美國嬰兒潮世代：食品消費行動的變化

Baby Boomers: Changing Food Consumption Among Baby Boomers

出版商	Hartman Group, Inc.
出版日期	2007年04月	商品編碼	64140
內容資訊	英文
價格	US $ 10000 PDF By E-mail (Single User License)

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美國嬰兒潮世代：食品消費行動的變化 是由出版商Hartman Group, Inc.在2007年04月所出版的。這份英文市場調查報告書價格從美金10000起跳。

No other generation in history has been more intensely watched than Baby Boomers. Anything "boomer" makes headlines. And for good reason, with an estimated annual spending in the $2 trillion range, this consumer group of 79 million people has not just left its mark on the marketplace, it continues to redefine how aging consumers live, shop and use products.

As the eldest Baby Boomer turned 60 in 2006, health concerns brought on by their aging bear new economic and cultural resonance that cannot be ignored by tomorrow' s competitive food and beverage manufacturers, marketers and retailers.

What You Can Expect

Given that boomers' changing relationship with food and beverages, and health and wellness are occurring in an ever-complicating labyrinth of dining, product and retail options, Changing Food Consumption Among Baby Boomers: Looking Five Years into the Future will provide food manufacturers, food retailers and other interested stakeholders with the following insights:

Knowledge, attitudes and behaviors regarding health and wellness,
How this translates into current food purchase and consumption, and
Trends likely to unfold in five years' time.

The report takes a deep dive into baby boomers' dietary priorities, as expressed and as lived today, in order to predict their consumption habits in fiver years' time.

Executive summary presents key findings of the study.
CH I presents a general overview of why "boomer" has become a household term describing briefly demographics of this influential generation, its place in history and influence on key events of our time and how boomers view themselves.
CH II examines the values of this generation that is projected to become the American majority for a sizable share of the 21st century by taking a deep dive into understanding what it means to age, caring for their parents, inventing a new life stage, coping with the physiological changes of aging, and outlook on the future.
CH III identifies the three arenas where change occurs or is most likely to impact boomers: 1) family & household, 2) livelihood, and 3) physical health. These arenas are the most significant, in part, because the result of shifts in these areas, regardless of where and how they occur, alters and reshapes the character and amount of personal time available and the access to and freedom with resources.
CH IV delves into the varying engagement with healthy living practices and products based on boomers' particular positioning and orientation toward health and wellness. Probes barriers to staying fit and exercise practices and routines, views on eating habits, and triggers and gateways to awareness of healthy living.
CH V is an analysis of boomer product preferences that among many things, looks at fresh foods vs. processed, quality distinctions, willingness to explore new beverages with health benefits, attributes of healthy food that also taste good, snacking and beverages as opportunities, and the allure of premium brands in snacks and beverages.
CH VI provides a thought-provoking look at boomers' shopping, consuming and spending habits including different channels for different reasons, shopping experiences, definitions of quality at retail, trend toward self-diagnosis and the impact on shopping, eating out (both as an indulgence and habit), and travel as more than just a trip.
CH VII examines how boomers engage in information and the sources they use and trust for information on healthy living.
CH VIII provides conclusions and recommendations for food and beverage manufacturers, marketers and retailers.

Executive Summary

Chapter I. Who Are the Boomers?

Boomers as a Population
Historical Influences
Ideas of Security and Freedom
Strong Individualists - and Selective Consumers

Chapter II. Getting Old - Boomer Style

The Executive Producers of Their Own Lives
Boomers Compare Themselves to Their Parents
Interacting with Other Generations Is Important
Inventing a New Life Stage
The Process of "Becoming Philosophical"
A Positive Attitude
- Defying Gravity: The Aging Boomer Body
"Golf Will Get Old"
"They Won' t Call Us Seniors"
No "Sun City"
A House That Is a Home
Community Matters
Positive Attitude, Positive Results
Increasing Simplicity
Travel, Travel, Travel
Even Healthier Living

Chapter III. Key Boomer Differences - Life History, Age and Gender

Family and Household Arena
- Divorce
- Empty Nest
- Parents Die
- Becoming a Grandparent
Economic Livelihood Arena
- Lost Job - Retirement Without a Safety Net
- Secure Retirement
- Switch to Self-Employment or New Job
Physical Health Arena
- Changes to Physical Health
- Encounters with Disease and Deterioration Shift Awareness Around Physical Health
A Model to Show Different Orientations to Change and Opportunity
- The Adventure-Meter
Dancing Adventurers
- Personal Growth-Centered
The Family Anchor
- Family-Centered Growth
Non-Explorers
- Structure and Routine-Centered
Age-Specific Rites of Passage Are Key Markers of Differences
Key Insights
Economic Livelihood Changes
- Men
- Women
Household/Family Changes
Physical Changes
- Men
- Women

