Profiting From New Trends in Mid-lifers' Lives

Published by: Datamonitor

Published: Sep. 18, 2006 - 87 Pages

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

The hot topic

The future decoded

The role of Mid-lifers in society is changing

Mid-lifers continually prefer the experiential over the materialistic

Age complexity is affecting Mid-lifers

Mid-life crisis is often misconstrued and its frequency exaggerated

Mid-lifers are the most powerful personal care consumers

Action points

CHAPTER 2 THE FUTURE DECODED

Introduction

TREND: The role of Mid-lifers in society is changing

Life expectancy is continually increasing

Mid-lifers are delaying marriage

Mid-lifers are delaying parenthood

TREND: Mid-lifers continually prefer the experiential over the materialistic

Mid-lifers have grown up through the Internet boom and the rise of budget airlines

Rising tertiary education attendance influences Mid-lifers

Material goods reflect this trend to new cultures and experiences

TREND: Mid-lifers are cocooning themselves however still wish to seek adventure

Mid-lifers have a desire to cocoon themselves

Mid-lifers also have an increasing desire for adventure

Travel trends reflect this conflict

INSIGHT: Age complexity is affecting Mid-lifers

Mid-lifers increasingly display Young Adult traits

Mid-life crisis is often misconstrued and its frequency exaggerated

There is scope for viral and internet marketing at Mid-lifers

Excessive advertising aimed at Young Adults can alienate Mid-lifers

INSIGHT: Gender characteristics can change in Mid-lifers

Women can become more assertive and self reliant in Mid-life

New fathers are forced to change their lifestyles

Parenthood's later onset is changing its nature

INSIGHT: The role of health and beauty is increasingly important

Mid-lifers seek active benefits from skincare products

Mid-lifers have a conflicting view on health, dieting and beauty

Mid-lifers have adopted a credit-debit approach to the way they eat and drink

INSIGHT: Mid-lifers are the most dominant consumers in Personal Care

Skincare is the most important market for Mid-lifers

Seniors outdo Mid-lifers in Europe and UK make-up markets

Mid-lifers are more dominant in the US than Europe

INSIGHT: Mid-lifers' beverages consumption is highest by age group

Mid-lifers account for over half the alcoholic drinks market

Soft drinks consumption gradually falls with age

INSIGHT: Mid-lifers' drive the bulk of food markets

Celebrity chefs and increased travel frequency increase Mid-lifers' awareness of creative cooking

Early Mid-lifers are the most adventurous in their tastes

INSIGHT: Mid-lifers are socializing and going out more

Early Mid-lifers are socializing more

Mid-lifers are catching up with Young Adults' on-trade consumption

Current and proposed smoking bans will affect Mid-lifers in several ways

Mid-lifers have fewer meal occasions at home

INSIGHT: Mid-lifers are experiencing greater time pressures

Career progression is very important to Mid-lifers

Mid-lifers have less leisure time and increasing daily journeys

INSIGHT: The ethical sales boom is driven by Mid-lifers

Mid-lifers believe it is important to buy ethically

Mid-lifers are more likely to buy ethical goods

Ethical and fair trade spend is on the rise and is not forecast to stop

New organic food distribution channels are taking off

Conclusions

CHAPTER 3 ACTION POINTS

Target Mid-lifers' changing role in society

Use ageless marketing to target Mid-lifers

Magners is a premium cider targeted at a wide age range

Use ageless marketing in distribution methods

Target changing gender characteristics

Target new fathers' desire to keep some of their old life

Meet time saving and convenience needs

Straddle the boundaries between ready meals and home cooking

Offer convenience without sacrificing quality

Stimulate the creativity and cognitive advantage of Mid-lifers

Use experiences as well as products to promote brands

Aim viral and Internet marketing at Mid-lifers

Target adventure seeking needs

Target the ethical spend gap

Meet the health and beauty needs of Mid-lifers

Target Mid-lifers' health needs in food

Target Mid-lifers' beauty needs

Target specific Mid-lifer occasions

Promote the use of beverages with food

CHAPTER 4 APPENDIX

Supplementary data

Definitions

Research methodology

Future readings

Report writing team

How to contact experts in your industry

List of Tables

Table 1: Skincare value of consumption per capita by age group (US$), US and Europe, 2005

Table 2: Make-up value of consumption per capita by age group (US$), US and Europe, 2005

Table 3: Personal care value consumption per capita by age group (US$)

Table 4: Personal care value consumption per capita by age group (US$)

Table 5: Wine consumption per capita by age group (US$), US and Europe, 2005

Table 6: Morning snacking occasions per head per year in the US and Europe, 2005-2010

Table 7: Afternoon snacking occasions per head per year in the US and Europe, 2005-2010

Table 8: Evening snacking occasions per head per year in the US and Europe, 2005-2010

Table 9: Evening meal occasions per head per year in US and Europe, 2005-2010

Table 10: Minutes per day spent on leisure for selected European markets, 2005

Table 11: Average number of daily journeys per person by country, Europe and US, 2000-2010

Table 12: Average score, by age group, (1- Significantly less, 5- Significantly more) of answers given to question asking how many more ethical purchases had been made in the last 12 months

