[Report] Targeting Untapped Seniors' Alcoholic Drinking Behaviors Market Research, Trends, Analysis TOC

CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
  - Senior consumers are not a homogeneous group
  - Health is an important concern for Seniors
  - Action points
CHAPTER 2 THE FUTURE DECODED
- Introduction
- TREND: The Seniors market is growing in Europe and the US
  - The European market is set for continued value growth
    - The volume growth in the Seniors market lags behind valuegrowth
  - The US Seniors drinks market is growing faster thanEurope's
    - Seniors in the US are also reducing their drinking volume
  - The Seniors drinks market is dominated by value of theon-trade
  - US Seniors are price sensitive in the off-trade
- TREND: The over-50s are the fastest growing demographic
  - Population pyramids are top heavy in the US
    - The population is also aging in Europe
  - Seniors are a growing group across Europe and the US
  - Life expectancy is rising
  - Marketers must serve seniors due to their sheer numbers
- TREND: Baby boomers still have high expectations
  - The Boomer generation helped to change the world
  - Baby boomers have always embraced public protest
    - Values are important to seniors
    - Seniors see life less in black and white
  - Baby boomers are used to dominating consumer markets
  - Boomers become more demanding as their needs change
    - Seniors don't want to be slowed down by old age but needto make changes
- INSIGHT: Seniors generally have a high level of affluence
  - Seniors have benefited most from the housing market boom
  - Early Seniors are near to the pinnacle of their careers
  - ...but, pension concerns still affect many Seniors
    - Pension concerns are often well-founded
    - Bridge jobs are now more inspired by necessity thantransition/enjoyment
  - The 'Sandwich Generation' is burdened on two fronts
    - Parents put a dual financial strain on Early Seniors
- INSIGHT: Senior consumers are not a homogeneous group
  - Cumulative life experience makes Seniors more diverse
    - The importance of peer pressure declines with increasedmaturity
  - Gender affects personality changes in later life
    - Male consumers calm in later life
    - Female consumers tend to become more assertive
- INSIGHT: Alcohol can benefit Seniors' health
  - Alcohol's blood-thinning properties are most beneficial toSeniors
    - Wine is also thought to be beneficial to dental health
  - Health is an important concern for seniors
    - Seniors follow up their health intentions with action
    - Weight maintenance is a key issue for many seniors
  - The effects of excessive alcohol consumption grow with age
    - Boisterous, excessive public alcohol consumption is rareamong Seniors
- INSIGHT: Current marketing to seniors is off the mark
  - The majority of marketing is aimed at younger consumers
    - The majority of advertising creatives are young adults/midlifers
  - Marketing aimed at Seniors is misplaced and patronizing
    - Cutting through media clutter is essential to reach theSenior audience
  - Seniors see themselves as young-at-heart
    - Ageless marketing is needed to bridge the generationaldivide
  - Seniors are open to trying new products
    - As consumers mature they seek variety and rewardingexperiences
    - Impaired taste receptors dim Seniors' palates
- INSIGHT: Not all seniors are healthy, affluent, 'silversurfers'
  - Health and illness are still key issues for seniors
    - Baby are boomers open to lifestyle conditions
    - Older seniors have genuine health problems
  - Technology has varying degrees of uptake among Seniors
    - Web access is high among Early Seniors
  - Senior needs may require product tailoring andmodification
    - Product modification can prove costly andcounter-productive
- Conclusions
CHAPTER 3 ACTION POINTS
- Introduction
- Understand Seniors to serve them better
  - Research Seniors to know their needs
  - Connect with them better through relevant channels
- Advertise to seniors more effectively
  - Use ageless marketing to target multiple audiences
    - Wine brands have already tuned in to ageless marketing
- Target seniors with premium products
  - Sell Seniors the taste experience for its own sake
- Combine intensity of flavor with drinkability
  - Add richness of flavor to excite educated palates
  - Maintain lightness to suit mature digestive systems
  - Reduce carbonation to reduce bloating
- Target Seniors with more appropriate formats
  - Improve portability with smaller packs
  - Accommodate smaller appetites
- Use nostalgia sparingly
  - Focus on non-verbal cues rather than explicit nostalgicmessages
  - Incorporate authenticity to create a compelling brandstory
  - Use brand extensions to eliminate trust gaps among Seniors
- Conclusions
CHAPTER 4 APPENDIX
- Supplementary data
- Research methodology
- References
- Definitions
- Future readings
- Report writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Seniors' alcoholic drinks market value (US$ m),Europe 2000-2010
- Table 2: Seniors' alcoholic drinks market volume (litersof pure alcohol m), Europe 2000-2010
- Table 3: Seniors' alcoholic drinks market value (US$ m),US, 2000-2010
- Table 4: Seniors' alcoholic drinks market volume (litersof pure alcohol m), US, 2000-2010
- Table 5: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Europe, 2000-2010
- Table 6: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Europe, 2000-2010
- Table 7: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, US, 2000-2010
- Table 8: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, US, 2000-2010
- Table 9: Adult population by age group (m), US,2000-2010