Chapter IV. Healthy Living, Boomers and the World of Wellness

Evolution in Wellness
Common Wellness Emphasis
Periphery Wellness Boomer Consumers
- "Bad Eating Habits" from the Past
- Focus on Health Driven by Others
- In Their Words: Periphery Wellness Boomers on Health
Mid-level Wellness Boomer Consumers
- More Self-Driven in Health and Wellness
- In Their Words: Mid-level Wellness Boomers on Health
Core Wellness Boomer Consumers
- Significant Lifestyle Commitment to Health and Wellness
- In Their Words: Core Wellness Boomers on Health
Finding Time for Staying Fit
- Older Boomers
- Younger Boomers
- Boomers with Children in the Home
Exercise Practices and Routines
- Outdoor Activities
- Combining Mental and Physical Discipline
- Everyday Tasks as "Exercise"
Healthy Living Is Part of Aging
- New Physical Limitations
- Staying Healthy to Live Longer
- Motivations for Living Healthy:
Triggers and Gateways to Awareness of Healthy Living
Named Health Concerns
- Conditions - Prevention and Management
- Weight Management
A Healthy Living Language Map
Codes of Healthy Eating
- A Culture of Healthier Living
- Paying More Attention to the Function of Food
- Taking More Time
- Goods and Bads

Chapter V. Emerging Boomer Product Preferences

Fresh Fruits and Vegetables Are Central to Healthy Eating
Fresh Also Means Less Processed or Homemade
A Quality Distinction
Natural Means Real or Authentic
Local Is Increasingly Important
A "Worthwhile" Indulgence is Necessary for Balance
Consumers Indulge in Gender-Distinct Ways
Indulgences Are Often Associated with Being Social
Exploring New Flavors Can Be an Adventure, and Healthy Too
- Exotic Cuisines Are an Adventure
- Eating Out Is Good for the Soul
Consumers Are Willing to Explore New Beverages with Health Benefits or Premium Quality
Boomers Feel Entitled to Have Healthy Food that Also Tastes Good
- Healthy Beverages that Taste Good and Fill You Up
- Waters that Aren' t So Boring
- Substitutes for Sweet That Aren' t High in Calories and Fat
- Healthy Snacks that Are Fun and Comforting
- New Flavors
Snacks and Beverages Are Significant Categories for Brand Exploration and Opportunity
- Social Occasions Are Crucial and Opportunities to Eat and Drink Snacks and Beverages
- Snacking and Drinking Liquids Are Associated with a Healthy Lifestyle
- Flexible Leisure Time Requires More Food Variety
Premium Brands Are Increasingly Attractive, Especially in Snacks and Beverages
Organic and Private Label Brands on the Rise
Nostalgic Brand Loyalty Decreases as Consumers Gain Fluency in Health and Wellness
- Products Associated with Childhood Are Often Associated with Bad Health
Gourmet or International-Origin Brands and Ingredients Are Intriguing
Ingredients to Avoid
Ingredients to Embrace
What Is on the Package
The Lack of a Package

Chapter VI. Shopping, Consuming, Spending

Different Channels for Different Reasons
- Flexible Time Brings Flexible Shopping
Natural and Specialty Channels - Select Retailers are Fertile Ground for Discovery
Grocery and Mass Channel Use
Positive In-Store and At-Shelf Experiences
Definitions of Quality at Retail - Health Perception is Key
- Channels Promoting "Fresh" Foods Are Compelling
- Quality and Healthiness Perceptions Varies by Health and Wellness Orientation
- "Real" and "Authentic" Are Increasingly Important
Trend Toward Self-Diagnosis Impacts Views of Pharmacy and Grocery Channels
- Boomers Seek Holistic Health Resources
- Neighborhood Pharmacies Ought to Be Neighborly Pharmacies
Eating Out Is Both a Luxury and a Habit
- Fast Casual Is a Habit and a Way of Life
- Dining Out as Vacation
- Eating Out is Part of a Healthy Lifestyle
Travel Is More than Just a Trip - It' s a Way of Life and a Way to Keep Living
- Boomers Will Expand What It Means to Travel
- Boomers Feel Entitled to Travel
- Boomers Comment on the Role of Travel in Their Lives
- Travel Is More than a Trip

Chapter VII. Information Sources

Social Networks
Low-Tech News Sources
Internet
Popular Celebrity Culture
Healthcare Practitioners
New Consciousness-Raising Channels

Chapter VIII. Conclusions and Recommendations

Provide Help with the Aging Process
- Support the Process of Reinvention
- Provide an Opportunity to Be an Expert
- Recognize Autonomy and Independence
- Celebrate the Life Stage
- Build a Positive Future
Simplify Information
- Label Products to Guide Not to Scold
- Overall, Less Packaging on Food Products
- Gentle Not Harsh, Provide Insights Not Hype
- Encourage Product Participation
Recognize New Freedoms and Directions
Celebrate and Support the Aging Body
Build and Support Travel Adventures
Accommodate Boomers of Varying Health and Wellness Orientations
- More Conservative Boomers
- More Progressive Boomers
General Food and Beverage Ingredient Recommendations
- Ingredients/Foods to Avoid or Reduce
- Ingredients/Foods to Promote or Accentuate
- Indulgence-Oriented Foods and Ingredients
- Beverages
- Snacks
Retail-Oriented Recommendations
- General Recommendation - Elegant Retail Space
- Accommodate Cross-Channel Shopping of Progressive Boomers
- Accentuate "Fresh" at Retail
- Exploit "Local" and "Authentic" Cues

Appendix I . Methodology

Ethnography
- One-on-One, In-Home Interviews
- Social Network Parties
- Shop and Talk Tours
- Online Discussion Groups
- Visual Ethnographic Artifacts (All consumers)