US and Western European Midlifers number almost 180 million consumers. This group spends some US$149 billion annually on alcoholic drinks. Midlifers are often seen as societys mainstream, whose lives are settled and resistant to change. However, many social forces are converging to make the drinks consumption behavior of Midlifers more varied, similar to that of Young Adults.
Scope
- In-depth qualitative data covering Midlifers consumption behavior with regard to alcoholic beverages
- Extensive primary research of consumers and industry experts to uncover the latest thinking and reveal emerging opportunities
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Highlights
Midlifers are more motivated by seeking pleasurable experiences over tangible goods than ever before. Their increasingly individual living arrangements combined with the postponement of settling down mean that socializing with friends is a top priority that can is frequently enhanced by moderate alcohol consumption.
Midlifers do exhibit behavior contrary to their beliefs and attitudes but are more aware of this gap and the necessary trade-offs it demands than is true of other groups. They seek products that provide an acceptable compromise of the best of both worlds, especially in the pursuit of striking the right work/life balance.
Midlifers are open to youthful trends that affirm their inner youthfulness, but will not slavishly follow fads that do not speak their language. They seek authentic alcoholic beverages with a genuine quality proposition that match their changing need states and occasions, especially dining out or home cooking.
Reasons to Purchase
- Understand the attitudes driving Midlifers drinks consumption behavior
- Improve your marketing strategy by tailoring campaigns directly to the right people within the Midlifer consumer group
- View best practice examples of targeting products towards Midlifers
