Introduction: "U.S. Niche Baby Boomers 2002" examines the myth that the baby boomer group is homogeneous primarily consisting of white, well-educated, affluent individuals. While the majority of baby boomers are affluent and Caucasian, the report finds that within the boomer community, low-income and ethnic boomer segments are growing in proportion and influence. Continued economic slowdown and current immigration policies are expected to further elevate the importance of these niche boomer segments. Scope: * Segmentation of the U.S. baby boomer population by age, income and ethnicity. * Examination of lifestyles and attitudes, consumption patterns and purchasing power of each of the niche boomer markets. * Identification of new product categories, distribution strategies and marketing initiatives. Report Highlights: In 2000, an estimated 42.2% of baby boomer households maintained less than $30,000 in wealth versus 26.5% of boomer households that maintained over $150,000 in wealth. An estimated 61.4% of ethnic boomers were categorized as budget-conscious in 2000. In 2001, the unemployment rate for workers aged 35 to 44 years jumped 40% to 3.6%, and the rate for those aged 45 to 54 years rose 50% to 3.1%. Nationally, the unemployment rate increased 20% to 4.8% in 2001. As many as 47% of boomer respondents surveyed in the 2002 Cost of Leisure Index by Allstate Financial say that they will continue to work after retirement because they need the income. In addition, 53% of boomers surveyed were worried that they will not be able to meet their retirement savings goals by retirement age, particularly as the cost of living in old age increases. Reasons to Purchase: * Assess the profitability of large niche baby boomer segments (i.e. ethnic and low-income baby boomers). * Understand the factors motivating CPG purchases of mainstream and niche baby boomers. * Discover targeted products for specific baby boomer sub-segments. * Identify the most efficient marketing strategies in targeting the increasingly heterogeneous baby boomer population. * Examine strategic distribution channels in marketing to niche baby boomer segments.
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