Scope
* Exhaustive review of best practice NPD and marketing campaigns from around the world
* Comprehensive primary research covering senior industry figures to uncover the latest thinking in targeting Seniors
* Actionable recommendations explaining how to effectively develop and position a brand with respect to the market changes
* A comprehensive analysis of the Seniors' group covering demographics, social issues and emerging unmet needs and behaviors
Highlights
The changing Senior group has resulted in the creation of a generation with higher disposable income but limited leisure time. Today's Seniors are more experimental and are willing to pay a premium to trade-up to higher quality, convenient food and drinks and those that provide proven health benefits
In 2003 Seniors accounted for almost 40% of all European personal care occasions, which is higher than younger groups who have traditionally been the focus of marketing activity in personal care. In Europe and the US the number of occasions amongst seniors is the fastest growing, with respective CAGRs over the next five years of 2.5% and 1.5%
Marketers often confuse 'habit' with 'loyalty' and believe Seniors are unattractive to target as they have fixed behaviors. However, Seniors often purchase out of habit rather than loyalty. Thus, providing Seniors' with information on the 'real' benefits of a product will encourage switching among Seniors and satisfy their thirst for knowledge
Acolhimento
