本報告已在2011年07月19日停止出版。
2004 年 50 歲以上的銀髮族消費中，以價格為決定基礎的個人保健用品、食物飲料佔 40％ 以上，在各種市場部門均發揮宏大的影響力。預測歐洲 50 歲以上人口將從 1999 年的 1 億 2,590 萬人增至 2009 年的 1 億 4,230 萬人，而同期間美國將從 7,550 萬人增至 9,620 萬人左右。
擅長多領域市調分析的英國專業公司 Datamonitor Corporation（總公司：倫敦），調查分析了 50 歲以上消費者的支出動向後，出版了一本綜合報告書 “Capturing 50-plus Year Olds Spending in 2006”。
報告書內容包括：影響銀髮族消費行動的社會趨勢、該世代特有的經驗與需求、各國與各市場各年齡層消費比率比較資料、歐洲市場重點分析、企業行動點等等，報告書含圖表，內容綱要摘記如下：
第 1 章 摘要
第 2 章 未來預測
- 趨勢：50 歲以上的消費者是目前增加較多的年齡層
- 趨勢：空巢家庭急速增加
- 觀察：食品飲料、個人保健產品消費金額高者，銀髮族占大比率
- 觀察：50 歲以上的消費者較富裕，追求高品質
- 觀察：銀髮族具特徵多樣性
- 觀察：高齡消費者的溝通課題
- 觀察：對年齡增加的意識變化
- 觀察：對健康的關注隨年齡增加健康
- 觀察：銀髮族非常趨向簡便
- 結論
第 3 章 企業行動點
- 企業需努力將銀髮族包含至目標內
- 將銀髮族置於行銷理念中心
- 強調健康，以銀髮族為目標
- 瞄準成熟化趨勢
第 4 章 附錄
- 定義
- 調查方法論
- 參考文獻
- 市場專家聯絡窗口
- 圖表清單
Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- The future decoded
- 50-plus year old consumers represent a large and growinggroup
- Many older consumers are wealthy quality seekers
- Huge diversity characterizes the Senior lifestage
- Older consumers offer communication challenges
- Attitudes towards ageing are changing
- Health concerns increase with age
- Seniors have strong convenience needs
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- Recognize the Senior consumer as consisting of two maingroups
- TREND: 50-plus consumers represent a large and growingdemographic group
- TREND: Empty Nesters are a rapidly growing group
- The number of Early Empty Nesters is growing fastest
- INSIGHT: Seniors account for a significant amount offood, drink and
personal care consumption
- INSIGHT: 50-plus consumers are wealthy quality seekers
- Seniors higher incomes and wealth make them an attractivetarget
segment
- Seniors are driving a trend towards maturalism
- Older consumers are likely to trade up
- High quality products are also chosen to facilitateindulgent
cocooning occasions
- INSIGHT: Huge diversity characterizes the Senior lifestage
- Period effects must be understood for effectivemarketing
- A diverse range of lifestyle groups reflects the lifestagediversity
- Three main lifestyle/attitude groups exist
- Seniority marks an important period of change andre-evaluation
- Diverse incomes also reflect Senior lifestage complexity
- Seniors employment patterns are becoming less predictable
- Early retirement is becoming less practical for olderconsumers
- INSIGHT: Older consumers offer communication challenges
- Many older consumers are unable to relate toadvertisements
- Older consumers, especially Late Seniors, are able tocomprehend the
point of persuasion
- Many current Seniors feel ignored, alienated andstereotyped my the
advertising world
- Seniors are cynical consumers of marketing spin
- Seniors are also cynical about claims concerning productefficacy,
especially with regard to health
- Because of this cynicism older consumers are more likelythan average
to rely on word of mouth
- Seniors are most concerned about having own age rolemodels in
advertisements
- Seniors are still not being used enough in productadvertisements...
