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UPCOMING WEBINARS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
FINDING THE WIN/WIN IN
PROMOTIONAL SPEND– MAY 21ST
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INTRODUCING
BOOMERS
MARKETING’S MOST VALUABLE
GENERATION
Beth Brady
April 2013
TODAY’S PRESENTER
BETH BRADY
Global Head – Marketing Effectiveness, Nielsen
Beth is responsible for bringing together Nielsen Watch and
Buy capabilities to address the strategic needs of clients in
an innovative and compelling manner.
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
She has 20 plus years of business building experience in the
Consumer Packaged Goods industry.
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INTRODUCING
BOOMERS
MARKETING’S MOST VALUABLE
GENERATION
Beth Brady
April 2013
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
WHAT WE WILL COVER….
1
2
3
OBSERVATIONS
WHAT YOU MIGHT KNOW? WHY IT MATTERS?
WHY SHOULD YOU CARE?
WHY BOOMERS? WHY NOW?
IMPLICATIONS
HOW TO ACT ON BOOMER INTELLIGENCE?
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MISUNDERSTOOD BOOMER MARKET
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
THE DIVIDE
50%
CPG Dollar Spend
10-15%
Ad Dollars Aimed at
50+ Years
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BIG AND GETTING BIGGER
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
LARGEST GROWTH RATE
GROWTH RATE OVER NEXT 20 YEARS
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MASSIVE BOOMER POPULATION
US ADULT POPULATION
80
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
MILLION
Born 1946-1964
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BOOMERS ARE A MARKETING’S TIDAL WAVE
They have advanced through life picking up energy and
spending power along the way.
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THEY MAKE MONEY,
THEY SPEND MONEY
IN 5 YEARS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
50+
70%
<50
IN 5 YEARS,
50% OF
U.S. ADULTS
WILL BE 50+
THEY WILL
CONTROL 70%
OF DISPOSABLE
INCOME
$15T
IN THE NEXT
20 YEARS,
THEY WILL
INHERIT $15T
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INCOME BY GENERATION
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
63% of Boomers have at least one person in the HH working full time
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BOOMER ARE THE BIGGEST SPENDERS
And shop retail channels like everyone else
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Basket Ring $ Per Household
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
POLL #1
WHAT CONSUMER PACKAGED GOODS
CATEGORY ARE BOOMERS MOST LIKELY TO
BUY?
Beer
Wine
Coffee
Carbonated Beverages
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BOOMERS DOMINATE CPG CATEGORIES
119 OUT OF 123
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STILL DOING WHAT THEY’VE ALWAYS DONE
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Annual $ per household among category buyers
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, UPC-coded products
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THEY ARE WINNABLE
AND LOSABLE
LOYALTY CAN CHANGE
Continue to invest and prioritize their loyalty
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BOOMER’S BRAND LOYALTY IS THE SAME AS OTHERS
DITTO FOR THEIR SENSITIVITY TO PRICING
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SO WHICH IS IT?
How often female heads of households look at
unit price to compare products
AGE RANGE
ON A FEW/
SOME TRIPS
35-44
45-54
55-64
TOTAL
40%
40%
41%
40%
54%
53%
52%
52%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
ON MOST TRIPS
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BOOMERS LIKE EVERYONE, PREFER BRANDS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Annual $ per household among category buyers
Source: Nielsen Online Views Survey, Dec 2012/Jan 2013; Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012 (UPC-coded)
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
SOME PRICE DEAL SHOPPING
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.
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MAKING THE TECH
MOVEMENT MOVE
BOOMERS …
HALF OF ALL ONLINE, SOCIAL MEDIA & TWITTER USERS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
USAGE OF THE SOCIAL NET HAS DOUBLED
f
53% ARE ON FACEBOOK
32% OWN A SMARTPHONE
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The biggest growth over the
past 2 years is the evolution
of social and mobile.
