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Meeting the Needs of Teens & Tweens

SpecialChem / Imogen Matthews – Jan 25, 2006

The shift in age demographics has resulted in a significant growth in 10- to 14-year old consumers in the U.S. compared to most other developed countries, where young people are declining in numbers. According to Claire Briney, analyst for Euromonitor, that helps explain why marketing to teens really has its roots in the U.S. In the all-important U.S. market and elsewhere, the teenage population demands to be heard and catered to and have an unprecedented amount of disposable income," she maintained. "Consumption by teenagers in the U.S. cosmetics and toiletries market is estimated to amount to up to 20% of total value sales, thus making teenagers a very important consumer market." And it is not just in the U.S. that marketers are focusing on these younger consumers. It is even occurring in those countries where the biggest demographic growth has been among older consumers. In several European countries, the numbers of 10- to 14-year old consumers are starting to rise, including Germany (+1.1%), Italy (+0.2%) and the UK (+2.7%).

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