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.
This report provides an analysis of social trends, generational experiences, and need states impacting Seniors lives and consumption behaviour. Comprehensive data is given profiling the proportion of consumption accounted for by older consumers, market and country. The report includes an exhaustive review of best practice NPD and marketing campaigns from around the world together with detailed Action Points pinpointing how to devise effective marketing concepts that will appeal to Senior consumers.
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
For more information visit http://www.researchandmarkets.com/reports/c30061
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Research and Markets
Laura Wood
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