AARP
HIGH TECHNOLOGY ADOPTION WITH TECHNO BOOMERS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Generation comparison by index
Source: Nielsen ConneXions 2012
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
GUESS WHO’S SHOPPING ONLINE
Source: Forrester Research
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
ONLINE SHOPPING TRENDS
Source: Nielsen Homescan Panel
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MARKETING AND MEDIA FRIENDLY
LOOK WHO’S WATCHING
Hours per month
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
174
BABY BOOMERS
133
107
GEN X
MILLENIALS
31
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
POLL #2
WHAT TOP 10 BROADCAST TELEVISION
PROGRAM IS MOST VIEWED BY BOOMERS?
Big Bang Theory
NCIS
Dancing with the Stars
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BOOMERS DRIVE THE TOP TV SHOWS
16 out of 25
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THEY’RE LISTENING AND READING TOO
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
AGE OF MEDIAN
READER/LISTENER
TV:
RADIO:
MAGAZINES:
NEWSPAPER:
46
44
45
48
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
THERE IS JOY IN AGING
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MATURING BRAINS PROCESS
INFORMATION DIFFERENTLY
WHEN DOES YOUR BRAIN CHANGE?
It happens over time beginning at 55
BETTER AT RECOGNIZING THE CENTRAL IDEA/BIG PICTURE
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
TEND TO THINK IN A MORE LINEAR WAY
LOSE THEIR ABILITY TO SUPPRESS DISTRACTIONS
DON’T RESPOND WELL TO NEGATIVITY
Source: Nielsen NeuroFocus study 2012
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
AS WE AGE, KEEP IN MIND…
Reduced
eyesight
Hearing
loss
Diminished
sense of
taste or
smell
Health &
fitness
concerns
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SUMMARIZING OUR OBSERVATIONS
Huge Boomer opportunity
1 They are big and getting bigger
2 They make money and they spend money
3 They are winnable and losable
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
4 They are making the tech movement move
5 They are marketing and media friendly
6 Their maturing brain process differently
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HOW TO TAKE ACTION
MARKETING TO BOOMERS
• More holistic messaging
• Demand facts
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
• Less price sensitive
• Spend more time making purchasing decisions
• Less self oriented more altruistic
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PUTTING IT TO WORK
PACKAGE REDESIGN
Diamond Foods
• Redesigned packaging of the Emerald Snack Nuts line
to make it easier for the aging consumer to open &
help with dexterity issues.
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
• Indentations make containers easier to hold &
grooves in the lid make it easier to open.
• Record sales posted--12% share gain in its category
FOCUSING ON MAKING THEIR PACKAGES EASY TO USE.
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CONNECTING THRU MOBILE
Walgreens Rx App
• Pill Reminder mobile app helps users track their
medication and receive alerts.
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
• Alerts can be scheduled many different ways & can
hold multiple prescriptions, vitamins & other
supplements.
CATERING TO THEIR TECH VITALITY.
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RE-DEFINING AGING
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Depend
• The average age of the Depend user is trending
lower as Boomers have aged and the American
population has become more prone to diabetes.
• Perceptions are changing. They rejuvenated the
brand via ad campaigns, packaging and consumer
outreach.
• Ads now show energetic older people going about
their everyday activities.
DOING MORE WITH THEIR LIVES THAN EVER BEFORE.
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MOVING FORWARD WITH BOOMERS
IDENTIFY WHAT’S VALUABLE
FIND THEM AND FIND YOUR WAY IN
PUT THE “ME” IN YOUR MESSAGE
BOOMERS: IF NOT NOW, WHEN?
THANK YOU
Q&A
•
If you have follow-up questions or want more information,
please contact your Nielsen Professional Services rep
•
If you are not a current Nielsen client, please contact us
Phone: 800-553-3727
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Email:
•
[email protected]
OR, if you have any questions regarding the content of this
webinar, you can also contact:
Beth Brady, email:
[email protected]
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