Table 13: Mid-lifers' population by gender, Europe and US, 2000, 2005 & 2010

Table 14: Population (m) by age group, Europe and US, 2005-2010

Table 15: Value of retail food consumption by age group (US$ m), Europe, 2005

Table 16: Value of retail food consumption by age group (US$ m), US, 2005

Table 17: Value of personal care consumption by age group (US$ m), Europe, 2005

Table 18: Value of personal care consumption by age group (US$ m), US, 2005

Table 19: Value of beverage consumption by age group (US$ m), Europe, 2005

Table 20: Value of beverage consumption by age group (US$ m), US, 2005

Table 21: Mid-lifers' retail food consumption per capita (US$ and % overspend compared to average consumer), Europe, 2005

Table 22: Mid-lifers' retail food consumption per capita (US$ and % overspend compared to average consumer), US, 2005

Table 24: Mid-lifers' personal care consumption per capita (US$ and % overspend compared to average consumer), Europe, 2005

Table 23: Mid-lifers' personal care consumption per capita (US$ and % overspend compared to average consumer), US, 2005

Table 26: Mid-lifers' beverage consumption per capita (US$ and % overspend compared to average consumer), Europe, 2005

Table 25: Mid-lifers' beverage consumption per capita (US$ and % overspend compared to average consumer), US, 2005

Table 27: Definitions of other terms

List of Figures

Figure 1: Mid-lifers are the largest age group in Europe and the US

Figure 2: Life expectancy is predicted to rise further

Figure 3: Mid-lifers are delaying marriage and parenthood

Figure 4: Mid-lifers reported a high importance of being open minded about new products and services

Figure 5: Tertiary education attendance is rising in the US and Europe

Figure 6: Mid-lifers, especially Late Mid-lifers, regard their homes as a 'Retreat from the outside world'

Figure 7: Mid-lifers report having listened to recommendations from others when choosing everyday products and services more frequently in the last year

Figure 8: More Early Mid-lifers are online than any other age group in the US

Figure 9: Mid-lifers consume more per capita on personal care markets than the population average

Figure 10: Mid-lifers dominate skincare usage

Figure 11: European Mid-lifers spend more per capita on beverage markets than the population average

Figure 12: US Mid-lifers' consumption per capita of beverage markets is higher than the population average

Figure 13: Mid-lifers dominate the beer, cider & FABs market

Figure 14: Mid-lifers dominate the wine market

Figure 15: Consumption of spirits rises with age in Europe and the US

Figure 16: Per capita consumption of soft drinks declines with age

Figure 17: Mid-lifers spend more per capita on nearly all food markets compared to the population average in Europe

Figure 18: US Mid-lifers spend more per capita on food markets than the population average

Figure 19: Mid-lifers' say that spending time with friends is important

Figure 20: Mid-lifers spent more time in the last year socializing with friends

Figure 21: 57% of Mid-lifers report that buying ethical products is important and 31% bought more ethical products in the last 12 months

Figure 22: Magners successfully marketed to a range of age groups specifically Mid-lifers

Figure 23: Leffe promotes its premium quality to be savored by Mid-lifers

Figure 24: Heineken draft keg meets Mid-lifer needs

Figure 25: Meal Assembly meets Mid-lifers' time saving needs

Figure 26: Steamfresh meets Mid-lifers' needs of time saving, health and taste

Figure 27: Havana Club and Smirnoff use experiences rather than just products to promote their brands

Figure 28: Coca-Cola Blak hopes to create fusion of the Mid-lifer coffee house culture and cola market

Figure 29: Organic and Fair trade Chocolates such as Green & Blacks continue to do well

Figure 30: US confectionery firms have focused on the health benefits of dark chocolate

Figure 31: Images used in the Dove 'Real Beauty' campaign appeals to Mid-lifers' desire for attainable beauty

Figure 32: Cosmetics firms are preparing to launch skin cameras across the US aimed at female Mid-lifers

Figure 33: Mid-lifers can text Hardy's to find out which wine to have with their meal

Abstract

Mid-lifers are a large and diverse spread of consumers with many shared beliefs and behaviours. The group has traditionally been viewed as the mainstream core of society, whose habits were predictable within fairly rigid age parameters. However, as society has evolved, so the attitudes and behaviors of Mid-lifers have developed.

• In-depth quantitative data covering Mid-lifers' consumption behavior across all food, drink and personal care categories
• Extensive research of consumers and senior industry figures to uncover the latest thinking and reveal emerging opportunities
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report

Mid-lifers are the dominant age group making up the largest proportion of populations across Europe and the US. They account for the largest market shares and value consumption of nearly all CPG markets. Mid-lifers are an extremely important but often overlooked segment in marketing.

The trend to delaying parenthood runs parallel with that of delaying marriage. These combined trends of delaying responsibility allow today's Mid-lifers more freedom than previous generations to pursue other goals in life. These can often manifest themselves in career aspirations and leisure pursuits

Mid-lifers can be far more creative than their younger selves and this can manifest itself in a number of products and services. Foods and drinks can be tailored to appeal to this more creative side of Mid-lifers as can other packaged goods and marketing campaigns surrounding them.

• Obtain exclusive data on the consumption, food, drinks and personal care market values and occasions of Mid-lifers in the US and Europe
• Understand the attitudes driving different Mid-lifer groups' consumption behavior
• Improve your marketing strategy by tailoring campaigns directly to the right people within the Mid-lifer consumer group

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