
2,475 |
2,197 |
436 |
387 |
NOTE: The majority of media and spending categories are monitored by TNS Media Intelligence, formerly TNS Media/Competitive Media Reporting (TNS Media Intelligence, 2005), and certain measured media categories, such as television and Internet advertising spending and impressions, are tracked by Nielsen Media Research and Nielsen//Net Ratings. Unmeasured media expenditures are not shown in the table. aThe Altria Group is the parent company for Kraft Foods and is separated into two sales divisions—food and tobacco. In 2004, total combined North America sales and earnings were $39.9 billion. Total division sales worldwide were $89.6 billion representing approximately $32.2 billion in food sales and $57 billion in tobacco sales. The company’s brands represent five consumer sectors: snacks, beverages, cheese and dairy, grocery, and convenience meals (Brown et al., 2004, 2005; Kraft Foods, 2004). bU.S. sales not available. This figure represents total worldwide sales. cMcDonald’s Corporation worldwide sales in 2004 totaled $24.4 billion (BrandWeek, 2005). SOURCES: Adapted from Brown et al. (2004, 2005). Reprinted with permission from the June 27, 2005 issue of Advertising Age. © Crain Communications, Inc., 2005. |
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