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Published by: Business Insights
Published: Aug. 4, 2004 - 128 Pages
Table of Contents
Chapter 1 Introduction to Report
Chapter 2 Social Influencers: Older Adults
- Summary
- Introduction
- Population trends - a global perspective
- Ageing population worldwide
- U.S. population changes
- European economic changes
- EU population changes
- Changes to the UK population dynamics
- Changes in employment in the United States
- European employment statistics
- The UK employment market
- Age diversity
- Trends in employment sectors
- Salaries and working conditions
- UK income and wealth
- Household composition
- European households, demography and families
- U.S. household expenditure
- European household expenditure
- Household and personal spending in the UK
- Conclusions
Chapter 3 Key Trends For 36 to 55 Year
- Olds
- Summary
- What’s really driving adult consumers?
- Healthy families and the fears driven by child obesity
- Company reactions to health-conscious consumer drivers
- Coca Cola
- Innocent Drinks
- PepsiCo
- McDonald’s
- Consumer associations
- The rise of the celebrity chef and gourmet restaurants driving shifts in taste
- Wealthy seniors and urban singles
- Consumers desire authenticity, quality and freshness
- Sophisticated tastes shown in the rise of big brand wine and bottled water
- Water
- UK and U.S. wine market following European trends
- Supermarkets are the new media giants
- Building brand equity and consumer relationships on supermarket
- shelves
- Building brands through intelligent packaging
- Ready-to-eat and ready-to-heat
- Consumer environmental awareness must be taken into account
Chapter 4 Food & Drinks Brands Targeting
- 36 to 55 Year-Olds: Successes
- and Failures
- Summary
- Introduction
- Weight Watchers: regaining popularity by increasing flexibility in the
- brand
- Own branded product range
- Communicating directly with the target audience through a unique channel
- Stragtegic analysis
- Birds Eye: re-branding to provide health and convenience
- A nutritionists’ insight
- Country-specific products - regional variations within consumer groups
- SteamFresh aimed at older adults interested in healthy but
- convenient eating
- Conclusions: how successful has Birds Eye been in its re-branding?
- McDonald’s: fighting to appeal to adults as well as their core consumers
- U.S. McDonald’s recruits celebrity fitness trainer to appeal to adults
- Salads Plus for ‘ladies who lunch’
- What effect have salads had on sales?
- Advertising to a whole new market
- What do 36 to 55 year olds really think about McDonald’s?
- Conclusions: where next for McDonald’s?
Chapter 5 Best-Practice Case Studies:
- Marketing to Adults
- Summary
- Fray Bentos: attracting younger adults to the brand through detachment
- of its traditional image
- Reinvigorating a brand by using a local event strategy to celebrate what
- makes the brand and its customers feel ‘Real’
- Three-fold campaign objectives
- ‘The Fray Bentos Real Bloke Challenge Roadshow’
- Impact on the brand
- 1. The brand image was refreshed by the use of local events and PR
- rather than national television advertising.
- 2. Get consumers to interact with the brand
- 3. Halt long-term sales decline
- Conclusions
- Green & Black’s: targeting consumers’ ethical and environmentally
- aware nature
- How it all began…
- Quality and taste should rise above all other attributes
- Managing the process
- Making the chocolate
- The ranges
- Getting back to basics - chocolate
- Other product areas
- Ice cream
- Other Green & Black’s products
- Who are Green & Black’s consumers?
- Healthy foodies
- How does Green & Black’s get its message across to consumers?
- Targeting specialist magazines read by primary audience
- Endorsement and sponsorship opportunities
- Communicating through the creation of a cookery book
- New market expansion
- Market share
- Line extensions equal new revenue streams
- Conclusions
- Ocean Spray white cranberry juice: something a little different for
- existing and new customers
- Attracting new, younger consumers to a traditionally older adult product
- A cautious approach to new markets
- Potential consumer profiling
- Reinforcing the healthy image
- UK consumer feedback - essential when launching a new product
- Conclusions
- Walkers Sensations: using celebrity and packaging to create a new
- snacks sector
- Industry opinion: CEO and PR Manager of PepsiCo
- Does Walkers have an ethical obligation to help educate children to
- eat the right foods?
- What is Walkers doing to help address problems with child and
- adult obesity?
- Is there an opportunity for a new 'healthy' Walkers snack in the
- future?
- Is the Atkins diet going to take Europe by storm like it has in
- United States?
- Has Britain become a nation of gourmets?
- How have changes in consumers’ shopping habits affected the way
- they eat?
- Do adult consumers still trust and believe your advertising
- messages?
- Burts Potato Chips
- Brand honesty and a new ‘no salt’ product for children endorsed by Great
- Ormond Street Children’s Hospital keeps Burts Crisps ahead of the game 106
- Industry opinion: small company with big ideas challenging the
- multinationals
- Does Burts have an ethical obligation to help educate children to eat
- the right foods?
- Is Burts going to do anything to help people address the problems
- with getting fat and obesity?
- Is there an opportunity for a new 'healthy' Burts snack in the future?
- What is the most effective means you have to talk to your
- customers?
- Has Britain become a nation of gourmets?
- How have changes in peoples shopping habits affected the way they
- eat?
- Do consumers trust your marketing messages and how can you be
- sure?
- Conclusions
- Yeo Valley
- Yoghurts and pot desserts
- Company statistics - 2003
- Promotional and targeted marketing
- Growing success in the butter market
- Organic butter competitors
- Branded organic butter market - Yeo Valley versus competitors
- Conclusions
Chapter 6 Report Conclusions
Chapter 7 Appendix
List of Figures
- Figure 2.1: Resident population of the United States, 1990 and 2000 (millions)
- Figure 2.2: Highest and lowest paid occupations, April 2002, Great Britain
- Figure 4.3: Example products from the Weight Watchers food range
- Figure 4.4: Steam Fresh packaging
- Figure 5.5: Comparison of impact of media channel in marketing campaign
- Figure 5.6: Base sales uplift indices - advertised regions versus non-advertised regions, December
- 2002 to June 2003
- Figure 5.7: The original U.S. white cranberry juice
- Figure 5.8: The range of three flavours launched in the UK
- Figure 5.9: Television advertising campaign for white cranberry juice in the UK
- Figure 5.10: Branded organic butter market - Yeo Valley versus competitors
List of Tables
- Table 5.1: Fray Bentos roadshow statistics
AbstractThis report reveals how older adult consumers have different stages in their lifecycles when their wants and needs alter, the report examines people with young families who want products that all the family can share and people who are empty nesters, whose families have left home and who have more disposable income and fewer people to please with their food choices. It will allow you to maximise existing product sales, highlight new product development strategies and find the most profitable target group for your food and drink product
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