- ...but the tide is changing somewhat
- Older consumers most expect marketing and products toreflect their
personal situations
- INSIGHT: Attitudes towards ageing are changing
- Attitudinally, older consumers are showing moresimilarities to younger
generations
- Age is less useful as a role definer
- Cool consumerism is becoming a relevant to the 50-plusmarket
- Seniors self-perception is shaped by their state of mind
- Seniors typically feel 12-15 years younger than theyactually are
- But their physical abilities need to be considered
- Age is often a source of pride
- Retirement is about being active and adventurous
- Older consumers are increasingly experimental and open tonew
experiences
- Seniors are not necessarily brand loyal
- Late Seniors are more likely to have established and morerigid
preferences
- Older consumers increasingly embrace new technologies
- INSIGHT: Health concerns increase with age
- Old age is a trigger point for a greater emphasis beingplaced upon
health
- 50-plus consumers try to adopt healthier eating habits
- Older consumers are cautious towards a broad range ofissues
- Weight problems are more pronounced with age
- Early Seniors need energy and preventative health measures
- Late Seniors are more focused on specific diseasemaintenance
- Seniors are under-capitalized in the functional food arena
- Seniors are becoming more active
- Taking steps to reduce stress is highly relevant to olderconsumers
- Time spent on personal appearance takes on addedimportance with age
- Seniors account for more than a third of personal careoccasions
- Older consumers are under-served in haircare and skincare
- Older consumers are important cosmeceutical consumers
- INSIGHT: Seniors have strong convenience needs
- Seniors are time maximizers having strong convenienceneeds
- While Seniors value convenience they also want to maintainpride
- Older consumers are under-targeted in the c-store arena
- Conclusions
- Demographic shifts will provide new impetus
- CHAPTER 3 ACTION POINTS
- Introduction
- ACTION: Make Seniors inclusive of targeting efforts
- Avoid the pitfalls of self-referential creatives
- Shift the center of gravity in your marketing campaigns
- Tactic 1: Targeting older consumers psychological age
- Tactic 2: Make Senior focused brands more relevant toyounger
consumers
- Use ageless marketing to make older consumers inclusive
- ACTION: Target Seniors core values with your marketingconcept
- Connectedness: use scenes of family interaction and socialbonding in
communications
- Self-sufficiency: create Senior friendly packaging andproduct formats
- Self-sufficiency: show Seniors as capable andsophisticated consumers
- Communications should play to the positive values ofmaturity
- Self-sufficiency: be careful in the use of language inadvertising and
packaging
- Realism and honesty: strike a balance between realisticand
aspirational messages
- Reality, not iconography, is likely to produce the bestresults
- Feature inspirational "real-life" contemporariesfrom their
generation
- Feature celebrities from their generation in advertisingcampaigns
- Realism and honesty: target the media savvy older consumerwith
infomercials
- Prioritize communication methods that facilitate detailedinformation
- They want to see a focus on product functionality
- Realism and honesty: build word of mouth communicationstrategies to
target older consumers
- Tap into older consumers nostalgia for youth
- Personal growth: portray Senior lifestyles positively andcommunicate
their active enjoyment of life
- Communicate their active enjoyment of life
- Case-study: Poise focusing on an uplifting message
- Respect their wisdom and experience
- Targeting their lifestyle activities and interests
- Individualism: ensure that products are marketed for theirspecific
needs and preferences
- Offer more diversity for older consumers
- Recognize the diversity of attitudes and needs of olderconsumers
- ACTION: Target older consumers growing emphasis on health
- Extend trusted health brands
- Stop promoting feelings of sacrifice, inadequacy or lackof control
- Build relationships with the expert community
- Become a healthy lifestyle information provider
- Target older consumers with functional and cosmeceuticalproducts to
address their specific health needs
- Offer consumers the means to fight the signs of ageing
- Target Seniors with nutraceuticals by highlighting
producteffectiveness
- ACTION: Target the maturalism trend
- Target Seniors with masstige and premium products
- Ensure that quality is reflected by core productattributes
- Promote products as an escapism from problems of old age
- CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- References
- How to contact experts in your industry
- List of Tables
- Table 1: Definition of consumer groups
- Table 2: Population by age group (m), Europe and US,1999-2009
- Table 3: Senior populations in Western Europe and theUS, by age, and
country, 1999-2009
- Table 4: Empty Nesters as a percentage of all Seniors,1999-2009
- Table 5: Number of Empty Nesters in Europe and the US(m), 1999-2009
- Table 6: The % and overall market value (US$ million)accounted for by
45+ year old consumers food consumption, by category(bakery, confectionery,
dairy food, frozen food, meat, fish and poultry,ready meals, sauces &
condiments), by country, 2004
- Table 7: The % and overall market value (US$ million)accounted for by
45+ year old consumers drinks consumption, by market(beer, cider, coffee,
tea, bottled water, carbonates, juices and RTD tea& coffee), by country,
