Abstract
Overview
Introduction
82.8% of alcoholic drinks marketers feel more must be done to target Seniors (50 year olds and above). There is clear commercial incentive to target Seniors as their spending on alcoholic drinks was worth US$100.5m in Europe and US$82.1m in the US in 2005. Their spending is expected to rise by 1.7% annually in Europe and 2.5% annually in the US with increasing rates of premium product purchasing.
Scope
- Quantitative data outlining the current and future value and volume of the Seniors alcoholic beverages market by country, and category.
- Extensive demographic and social trends data highlighting the future direction of the Seniors consumer age group.
- Qualitative data highlighting the attitudes, values and behaviors of Senior consumers.
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Report Highlights
Younger consumers are often the target for drinks marketers as they are considered to be viable targets for brand-switching behavior. However, 92% of Seniors in the US and 88% in Europe feel it is important to try new and enriching experiences.
Today's Early Seniors remain active and young-at-heart. Over 89% of Seniors in the US and Europe feel it is important to improve their health. Their attitude-behavior gap is the lowest of all age groups as over 70% of Seniors have backed up their good intentions with positive action.
82.8% of drinks industry experts feel that Seniors are treated as one homogeneous lump yet 0% of respondents feel that Seniors are 'all the same'. There is clearly a major disconnect between perception and treatment of the over 50s that the drinks industry must address.
Reasons to Purchase
- Avoid volume decline by targeting Seniors with more suitable products that encourage their frequent but moderate drinking.
- Protect your brand from the whims of fickle, peer-pressure inspired Young Adults by targeting the quality-driven preferences of Seniors.
- Examine how to align your alcoholic drinks portfolio with the changing demography of society to avoid obsolescence.
Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- Senior consumers are not a homogeneous group
- Health is an important concern for Seniors
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- TREND: The Seniors market is growing in Europe and the US
- The European market is set for continued value growth
- The volume growth in the Seniors market lags behind valuegrowth
- The US Seniors drinks market is growing faster thanEurope's
- Seniors in the US are also reducing their drinking volume
- The Seniors drinks market is dominated by value of theon-trade
- US Seniors are price sensitive in the off-trade
- The European market is set for continued value growth
- TREND: The over-50s are the fastest growing demographic
- Population pyramids are top heavy in the US
- The population is also aging in Europe
- Seniors are a growing group across Europe and the US
- Life expectancy is rising
- Marketers must serve seniors due to their sheer numbers
- Population pyramids are top heavy in the US
- TREND: Baby boomers still have high expectations
- The Boomer generation helped to change the world
- Baby boomers have always embraced public protest
- Values are important to seniors
- Seniors see life less in black and white
- Baby boomers are used to dominating consumer markets
- Boomers become more demanding as their needs change
- Seniors don't want to be slowed down by old age but needto make changes
- INSIGHT: Seniors generally have a high level of affluence
- Seniors have benefited most from the housing market boom
- Early Seniors are near to the pinnacle of their careers
- ...but, pension concerns still affect many Seniors
- Pension concerns are often well-founded
- Bridge jobs are now more inspired by necessity thantransition/enjoyment
- The 'Sandwich Generation' is burdened on two fronts
- Parents put a dual financial strain on Early Seniors
- INSIGHT: Senior consumers are not a homogeneous group
- Cumulative life experience makes Seniors more diverse
- The importance of peer pressure declines with increasedmaturity
- Gender affects personality changes in later life
- Male consumers calm in later life
- Female consumers tend to become more assertive
- Cumulative life experience makes Seniors more diverse
- INSIGHT: Alcohol can benefit Seniors' health
- Alcohol's blood-thinning properties are most beneficial toSeniors
- Wine is also thought to be beneficial to dental health
- Health is an important concern for seniors
- Seniors follow up their health intentions with action
- Weight maintenance is a key issue for many seniors
- The effects of excessive alcohol consumption grow with age
- Boisterous, excessive public alcohol consumption is rareamong Seniors
- Alcohol's blood-thinning properties are most beneficial toSeniors
- INSIGHT: Current marketing to seniors is off the mark
- The majority of marketing is aimed at younger consumers
- The majority of advertising creatives are young adults/midlifers
- Marketing aimed at Seniors is misplaced and patronizing
- Cutting through media clutter is essential to reach theSenior audience
- Seniors see themselves as young-at-heart
- Ageless marketing is needed to bridge the generationaldivide
- Seniors are open to trying new products
- As consumers mature they seek variety and rewardingexperiences
- Impaired taste receptors dim Seniors' palates
- The majority of marketing is aimed at younger consumers
- INSIGHT: Not all seniors are healthy, affluent, 'silversurfers'
- Health and illness are still key issues for seniors
- Baby are boomers open to lifestyle conditions
- Older seniors have genuine health problems
- Technology has varying degrees of uptake among Seniors
- Web access is high among Early Seniors
- Senior needs may require product tailoring andmodification
- Product modification can prove costly andcounter-productive
- Health and illness are still key issues for seniors
- Conclusions
- CHAPTER 3 ACTION POINTS
- Introduction
- Understand Seniors to serve them better
- Research Seniors to know their needs
- Connect with them better through relevant channels
- Advertise to seniors more effectively
- Use ageless marketing to target multiple audiences
- Wine brands have already tuned in to ageless marketing
- Use ageless marketing to target multiple audiences
- Target seniors with premium products
- Sell Seniors the taste experience for its own sake
- Combine intensity of flavor with drinkability
- Add richness of flavor to excite educated palates
- Maintain lightness to suit mature digestive systems
- Reduce carbonation to reduce bloating
- Target Seniors with more appropriate formats
- Improve portability with smaller packs
