Introduction
Empty Nesters are more numerous, more wealthy and more inclined to spend their money on self-rewarding behavior than ever before. They develop new purchasing habits and new consumer packaged goods (CPG) needs as they adjust to their new freedom. These factors make Empty Nesters an important and valuable market worth US$645bn in 2003.
Scope of this report
- Complete breakdown of all Empty Nesters in Europe and the US by size, income, age and annual per capita CPG spending.
- In-depth insight into the drivers of Empty Nesters' high CPG spending and strategies for targeting this opportunity.
- Analysis of how age affects Empty Nesters' habits and how needs, motivations and attitudes change with time.
- Detailed examination of new products aimed at Empty Nesters, illustrating how to develop successful products for this market.
Research and analysis highlights
Age defines Empty Nesters' spending patterns. Early Empty Nesters (aged between 50 and 64) have high disposable incomes and spend lavishly on rewarding themselves. Late Empty Nesters (aged 65 years and over) have more limited budgets, leading to a greater emphasis on value in their CPG purchases, with high spending reserved for special occasions.
The rapid growth in Empty Nester spending comes as a result of increasing incomes coupled with people planning for a self-rewarding retirement. Empty Nesters spent US$462 billion on CPG products in Europe and US$200 billion in the US in 2003. Early Empty Nesters spend on average US$5,500 per person per year on added value CPG products.
One of the major changes which occurs to most Empty Nesters is the increase in socializing. Empty Nesters engage in 51 million Entertaining At-home occasions per year in Europe and 26 million per year in the US. This high level of socializing leads to new CPG consumption habits and needs.
Key reasons to read this report
- Learn the value of this numerous, wealthy and growing consumer group, and discover how to profit from Empty Nesters.
- Understand the transitions which Empty Nesters face and win customer loyalty by helping them to adjust to their new lifestyles.
- Increase sales by developing products, branding strategies and marketing messages which meet the specific needs and attitudes of Empty Nesters.
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
- Hot topic
- The future decoded
- Action points
CHAPTER 2 THE FUTURE DECODED
- Introduction
- The development of the Empty Nester group
- Empty Nesters are on the rise
- Income varies considerably between age groups
- The value of Empty Nesters' spending is rising sharply
- Spending on food is set to increase
- Health concerns limit spending on alcohol
- Looking and feeling good is important to Empty Nesters
- Empty Nesters change their needs, attitudes and behaviors
- Age affects how Empty Nester status alters people's lives
- Self-rewarding behavior creates an opportunity to add value
- Increase in time leads to new habits and a need for convenience
- More frequent socializing changes CPG spending habits
- Early Empty Nesters wish to stay young and energetic
- Increased disposable income leads to increased spending
- Increased health awareness
- Functional foods help Empty Nesters to meet key health concerns
- Health concerns prompt more organic and fresh purchases
- Other concerns limit self-rewarding
- Late Empty Nesters have to plan for a financially sound future
- The presence of boomerang babies restricts freedom and money
- Moving home can create new CPG needs
- Conclusions
CHAPTER 3 ACTION POINTS
- Introduction
- Make transition to Empty Nester status enjoyable
- Educate consumers in new high-value consumption habits
- Emphasize the fun aspects of the Empty Nester lifestyle
- Simplify and refine offerings
- Target Early Empty Nesters with high quality upgrades
- Encourage daily trading up in general consumption
- Target special occasions as an excuse to "splash out"
- Show how your brand fits new lifestyle values
- Offer quality by fulfilling high expectations
- Do not sacrifice quality and health for convenience
- Make meals exciting and novel
- Present Empty Nesters with mature and sophisticated products
- Demonstrate value for money to Late Empty Nesters
- Offer less of the best
- Deliver on all promises
- Demonstrate the value of the product
- Focus on wellness as an enabler
- Identify key health needs
- Introduce regimes to encourage regular healthy consumption
CHAPTER 4 APPENDIX
- Supplementary data
- Population
- Disposable income
- CPG spending
- Definitions
- Research methodology
- References
- Consumer sources
- Industry sources
- Government sources
- New product research
- How to contact experts in your industry
List of Tables
- Table 1: Empty Nesters in Europe and the US (m), 1998-2008
- Table 2: Annual per capita disposable income of Empty Nesters (€ & US$), 2003-2008
- Table 3: Empty Nesters' overall spending on groceries, drinks at home and personal care (€bn & US$bn), 2003-2008
- Table 4: Empty Nesters' annual per head spending on groceries, drinks at home and personal care (€& US$), 2003-2008
- Table 5: Empty Nesters' annual per head spending on food (€ & US$) 2003-2008
- Table 6: Empty Nesters' annual per head spending on alcohol (€ & US$) 2003-2008
- Table 7: Empty Nesters' annual per head spending on personal care (€ & US$) 2003-2008
- Table 8: Empty Nesters in Europe and the US (m), 1998-2008
- Table 9: Empty Nesters as a percentage of all Seniors, 1998-2008
- Table 10: Late Empty Nesters in Europe and the US (m), 1998-2008
- Table 11: Annual per capita disposable income for Empty Nesters (€ and US$), 1998-2008
- Table 12: Annual per capita disposable income for Early Empty Nesters (€ and US$), 1998-2008
- Table 13: Early Empty Nesters' disposable income as a percentage of the national average
- Table 14: Annual per capita disposable income for Late Empty Nesters (€ and US$), 1998-2008
- Table 15: Late Empty Nesters' disposable income as a percentage of the national average
- Table 16: Early Empty Nesters' annual household spending on groceries (€ & US$), 1998-2008
- Table 18: Early Empty Nesters' annual per capita spending on alcohol at home (€ & US$), 1998-2008
- Table 20: Early Empty Nesters' spending on personal care (€ & US$), 1998-2008
- Table 21: Late Empty Nesters' spending on personal care (€ & US$), 1998-2008
- Table 22: Definitions of terms used in the report
List of Figures
- Figure 1: Empty Nesters' annual disposable income as a percentage of national average, 2003-2008
- Figure 2: Culinary Web sites help consumers improve their dining experiences
- Figure 3: Progresso Soups' marketing
- Figure 4: Organic products targeted at Empty Nesters
- Figure 5: The New Covent Garden Food Co.'s Fresh Sauce (UK)
- Figure 6: Iglo Ready Meals (France)
- Figure 7: EZ Marinade (US)
- Figure 8: Drambuie whisky liqueur
