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Introduction
The over-50s represent one of the most exciting areas for brands to communicate
with. Seniors account for more than a third of personal care occasions and over
40% of food and drink consumption in many categories. However, very little is
currently done with this audience, so those who begin to experiment in this area
can expect to achieve considerable stand-out.
Scope
Analysis of social trends, generational experiences, and need states impacting
Seniors lives and consumption behavior
Comprehensive data profiling the proportion of consumption accounted for by
older consumers, market and country
Exhaustive review of best practice NPD and marketing campaigns from around the
world
Detailed Action Points pinpointing how to devise effective marketing concepts
that will appeal to Senior consumers
Highlights
In Europe the number of 50-plus year old consumers is forecast to increase from
125.9 million in 1999 to 142.3 million in 2009. Corresponding data for the US
shows an increase from 75.5 million in 1999 to 96.2 million in 2009. The
percentage of the population aged 50 and over will exceed 30% in all featured
countries by 2009.
The importance of effectively targeting Senior consumerism is well reflected by
their consumption behavior and relative importance in different packaged goods
markets. It is notable that in most food, drink and personal care categories
this age cohort accounts for over 40% of the value of what was consumed in 2004.
There is a very strong tendency among Seniors to premiumize their purchases and
seek quality. Therefore prestige brands, high quality private label goods and
items like organic, specialty and gourmet foods will be of particular interest
to older consumers.
Reasons to Purchase
Maximise financial returns by effectively targeting the fastest growing
demographic segment in Europe
Access unique data highlighting the proportion of consumption accounted for by
older consumers in different packaged good markets and categories
Recognize key trends in Seniors' behavior and understand how to capitalize on
the new opportunities revealed
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