Targeting Seniors Effectively provides unique insights about how social trends, life experiences and needs impact seniors’ purchasing behavior. Drawing upon numerous examples of successful or ineffective marketing concepts in the packaged goods (CPG) industry, this report represents the definitive guide for all companies seeking to target seniors effectively
Scope
* Specific analysis of incomes, employment patterns, living arrangements and CPG spending by different segments.
* Analysis of pan-European and country specific data concerning health, obesity, lifestyle activities and interests, and their marketing implications.
* General and category specific analysis of social trends, generational experiences, and need states impacting European seniors' lives and consumption.
* Detailed action points pinpointing how to devise effective marketing concepts that appeal to senior consumers across Europe.
Report Highlights
The number of senior consumers in Europe is set to grow from 127 million in 2002 to 147 million in 2007. With an average disposable income of €19,800 Europeans aged 50-64 represent a highly attractive segment. However a new age of senior consumerism will force marketers to change their conventional approaches to targeting older consumers.
Although seniors show greater awareness towards healthy eating and drinking, prevalence of obesity and cholesterol levels remain high. Marketers must resolve the indulgence versus health issue and focus on communicating product benefits rather than emphasizing the problems they seek to counter.
Seniors continue to feel alienated from ineffective marketing activity. In appropriate circumstances, marketers can make use of ‘ageless marketing’ in order to target seniors with their product offerings without alienating other younger audiences. In such circumstances it is appropriate to use advocates with cross generational appeal.
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