Boomers: Now They Are Sixty: Changing Consumption Habits of 40-60 year-olds to 2010

Euromonitor International's Boomers: Now They Are Sixty: Changing Consumption Habits of 40-60 year-olds to 2010 Strategy Briefings is a series of reports that alert you to global trends predicted to influence consumer markets. They offer insight to changing market conditions and the opportunities and challenges companies need to consider to maintain a competitive advantage

Why buy this report

• Get insight into trends in market performance
• Pinpoint growth sectors and identify factors driving change
• Identify market and brand leaders and understand the competitive environment

Regional coverage

Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East

Table of contents

1. EXECUTIVE SUMMARY

1.1 DRIVERS

Summary 1 Opportunities and Challenges of Marketing to Boomers 2005

1.2 DEMOGRAPHIC TRENDS

Chart 1 Leading Countries by Number of Boomers, and % Growth 2000-2005

1.3 IMPACT ON CONSUMER MARKETS

Chart 2 Global Sales of Boomer-related Products 2004

1.4 RETAIL DEVELOPMENTS

1.5 FUTURE TRENDS

Chart 3 Forecast Growth in Boomer-related Products 2005/2010

2. OVERVIEW

2.1 DEFINITIONS

Data

2.2 THE BOOMER PROFILE

The generation that broke the rules

No clear profile

Closing the age gap

Health and luxury are key concepts

Technology no obstacle

Boomers in Europe

Boomers in developing markets

Children of the cultural revolution

3. DRIVERS

3.1 SPENDING POWER

Bulging wallets

Banks vie for boomer custom

Rising credit card use

Chart 4 Credit Card Ownership Among Over-50s by Country 2005

3.2 ATTITUDES TOWARDS RETIREMENT

Better benefits spell earlier retirement

Pension reform

Keeping active

Will their wealth continue?

