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市場調查報告書

食品市場上行銷手法的差異化:老年人和其他消費者的差異

How to differentiate Marketing between Aging Consumers and Other Audiences in Food markets

出版商 Canadean 商品編碼 325847
出版日期 內容資訊 英文 88 Pages
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食品市場上行銷手法的差異化:老年人和其他消費者的差異 How to differentiate Marketing between Aging Consumers and Other Audiences in Food markets
出版日期: 2015年03月12日 內容資訊: 英文 88 Pages
簡介

雖然一般認為「高齡消費者注重健康」,但其實他們更重視價格、便利性及味覺。此外55歲以上的消費者與以下的消費者消費行為差異其實不大,硬要針對年齡開發產品的意義其實不大。即使選擇重視健康的食品,比起對象年齡,也應選擇更重視機能性的食品。近年來對insperiences(在家裡也可體驗新味覺)產品的需求也在擴大。與此同時,一直以來都重視味覺及文化,並不期待變化的高齡者也偏多,廠商及零售業者應開發配合這些消費群需求的產品。

本報告提供全球食品市場上要開拓老年人市場 (55歲以上的高齡消費者) 時應採取的行銷手法分析,提供您老年人在選擇食品時所重視的項目,及隨著人口高齡化的市場環境變化,食品企業所應採取的策略等相關調查與考察。

簡介

  • 開拓55歲以上的消費者群,對品牌食品企業擴大收益而言是不可或缺的
  • 打碎老年人相關「神話」
  • 年齡層的境界線日益曖昧,隨著刻板印象已跟不上時代的腳步,創新NDP (新產品開發)和特定年齡層用產品的意義也漸漸消失

已開發國家的老年人世代,追求的是符合價格範圍內高便利性及嗜好的選擇

  • 對高齡消費者而言,「嗜好」的重要度
  • 「自由」品嚐新口味:意味著老年人必須騰出其他時間
  • 對老年人來說健康很重要,但和整體市場趨勢相比,變化的規模小
  • 對具有洞察力的老年人來說,「物超所值」便是一切

開發中國家的老年人世代可依傳統價值、味覺來開拓「物超所值」產品

  • 在分析高齡消費者想法時,需要特別重視「物超所值」和「生活方式」
  • 高齡消費者有「自己處於傳統價值觀和近代價值觀中間的」自覺
  • 預防疾病·維持健康:在為商品定位時應該重視事項
  • 在改善安全性·便利性的同時,也應該重視配合老年人的生活習慣

附錄

目錄
Product Code: CS0611IS

Summary

How to differentiate Marketing between Aging Consumers and Other Audiences in Food markets shows marketers how they can target the emerging opportunities among an important, under-targeted, and misunderstood consumer group: older consumers. An aging population means the consumption of those aged 55 and over will only grow, and to successfully cater to them, it is important for manufacturers to understand their motivations. To do this, the report highlights new product development for effectively targeting this group's motivations, and offers strategic recommendations to capitalize on the evolving motivations driving their consumption in both developed and developing economies.

Key Findings

  • Senior consumers are often considered as being overly concentrated on health, however, it is a far less important motivator than price, superior taste and convenience.
  • Consumption motivators among those aged 55 and over are similar to other adult groups. Disruptive NPD based solely on age will fail to connect with an older audience.
  • The older generation does not see their age as a burden and don't want to be seen as fragile. They want inclusive products, as opposed to specifically targeting their age
  • When the older generation does have age-aligned health problems, they seek products that are aimed at the condition rather than age bracket.
  • The demand for food products providing "insperiences", experiences at home, will grow, as it not only saves the effort of going out, but also offers better value for money, which is important for this group.
  • Culture and traditions define consumption patterns, especially for the older generation; rather than trying to change them, manufacturers and retailers should launch products that fit into consumers current lifestyles

How to differentiate Marketing between Ageing Consumers and Other Audiences in Food markets helps you to understand the motivations of the older generations and how to target them. This will help food manufacturers and retailers to launch products that are successful among this crucial target audience. This includes a wider understanding of the role factors, such as convenience, indulgence and health, play and how packaging design and positioning can play a role in meeting these needs. It also shows how culture and traditions influence consumers' preferences and priorities.

In particular, this report:

  • Identifies the key consumption motivators of those aged 55 and over and how they influence this group's consumption
  • Debunks the myths associated with an aging population
  • Explains how to communicate the health-related properties of a product without being intrusive
  • Shows how to add value to products by providing older consumers with important for them benefits, such as convenience and superior taste

Reasons To Buy

  • This report provides actionable insight into new opportunities emerging in Food markets due to the growing proportion of the older generation and identifies motivators that actually drive consumption behavior among those aged 55 and over
  • This report shows how to align products with the key need states of older consumers, and how to avoid disruptive NPD that targets the wrong needs and fails to connect with their audience
  • This report features product examples that will help to future proof NPD and marketing strategy to cater to an age group that will account for 25% of the global population by 2025
  • Cross-category analysis highlights proven product strategies you can adapt to your category before your competitors

Table of Contents

Introduction

  • Targeting consumers aged 55 and over will be crucial to food brands' profitability
  • Debunking the myth associated with an aging population
  • Disruptive NPD and age specific products are becoming increasingly unnecessary as differences between age groups become increasingly blurred and age stereotypes outdated

The aging population of developed economies seeks convenient and indulgent options at justified prices

  • Indulgence is important for senior consumers
  • A new found sense of freedom means seniors want to free up time spent on chores
  • Health is important to senior consumers - but it is more around making small changes than wholesale changes
  • Value for money is everything for more discerning older consumers

The older generation of the developing economies can be targeted with value for money offering that enhance their traditional values

  • Value for money and means of support are among the factors that need to be taken into account when analysing the attitudes of senior consumers
  • Senior consumers are finding themselves at a tipping point between traditional and modern values
  • Disease and health maintenance should be a core focus of product positioning
  • Improved safety and convenience should also be positioned around helping facilitate the senior consumers' lifestyles in their older age

Appendix

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