- Table 10: Adult population by age group (m), Europe,2000-2010
- Table 11: Population by age group as % of adultpopulation (LDA and above), US, 2000-2010
- Table 12: Population by age group as % of adultpopulation (LDA and above), Europe, 2000-2010
- Table 13: Consumers suffering from bone health problems(m), Europe and US, 2000-2010
- Table 14: Indices of daily or near daily access to theInternet by country and age group, Europe, 2005
- Table 15: Seniors' alcoholic drinks market value (US$m), France, 2000-2010
- Table 16: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, France, 2000-2010
- Table 17: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), France, 2000-2010
- Table 18: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, France, 2000-2010
- Table 19: Seniors' alcoholic drinks market value (US$m), Germany, 2000-2010
- Table 20: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Germany, 2000-2010
- Table 21: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Germany, 2000-2010
- Table 22: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Germany, 2000-2010
- Table 23: Seniors' alcoholic drinks market value (US$m), Italy, 2000-2010
- Table 24: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Italy, 2000-2010
- Table 25: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Italy, 2000-2010
- Table 26: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Italy, 2000-2010
- Table 27: Seniors' alcoholic drinks market value (US$m), Netherlands, 2000-2010
- Table 28: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Netherlands, 2000-2010
- Table 29: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Netherlands, 2000-2010
- Table 30: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Netherlands, 2000-2010
- Table 31: Seniors' alcoholic drinks market value (US$m), Spain, 2000-2010
- Table 32: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Spain, 2000-2010
- Table 33: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Spain, 2000-2010
- Table 34: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Spain, 2000-2010
- Table 35: Seniors' alcoholic drinks market value (US$m), Sweden, 2000-2010
- Table 36: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Sweden, 2000-2010
- Table 37: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Sweden, 2000-2010
- Table 38: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Spain, 2000-2010
- Table 39: Seniors' alcoholic drinks market value (US$m), UK, 2000-2010
- Table 40: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, UK, 2000-2010
- Table 41: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), UK, 2000-2010
- Table 42: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, UK, 2000-2010
- Table 43: Seniors' alcoholic drinks market value (US$m), Rest of Europe, 2000-2010
- Table 44: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, Rest of Europe, 2000-2010
- Table 45: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), Rest of Europe, 2000-2010
- Table 46: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, Rest of Europe, 2000-2010
- Table 47: Seniors' alcoholic drinks market value (US$m), US, 2000-2010
- Table 48: % Channel value distribution (US$m) of Seniorsalcoholic drinks market, US, 2000-2010
- Table 49: Seniors' alcoholic drinks market volume(liters of alcoholic beverage m), US, 2000-2010
- Table 50: % Channel volume distribution (liters of purealcohol) of Seniors alcoholic drinks market, US, 2000-2010
- Table 51: Government sources
- Table 52: Definitions
List of Figures
- Figure 1: Seniors are considered diverse but are treatedas one group
- Figure 2: Seniors are proactive in improving theirphysical health
- Figure 3: Life expectancy is rising in Europe and the US
- Figure 4: Seniors put great value on principles
- Figure 5: The importance of values to Seniors varies bycountry
- Figure 6: Seniors are benefiting most from recentproperty booms
- Figure 7: Early seniors are often exposed to dualfinancial drains
- Figure 8: Seniors are considered diverse but are treatedas one group
- Figure 9: Consumers become more diverse in Laterlifestages
- Figure 10: Seniors feel it is important to improve theirphysical health
- Figure 11: Seniors are proactive in improving theirphysical health
- Figure 12: The prevalence of obesity increases with agein the US
- Figure 13: Senior consumers agree there is now too muchadvertising
- Figure 14: Most Seniors are happy with their age
- Figure 15: Most Seniors state there is little value inusing senior characters in advertising
- Figure 16: Seniors need to connect with characters usedin advertising
- Figure 17: Seniors are open-minded about trying newthings
- Figure 18: Seniors want to live life to the full
- Figure 19: US seniors are key novelty-seeking consumers
- Figure 20: Seniors want good health but will notsacrifice taste
- Figure 21: Daily or near-daily web use by Seniors variesby country (2005)
- Figure 22: Internet access declines with age in the US
- Figure 23: Seniors must be better targeted but notexclusively
- Figure 24: Age complexity makes ageless marketingessential
- Figure 25: Senior consumers are a key market for premiumdrinks
- Figure 26: Enhanced flavor formulations can boost tasteexperiences
- Figure 27: Light drinks help maintain weight foryouthful Seniors
- Figure 28: Reduced carbonation improves drinkability ofbeers
- Figure 29: Reduced carbonation has many benefits forSeniors
- Figure 30: Convenient packs facilitate carrying andmoderate drinking
- Figure 31: Large pack formats are better suited to YoungAdults
- Figure 32: The use of heritage must amount to more thannostalgia

Targeting Untapped Opportunities In Seniors' Alcoholic Drinking Behaviors

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