Aug 31 2006
Personal Care Products Gearing Up For Baby Boomers. What About Your Packaging?
I got this headline this week along with the following description:
PMMI Study Indicates Personal Care Products Gearing Up for Baby
Boomers.
International brand-owners are marketing to the baby-boomer generation now more than ever. Baby-boomers are becoming increasingly aware of the connection between a healthy diet and lifestyle. Consequently, as this generation ages, they face several issues associated with aging. Anticipating the needs and demands of the aging consumer, the North American packaging machinery manufacturers are creating new, innovative machinery to support new and redesigned product packaging that are marketed to the baby-boomer generation.
Surprise!!! Manufactures are finally waking up to this fact. I have been speaking and writing about it for over a year.
Here is a portion of my article “How to Sell and Connect with Boomers.”
Every seven seconds someone turns 50 years old. With 76 million Baby Boomers in the United States, it is safe to say that Boomers are in command of today’s buying decisions. The potential for profit and growth from this group is enormous.
According to Rick Adler, founder of The Senior Network, “Simply based on population growth trends, if a product is marketed to the 50-plus audience and maintains its market share, it should increase in sales by 35 to 50 percent in the next 20 years. Conversely, a brand targeted at the zero to 50 age groups will be flat in sales.”
Boomer Facts You Need to Know
Boomers could still be parents or grandparents and be in their 50s.
Boomers could still be working or in the early stages of retirement. Whatever the circumstances, they don’t see themselves as old. Most Boomers plan to work until retirement age.
Boomers view themselves as younger than they are (typically by 20 years). Gone are the days of over 50 considered close to the end of your life.
Boomers live active lifestyles and travel is high on their list of favorite activities.
Boomers love discounts and don’t feel at all intimidated in asking for them.
Boomers grew up with TVs so they understand advertising. The key is to choose the right message through the right medium.
Boomers are not children of the depression (their parents were). They expect lifestyles better than their parents and are willing to spend to make it so.
Boomers are connected. They are comfortable with technology and using the Internet.
Got your packaging on track? Are your products package to attract this audience?
For more insights on packaging your products to sell to boomers. Come here me speak on the topic at HBA Health & Beauty America M16 BOOMERS: A BOOMING BUSINESS 9/13 at Jacob Javits in NYC or PROOF: Market Research & Development for Package Design
conference is scheduled for Sept. 25-27, 2006 at The Drake Hotel in Chicago.
For more details go here http://packagingcoach.com/keynotesworkshops.htm
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