Understanding Tweens
And the implications for the Irish food & drink industry...
31st October 2012
Background
‘Tweens’ are typically defined as 8 – 12 year olds. Today’s ‘Tweens’ in Ireland and the UK, live in a
time of sweeping technological advances, considerable changes to family economic circumstances,
and a dynamic cultural and social landscape. Tweens are children who are starting to develop their
sense of identity and are anxious to cultivate a sophisticated self image and they reject more
childlike images and associations, aspiring to be more like teenagers. The segment’s economic
power is largely dependent on parents and other family adults through gifts and allowances.
Objective
Bord Bia wanted to explore the Tween markets in Ireland and the UK and also to understand their
and their parent’s attitudes and behaviours about food & snacks, music, movies, TV, clothing, toys &
games.
Once we understood their attitudes and behaviours we then identified the implications for the Irish
food and drink industry exploring how companies can improve their marketing activities in response
to Tween behaviour and attitudes.
Key findings
There were 5 main insights that arose from the study;
1. Food for Fuel: Tweens eat to fit with their schedule, snacking and grazing throughout the
day. The afternoon / after school time is very fluid with least definition on food types eaten.
2. Home is a safe haven: Many of Tweens favourite ways of spending time are family-based.
The weekends are for relaxing control and allowing indulgent food and treats.
3. Big influence on spend: A large proportion of food buying is collaborative, with parents /
Tweens working together to mutually acceptable compromise
4. Healthy Balance: Parents aim for overall balance for tweens rather than a ‘perfect’ healthy
diet. They realise that Tweens can’t eat healthy all the time and strive for overall wellbeing.
5. Reaching Them: Although trends become important in secondary school, Tweens are
followers rather than leaders. Humour is the primary means of engaging with Tweens.