Abstract
Overview
Introduction
82.8% of alcoholic drinks marketers feel more must be done to target Seniors
(50 year olds and above). There is clear commercial incentive to target
Seniors as their spending on alcoholic drinks was worth US$100.5m in Europe
and US$82.1m in the US in 2005. Their spending is expected to rise by 1.7%
annually in Europe and 2.5% annually in the US with increasing rates of
premium product purchasing.
Scope
- Quantitative data outlining the current and future value and volume of the
Seniors alcoholic beverages market by country, and category.
- Extensive demographic and social trends data highlighting the future
direction of the Seniors consumer age group.
- Qualitative data highlighting the attitudes, values and behaviors of
Senior consumers.
- Detailed action points offering practical strategies based on the trends
and insights analyzed in the report
Report Highlights
Younger consumers are often the target for drinks marketers as they are
considered to be viable targets for brand-switching behavior. However, 92% of
Seniors in the US and 88% in Europe feel it is important to try new and
enriching experiences.
Today's Early Seniors remain active and young-at-heart. Over 89% of Seniors in
the US and Europe feel it is important to improve their health. Their
attitude-behavior gap is the lowest of all age groups as over 70% of Seniors
have backed up their good intentions with positive action.
82.8% of drinks industry experts feel that Seniors are treated as one
homogeneous lump yet 0% of respondents feel that Seniors are 'all the same'.
There is clearly a major disconnect between perception and treatment of the
over 50s that the drinks industry must address.
Reasons to Purchase
- Avoid volume decline by targeting Seniors with more suitable products that
encourage their frequent but moderate drinking.
- Protect your brand from the whims of fickle, peer-pressure inspired Young
Adults by targeting the quality-driven preferences of Seniors.
- Examine how to align your alcoholic drinks portfolio with the changing
demography of society to avoid obsolescence.
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