Marketing to Baby Boomers - UK - February 2015


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68pages

Mintel

$ 3555

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Whilst many Baby Boomers enjoy financial stability, health is a major consideration for all in this generation. Brands could benefit from focusing on this aspect through their marketing, offering help, guidance and advice to Baby Boomers with existing conditions, or positioning products as helping to keep potential health issues at bay.
Table of Content

Introduction

Report definition
Abbreviations

Executive Summary

Baby Boomers account for nearly a quarter of UK population
Figure 1: UK population, by generation, December 2014
Focus on getting the best deal when shopping for food and drink
Figure 2: Baby Boomers’ attitudes towards buying food and drink products, December 2014
Baby Boomers prove patriotic when it comes to buying clothing and shoes
Figure 3: Baby Boomers’ attitudes towards buying clothing and shoes, December 2014
Just three in 10 spend less on beauty and personal care than they used to
Figure 4: Baby Boomers’ attitudes towards buying personal care, toiletry and beauty products, December 2014
Baby Boomers confident when it comes to buying technology
Figure 5: Baby Boomers’ attitudes towards buying technology products, December 2014
Baby Boomers more likely to feel stereotyped in marketing
Figure 6: Agreement with selected statements regarding marketing and advertising, Baby Boomers vs all adults, December 2014
What we think

Issues and Insights

Opportunity to help Baby Boomers lead healthier lives
The facts
The implications
Scope to feature more Baby Boomers in marketing
The facts
The implications
Encouraging Baby Boomers to trade up
The facts
The implications

Trend Application

Trend: Patriot Games
Trend: Many Mes
Trend: Click and Connect

Market Drivers

Key points
Baby Boomers account for nearly a quarter of UK population
Figure 7: UK population, by generation, December 2014
Rise of the ‘Silver Splitter’
Figure 8: Age at Divorce, 2000-12
Baby Boomers downsize
Figure 9: Household size, Baby Boomers vs all, December 2014
Home ownership high amongst Baby Boomers
Figure 10: Household ownership, Baby Boomers vs all, December 2014
Nearly half of Baby Boomers still in work
Figure 11: Working status, Baby Boomers vs all, December 2014
Financial perceptions
Figure 12: Perceptions of finances, Baby Boomers vs all, December 2014
The greatest proportion of diabetics are aged 60-69
Figure 13: Incidence of diabetes, by age, 2013
Media usage habits
Television the most favoured media
Figure 14: Baby Boomers’ media usage habits, December 2014
Social media provides new channel for targeting Baby Boomers

The Consumer – Sources of Information for New Products

Key points
In-store advertising the main source of information about new products
Figure 15: Sources of information for new products, by selected categories, December 2014
Television adverts prove key source of information
The influence of family and friends
Figure 16: Sources of information for new products, by selected categories, December 2014
The internet takes off for clothing and technology
Figure 17: Sources of information for new products, by selected categories, December 2014
Figure 18: Kipling Friends programme, October 2014

The Consumer – Attitudes towards Buying Food and Drink Products

Key points
Baby Boomers focus on the getting the best deal
Figure 19: Baby Boomers’ attitudes towards buying food and drink products, December 2014
Creatures of habit
Figure 20: Aldi ‘Like Brands, Only Cheaper’ campaign, 2014
Health-based considerations
Figure 21: Agreement with the statement “I avoid buying certain foods/drinks due to health conditions I have”, by generation, December 2014
Figure 22: Examples of products carrying health claims, 2014

The Consumer – Attitudes towards Buying Clothing and Shoes

Key points
Baby Boomers keen to get the best deal
Figure 23: Baby Boomers’ attitudes towards buying clothing and shoes, December 2014
Fashion retail continues to grow online
Baby Boomers show heightened sense of nationalism
Figure 24: Agreement with the statement “I prefer to buy clothing/shoes made in Britain”, by generation, December 2014
Baby Boomers have their own sense of style
Figure 25: Marks & Spencer ‘Leading Ladies’ Campaign, March 2014

The Consumer – Attitudes towards Buying Personal Care and Beauty Products

Key points
Just three in 10 spend less on beauty and personal care than they used to
Figure 26: Baby Boomers’ attitudes towards buying personal care, toiletry and beauty products, December 2014
Protection and prevention
Figure 27: Agreement with selected statements related to buying BPC products, by generation, December 2014
Figure 28: Examples of product launches carrying ant-ageing claims that also claim to protect the skin from future damage or ageing, 2014

The Consumer – Attitudes towards Buying Technology Products

Key points
Baby Boomers confident when it comes to buying technology
Figure 29: Baby Boomers’ attitudes towards buying technology products, December 2014
Baby Boomers replace technology only when necessary
Figure 30: Attitudes towards buying technology products, Baby Boomers vs all, December 2014

The Consumer – Marketing Influences and Attitudes

Key points
Emphasis on cost-cutting
Figure 31: Baby Boomers’ attitudes towards marketing and advertising as influencers, December 2014
Three in five concerned about handing personal information to retailers
Figure 32: Baby Boomers’ attitudes towards marketing and advertising, December 2014
Baby Boomers more likely to feel stereotyped in marketing
Figure 33: Agreement with selected statements, Baby Boomers vs all, December 2014

Appendix – Market Drivers

Figure 34: Demographic profile of Baby Boomers, December 2014