2004
- Table 8: The % and overall market value (US$ million)accounted for by
45+ year old consumers personal care consumption, bymarket (haircare,
make-up, oral hygiene, personal hygiene, skincare), bycountry, 2004
- Table 9: Mean disposable income per capita by age (?)in Europe and the
US, 1998 - 2008
- Table 10: The % of European and US consumers who enjoyedsmall
indulgences to escape the pressures of everyday life more orsignificantly
more in 2004
- Table 11: Distribution of population by income group byage and country
- Table 12: Seniors in employment (m) across Europe andthe US , 2003
- Table 13: The percentage of Boomers who completely ormostly agree that
you needs to be cautious serving foods with specificnutrients
- Table 14: Functional food and drink share of volumeconsumption by age
group, Europe & US, 2004
- Table 15: US health club membership, by age, 1987-2003
- Table 16: Overall number of personal care occasions byage group, Europe
and US combined, 2004-2009 (millions)
- Table 17: The percentage of personal care consumptionvalue by late
Mid-Lifers and Seniors relative to their populationsweightings, by category,
2004
- Table 18: Consumer survey: percentage of consumers whowould be willing
to pay more for cosmetics and toiletries with activeingredients for their
specific requirements by gender and age
- Table 19: Proportion of Seniors living alone (%) inEurope and the US,
1995-2025
- Table 20: The percentage of ready meal and frozen foodconsumption value
by late Mid-Lifers and Seniors relative to theirpopulation weightings, 2004
- Table 21: Shifting the centre of gravity is a key tacticin making older
consumers inclusive of targeting efforts
- Table 22: Examples of ageless marketing in practice
- Table 23: Best practice in packaging and formatadaptation to better meet
Seniors needs
- Table 24: An example of effectively appealing toSeniors increasing
tendency to seek fun, excitement and new experiences
- Table 25: Examples of health products catering toSeniors
- Table 26: Definition of terms
- List of Figures
- Figure 1: Actions for targeting Senior consumers can begrouped under
seven core themes
- Figure 2: The percentage of the population aged 50 andover will exceed
30% in all featured countries by 2009
- Figure 3: Older consumers are more likely to cocoon:they regard their
home as a "retreat from the outside world"
- Figure 4: The sheer length of the Senior lifestage isrepresentative of
the diversity associated with Senior consumerism
- Figure 5: Recognizing period effects and how theyshape older
consumers values, attitudes and behavior is crucial todeveloping successful
marketing campaigns
- Figure 6: Seniors can be targeted by recognizing threedistinct lifestyle
groups
- Figure 7: Life events experienced that impact onconsumption behavior
- Figure 8: Consumers aged 50-64 are particularly cynicalabout health
claims made by food and drinks players
- Figure 9: Older consumers, distrusting of conventionalmedia, are more
likely than their younger counterparts to rely on word ofmouth
recommendations
- Figure 10: As consumers age, they place more importanceon advertising
featuring characters their own age
- Figure 11: Older consumers place a higher level ofimportance upon
marketing that reflects their personal situation
- Figure 12: Older consumers, especially those aged 65 andover, attach
more importance than younger cohorts to customized solutionstailored to
specific needs
- Figure 13: Older consumers aspirational ages reflecttheir fear of
ageing and desire to be younger
- Figure 14: 50-64 year olds relative dislike of theirage can be
accounted for by an innate fear of ageing and a desire tomaintain a youthful
appearance
- Figure 15: Older consumers now embody open-mindedattitudes and show a
similar propensity to other age cohorts in trying newthings
- Figure 16: The proportion of US consumers that try tostick to well-known
brand names (1975-2000) does not significantlyincrease with age according to
this study
- Figure 17: Older consumers were most likely to havetaken active steps to
improve health in 2003-04, highlighting how old agecan act as a trigger
point towards making new lifestyle choices
- Figure 18: Stress is a lifestyle problem also relevantto old age
- Figure 19: The importance of spending time on personalappearance
increases with age
- Figure 20: Exploring the trigger points impactingcosmeceutical uptake
highlights why older consumers are, and will continueto be, vital in driving
the market forward
- Figure 21: Summary: there are many actionableimplications stemming from
our insight into older consumers
- Figure 22: Self-referential creative processes hindereffective targeting
of older consumers
- Figure 23: There are two core strategies which marketerscan follow to
ensure Seniors are incorporated into targeting efforts
- Figure 24: Older consumers aspirational ages reflecttheir fear of
ageing and desire to be younger
- Figure 25: Marketers should ensure that products andcommunications are
aligned with 5 core values
- Figure 26: Images used in the Dove "RealBeauty" campaign
capitalize on older consumers desire for attainablebeauty
- Figure 27: Two phases characterize successful viral andword of mouth
campaigns
- Figure 28: Fear of the visible signs of ageing will havethe greatest
influence on consumers use of cosmeceuticals
- Figure 29: Following these actions will help inattracting the quality
seeking, wealthier older consumer
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