3.3 HEALTH AND FITNESS

Keeping healthy

Summary 2 % of Boomers With Medical Conditions in the US in 2005

High use of complementary and alternative medicine

Boomers fuel rise in gym membership

Fitness videos

3.4 LIVING TRENDS

Time for change

Setting their sights higher

Case study: the boom in active-adult developments

3.5 EATING HABITS

Desire for new tastes and nutrition

Empty nesters eat out more

Table 1 Restaurant Visits by Type Among Empty Nesters in the US 2005

Boomers go for variety and convenience

3.6 TRAVEL

Boomers spend more on holidays

Thirst for adventure

Skiing a growth area for boomers

3.7 ATTITUDE TO TECHNOLOGY

TV

Internet usage

Chart 5 Internet Usership Among Over-50s by Country 2005

Mobile phones

Gaming

3.8 MARKETING TO BOOMERS

Case study: Vespa's appeal to the boomer market

Less successful stories

Choosing the right words

Advertising cosmetics and toiletries to older consumers

Attitudes to brands

4. DEMOGRAPHICS

4.1 REGIONAL TRENDS

Asia-Pacific accounts for more than half of world's boomers

Boomer population shrinks slightly in developed markets

Population falls sharply in Eastern Europe

Chart 6 Boomer Population by Region 2005

Chart 7 % Growth in the Boomers Population by Region 2000/2005

4.2 COUNTRY TRENDS

India and China have largest number of boomers

Saudi Arabia has lowest share but strongest growth

Japan sees decline in boomer population

Table 2 Number of Boomers by Country 2000/2005

Table 3 Proportion of Boomers by Country 2000-2005

5. IMPACT ON CONSUMER MARKETS

5.1 TRENDS IN SELECTED MARKETS

Clothing is largest area of expenditure

Digital cameras see strongest growth

Bakery products leads food sectors

Skin care and cosmetics keep boomers looking young

Table 4 Summary of Selected Boomer-Relevant Sectors 2000-2004

5.2 TRENDS IN FOOD

Boomers increasingly seek convenience

Lack of products aimed specifically at boomers

Boomers fuel growth in organic food

"Better-for-you" foods

Functional foods

5.3 TRENDS IN DRINKS

Mineral water and fruit juice benefit from healthy image

Beer suffers from low-carb trends

A growing preference for good wines and cocktails

5.4 TRENDS IN COSMETICS AND TOILETRIES

Specific brands for boomers

Summary 3 Skin Care Brands Targeting Boomers 2005

Growth fuelled by anti-ageing products

At-home treatments becoming more popular

Natural ingredients

Cosmeceuticals

Colour cosmetics

5.5 TRENDS IN OTC

Ageing demographics fuel growth in OTC

Preventing age-related illness through supplements

Improving digestion

Pain killers target arthritis

Growth in herbal remedies

5.6 TRENDS IN HOUSEHOLD GOODS AND DIY

House-moving and renovation fuel home improvement market

TV shows boost interest in DIY and gardening

Gardening

5.7 TRENDS IN CLOTHING

Empty nesters turn to their own attire

Marketers finally taking an interest in the over-50s consumer?

Fashion meets practicality

6. RETAIL TRENDS

6.1 OVERVIEW

6.2 CLOTHING

Department stores still lead boomer clothing sales

More chains targeting boomer women

Catalogue retailers get in on the act

Clothing adapted to older figures

Case study: the success of Chico's

Other retailers increase focus on boomers

6.3 DIY

From DIY to DIFM

6.4 INTERNET SHOPPING

Chart 8 Top Categories Purchased Online by Boomers in the US 2005

7. SHIFTS IN MAJOR MARKETS

7.1 AUSTRALIA

Population trends

Table 5 Australia: Boomer Population Growth 2000-2005

Boomers profile

Chart 9 Australia: Sales of Boomer-related Products in 2004

7.2 CANADA

Population trends

Table 6 Canada: Boomer Population Growth 2000-2005

Boomers profile

Chart 10 Canada: Sales of Boomer-related Products in 2004

7.3 FRANCE

Population trends

Table 7 France: Boomer Population Growth 2000-2005

Boomers profile

Chart 11 France: Sales of Boomer-related Products in 2004

7.4 GERMANY

Population trends

Table 8 Germany: Boomer Population Growth 2000-2005

Boomers profile

Chart 12 Germany: Sales of Boomer-related Products in 2004

7.5 ITALY

Population trends

Table 9 Italy: Boomer Population Growth 2000-2005

Boomers profile

Chart 13 Italy: Sales of Boomer-related Products in 2004

7.6 JAPAN

Population trends

Table 10 Japan: Boomer Population Growth 2000-2005

Boomers profile

Chart 14 Japan: Sales of Boomer-related Products in 2004

7.7 UK

Population trends

Table 11 UK: Boomer Population Growth 2000-2005

Boomers profile

Chart 15 UK: Sales of Boomer-related Products in 2004

7.8 US

Population trends

Summary 4 Births in the US 1940-1974

Table 12 US: Boomer Population Growth 2000-2005

Boomers profile

Chart 16 US: Sales of Boomer-related Products in 2004

8. FUTURE TRENDS

8.1 TRENDS TO WATCH

Redefining old age

Japanese boomers set to retire in 2007

while Americans wait until 2011

Ageing is inevitable

The next generation of 40 and 50 somethings

Potential for growth

Fashion will remain a core focus of boomers

8.2 FORECAST DEMOGRAPHIC TRENDS

Boomers begin to advance into higher age group

Next generation of 40-58 year-olds will be smaller

Japan will face rapid ageing of population

Table 13 Forecast Top 20 Countries by Number of Boomers 2005/2010

Table 14 Forecast Top 20 Markets by Proportion of Boomers 2005/2010

8.3 FORECAST SECTOR TRENDS

Clothing to adapt to boomer needs

Opportunities for fortified foods

Sun care to see strongest growth

Anti-ageing products will boost cosmetics and toiletries

Table 15 Forecast Total Sales in Selected Boomer-Relevant Sectors 2005-2010