Targeting Untapped Opportunities In Seniors' Alcoholic Drinking Behaviors

Published by: Datamonitor

Published: May. 18, 2006 - 104 Pages

Table of Contents

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 value growth

The US Seniors drinks market is growing faster than Europe's

Seniors in the US are also reducing their drinking volume

The Seniors drinks market is dominated by value of the on-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 need to 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 than transition/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 increased maturity

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 to Seniors

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 rare among 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 the Senior audience

Seniors see themselves as young-at-heart

Ageless marketing is needed to bridge the generational divide

Seniors are open to trying new products

As consumers mature they seek variety and rewarding experiences

Impaired taste receptors dim Seniors' palates

INSIGHT: Not all seniors are healthy, affluent, 'silver surfers'

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 and modification

Product modification can prove costly and counter-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 nostalgic messages

Incorporate authenticity to create a compelling brand story

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 (liters of 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 (liters of pure alcohol m), US, 2000-2010

Table 5: % Channel value distribution (US$m) of Seniors alcoholic drinks market, Europe, 2000-2010

Table 6: % Channel volume distribution (liters of pure alcohol) of Seniors alcoholic drinks market, Europe, 2000-2010

Table 7: % Channel value distribution (US$m) of Seniors alcoholic drinks market, US, 2000-2010

Table 8: % Channel volume distribution (liters of pure alcohol) 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 adult population (LDA and above), US, 2000-2010

Table 12: Population by age group as % of adult population (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 the Internet 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 Seniors alcoholic 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 pure alcohol) 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 Seniors alcoholic 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 pure alcohol) 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 Seniors alcoholic 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 pure alcohol) 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 Seniors alcoholic 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 pure alcohol) 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 Seniors alcoholic 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 pure alcohol) 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 Seniors alcoholic 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 pure alcohol) 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 Seniors alcoholic 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 pure alcohol) 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 Seniors alcoholic 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 pure alcohol) 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 Seniors alcoholic 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 pure alcohol) 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 treated as one group

Figure 2: Seniors are proactive in improving their physical 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 by country

Figure 6: Seniors are benefiting most from recent property booms

Figure 7: Early seniors are often exposed to dual financial drains

Figure 8: Seniors are considered diverse but are treated as one group

Figure 9: Consumers become more diverse in Later lifestages

Figure 10: Seniors feel it is important to improve their physical health

Figure 11: Seniors are proactive in improving their physical health

Figure 12: The prevalence of obesity increases with age in the US

Figure 13: Senior consumers agree there is now too much advertising

Figure 14: Most Seniors are happy with their age

Figure 15: Most Seniors state there is little value in using senior characters in advertising

Figure 16: Seniors need to connect with characters used in advertising

Figure 17: Seniors are open-minded about trying new things

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 not sacrifice taste

Figure 21: Daily or near-daily web use by Seniors varies by country (2005)

Figure 22: Internet access declines with age in the US

Figure 23: Seniors must be better targeted but not exclusively

Figure 24: Age complexity makes ageless marketing essential

Figure 25: Senior consumers are a key market for premium drinks

Figure 26: Enhanced flavor formulations can boost taste experiences

Figure 27: Light drinks help maintain weight for youthful Seniors

Figure 28: Reduced carbonation improves drinkability of beers

Figure 29: Reduced carbonation has many benefits for Seniors

Figure 30: Convenient packs facilitate carrying and moderate drinking

Figure 31: Large pack formats are better suited to Young Adults

Figure 32: The use of heritage must amount to more than nostalgia

Abstract

• 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

• 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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