- Accommodate smaller appetites
- Use nostalgia sparingly
- Focus on non-verbal cues rather than explicit nostalgicmessages
- Incorporate authenticity to create a compelling brandstory
- Use brand extensions to eliminate trust gaps among Seniors
- Conclusions
- CHAPTER 4 APPENDIX
- Supplementary data
- Research methodology
- References
- Definitions
- Future readings
- Report writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Seniors' alcoholic drinks market value (US$ m),Europe 2000-2010
- Table 2: Seniors' alcoholic drinks market volume (litersof pure alcohol m), Europe 2000-2010
- Table 3: Seniors' alcoholic drinks market value (US$ m),US, 2000-2010
- Table 4: Seniors' alcoholic drinks market volume (litersof pure alcohol m), US, 2000-2010
- Table 5: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Europe, 2000-2010
- Table 6: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Europe, 2000-2010
- Table 7: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, US, 2000-2010
- Table 8: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, US, 2000-2010
- Table 9: Adult population by age group (m), US,2000-2010
- Table 10: Adult population by age group (m), Europe,2000-2010
- Table 11: Population by age group as % of adultpopulation (LDA and above), US, 2000-2010
- Table 12: Population by age group as % of adultpopulation (LDA and above), Europe, 2000-2010
- Table 13: Consumers suffering from bone health problems(m), Europe and US, 2000-2010
- Table 14: Indices of daily or near daily access to theInternet by country and age group, Europe, 2005
- Table 15: Seniors' alcoholic drinks market value (US$m), France, 2000-2010
- Table 16: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, France, 2000-2010
- Table 17: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), France, 2000-2010
- Table 18: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, France, 2000-2010
- Table 19: Seniors' alcoholic drinks market value (US$m), Germany, 2000-2010
- Table 20: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Germany, 2000-2010
- Table 21: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Germany, 2000-2010
- Table 22: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Germany, 2000-2010
- Table 23: Seniors' alcoholic drinks market value (US$m), Italy, 2000-2010
- Table 24: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Italy, 2000-2010
- Table 25: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Italy, 2000-2010
- Table 26: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Italy, 2000-2010
- Table 27: Seniors' alcoholic drinks market value (US$m), Netherlands, 2000-2010
- Table 28: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Netherlands, 2000-2010
- Table 29: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Netherlands, 2000-2010
- Table 30: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Netherlands, 2000-2010
- Table 31: Seniors' alcoholic drinks market value (US$m), Spain, 2000-2010
- Table 32: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Spain, 2000-2010
- Table 33: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Spain, 2000-2010
- Table 34: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Spain, 2000-2010
- Table 35: Seniors' alcoholic drinks market value (US$m), Sweden, 2000-2010
- Table 36: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Sweden, 2000-2010
- Table 37: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Sweden, 2000-2010
- Table 38: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Spain, 2000-2010
- Table 39: Seniors' alcoholic drinks market value (US$m), UK, 2000-2010
- Table 40: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, UK, 2000-2010
- Table 41: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), UK, 2000-2010
- Table 42: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, UK, 2000-2010
- Table 43: Seniors' alcoholic drinks market value (US$m), Rest of Europe, 2000-2010
- Table 44: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Rest of Europe, 2000-2010
- Table 45: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Rest of Europe, 2000-2010
- Table 46: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Rest of Europe, 2000-2010
- Table 47: Seniors' alcoholic drinks market value (US$m), US, 2000-2010
- Table 48: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, US, 2000-2010
- Table 49: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), US, 2000-2010
- Table 50: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, US, 2000-2010
- Table 51: Government sources
- Table 52: Definitions
- List of Figures
- Figure 1: Seniors are considered diverse but are treatedas one group
- Figure 2: Seniors are proactive in improving theirphysical health
- Figure 3: Life expectancy is rising in Europe and the US
- Figure 4: Seniors put great value on principles
- Figure 5: The importance of values to Seniors varies bycountry
- Figure 6: Seniors are benefiting most from recentproperty booms
- Figure 7: Early seniors are often exposed to dualfinancial drains
- Figure 8: Seniors are considered diverse but are treatedas one group
- Figure 9: Consumers become more diverse in Laterlifestages
- Figure 10: Seniors feel it is important to improve theirphysical health
- Figure 11: Seniors are proactive in improving theirphysical health
- Figure 12: The prevalence of obesity increases with agein the US
- Figure 13: Senior consumers agree there is now too muchadvertising
- Figure 14: Most Seniors are happy with their age
- Figure 15: Most Seniors state there is little value inusing senior characters in advertising
- Figure 16: Seniors need to connect with characters usedin advertising
- Figure 17: Seniors are open-minded about trying newthings
- Figure 18: Seniors want to live life to the full
- Figure 19: US seniors are key novelty-seeking consumers
- Figure 20: Seniors want good health but will notsacrifice taste
- Figure 21: Daily or near-daily web use by Seniors variesby country (2005)
- Figure 22: Internet access declines with age in the US
- Figure 23: Seniors must be better targeted but notexclusively
- Figure 24: Age complexity makes ageless marketingessential
- Figure 25: Senior consumers are a key market for premiumdrinks
- Figure 26: Enhanced flavor formulations can boost tasteexperiences
- Figure 27: Light drinks help maintain weight foryouthful Seniors
- Figure 28: Reduced carbonation improves drinkability ofbeers
- Figure 29: Reduced carbonation has many benefits forSeniors
- Figure 30: Convenient packs facilitate carrying andmoderate drinking
- Figure 31: Large pack formats are better suited to YoungAdults
- Figure 32: The use of heritage must amount to more thannostalgia
