Trends in Seniors behavior are shattering traditional assumptions of the group. Companies need to understand and interpret the changes in order to capitalize on the new emerging opportunities. Seniors are demanding novelty and convenience from purchases but are not prepared to sacrifice quality, health and individuality.
Scope
Exhaustive review of best practice NPD and marketing campaigns from around the world
Comprehensive primary research covering senior industry figures to uncover the latest thinking in targeting Seniors
Actionable recommendations explaining how to effectively develop and position a brand with respect to the market changes
A comprehensive analysis of the Seniors group covering demographics, social issues and emerging unmet needs and behaviors
Highlights
The changing Senior group has resulted in the creation of a generation with higher disposable income but limited leisure time. Todays Seniors are more experimental and are willing to pay a premium to trade-up to higher quality, convenient food and drinks and those that provide proven health benefits
In 2003 Seniors accounted for almost 40% of all European personal care occasions, which is higher than younger groups who have traditionally been the focus of marketing activity in personal care. In Europe and the US the number of occasions amongst seniors is the fastest growing, with respective CAGRs over the next five years of 2.5% and 1.5%
Marketers often confuse habit with loyalty and believe Seniors are unattractive to target as they have fixed behaviors. However, Seniors often purchase out of habit rather than loyalty. Thus, providing Seniors with information on the real benefits of a product will encourage switching among Seniors and satisfy their thirst for knowledge
Reasons to Purchase
Learn new insights and uncover unmet needs about the highly profitable Seniors group in Europe and the US
Recognize key trends in Seniors behavior and understand how to capitalize on the new opportunities revealed
Discover how to tailor your NPD and marketing campaigns to more accurately target Senior consumer groups
