{"id":27448,"date":"2018-07-21T19:41:23","date_gmt":"2018-07-21T19:41:23","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=27448"},"modified":"2026-04-20T20:53:21","modified_gmt":"2026-04-21T00:53:21","slug":"babyboomer-wellness-marktforschung","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/de\/losungen\/marktforschung-fur-schonheitsprodukte\/babyboomer-wellness-marktforschung\/","title":{"rendered":"Baby-Boomer-Wellness-Marktforschung"},"content":{"rendered":"<h1 class=\"wp-block-heading p1\"><span class=\"s1\">Baby-Boomer-Wellness-Marktforschung <\/span><\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-3d1d4662\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-3d1d4662\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-5.jpg\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-5.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-5-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-5-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-5-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-5-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" alt=\"SIS International Marktforschung &amp; Strategie\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"p2\"><span class=\"s1\">Baby boomers were born between 1946 and 1964, and now in 2018, are 54 to 72 years of age. As a group, they do not behave at all like their parents\u2019 generation when it comes to physical fitness, wellness, and health. Their life expectancies are longer, in part because they eat better, exercise more, and smoke less.<\/span><\/p>\n\n\n\n<p class=\"p2\"><span class=\"s1\">Unlike younger consumers (e.g. millennials), they tend to have more time and money to devote to, and care for their bodies and appearance. <\/span><\/p>\n\n\n\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-b6e43031d5c8e68f96422bd8992cab99 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-5674d351879ef12616297afe7c160132\" style=\"font-size:16px\" id=\"rank-math-toc\"><h2><br><strong>T<\/strong>able of Contents<\/h2><nav><ul><li class=\"\"><a href=\"#what-is-wellness\">Was ist der Wellness-Markt?<\/a><\/li><li class=\"\"><a href=\"#what-can-market-research-do-for-you\">Was kann Marktforschung f\u00fcr Sie tun?<\/a><\/li><li class=\"\"><a href=\"#why-shopper-journey-analytics-reveal-a-split-boomer-buyer\">Why Shopper Journey Analytics Reveal a Split Boomer Buyer<\/a><\/li><li class=\"\"><a href=\"#category-management-rewritten-around-boomer-consumption-patterns\">Category Management Rewritten Around Boomer Consumption Patterns<\/a><\/li><li class=\"\"><a href=\"#researching-the-baby-boomer-wellness-market\">Untersuchung des Babyboomer-Wellnessmarktes<\/a><\/li><\/ul><\/nav><\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading p2\" id=\"what-is-wellness\"><span class=\"s1\">Was ist der Wellness-Markt?<\/span><\/h2>\n\n\n\n<p class=\"p2\"><span class=\"s1\">Das <a title=\"Marktforschung f\u00fcr K\u00f6rperpflegeprodukte\" data-wpil-monitor-id=\"10759\" href=\"https:\/\/www.sisinternational.com\/de\/sachverstand\/lebenslaufe\/marktforschung-fur-korperpflegeprodukte\/\">market covers a range of products<\/a> dass die Menschen <b>hinein<\/b> Und <b>auf zu<\/b> ihre K\u00f6rper oder die <b>gebraucht<\/b> in some manner that promotes good health. In addition, some services help to maintain or improve their well-being. It is an enormous and growing global market, with key sectors and products that include:<\/span><\/p>\n\n\n\n<p><strong><span style=\"text-decoration: underline;\">Essen<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">gesunde Ern\u00e4hrung<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Gewichtsverlustprogramme, Nahrungsmittel und Getr\u00e4nke<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Vitamine, Nahrungserg\u00e4nzungsmittel und Medikamente<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong><span style=\"text-decoration: underline;\">K\u00f6rper<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">elektrische Zahnb\u00fcrsten und Mundduschen, Zahnschienen\/Zahnspangen, Zahnaufheller und Mundsp\u00fclungen<\/span><\/li>\n\n\n\n<li><span class=\"s1\">beauty and anti-aging cosmetics, <a href=\"https:\/\/www.sisinternational.com\/de\/sachverstand\/branchen\/forschungstests-zur-hautpflege\/\" title=\"Hautpflegeforschung und -tests\" data-wpil-monitor-id=\"10760\">skin and hair care<\/a><\/span><\/li>\n\n\n\n<li><span class=\"s1\">Schuhe wie orthop\u00e4dische Einlagen, Fu\u00dfgew\u00f6lbest\u00fctzen, Schienen, gepolsterte Schuheinlagen, spezielle Socken und Str\u00fcmpfe<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Ger\u00e4te zum Zubereiten und Kochen von Speisen oder Getr\u00e4nken, z. B. Zerkleinerer, M\u00fchlen, Mixer, Schongarer<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Fitnessstudios f\u00fcr Yoga, Pilates und Tanz<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong><span style=\"text-decoration: underline;\">Geist<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">hei\u00dfe und mineralische Quellen<\/span><\/li>\n\n\n\n<li><span class=\"s1\">swimming pools, exercise machines, and equipment, both at health clubs and at home<\/span><\/li>\n\n\n\n<li><span class=\"s1\">mind-body meditation and spiritually oriented retreats<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Spa- und Massageeinrichtungen<\/span><\/li>\n\n\n\n<li><span class=\"s1\">wellness at work \u2013 corporate fitness programs to encourage exercise, meditation, relaxation\/stress reduction, as well as in-house cafeterias providing free or low-cost healthy foods, snacks and beverages<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Wellness im Urlaub \u2013 Tourismus, Kreuzfahrten und andere Gruppenreisen, bei denen gesunde Ern\u00e4hrung, Achtsamkeit und der Umgang mit dem Alterungsprozess im Vordergrund stehen<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading p2\" id=\"what-can-market-research-do-for-you\"><span class=\"s1\">Was kann Marktforschung f\u00fcr Sie tun?<\/span><\/h2>\n\n\n\n<p class=\"p2\"><span class=\"s1\">If you work and <a href=\"https:\/\/www.sisinternational.com\/de\/trends-im-wellness-und-gesundheitsmarkt-in-europa\/\" title=\"Marktforschung im Gesundheits- und Wellnessbereich in Europa\" data-wpil-monitor-id=\"7647\">market in the wellness<\/a> market, you have a challenge. The products or services offered by your company are probably competing for consumer dollars, but not only within your category. So it is important not only to have a deep understanding of alternatives within your specific area, but also where you fit within the broader wellness market.<\/span><\/p>\n\n\n\n<p class=\"p2\"><span class=\"s1\">Mithilfe der Marktforschung l\u00e4sst sich untersuchen, was die Babyboomer kaufen, was ihre Kaufentscheidungen beeinflusst und welche Ver\u00e4nderungen bevorstehen.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-shopper-journey-analytics-reveal-a-split-boomer-buyer\">Why Shopper Journey Analytics Reveal a Split Boomer Buyer<\/h2>\n\n\n\n<p>The conventional view treats Baby Boomers as a single cohort with uniform health concerns. Shopper journey analytics tell a different story. Boomers split into two distinct buyer types: the &#8220;active ager&#8221; focused on vitality, mobility, and performance, and the &#8220;managed wellness&#8221; buyer focused on chronic condition support, cognitive maintenance, and joint health. These two segments shop through different channels, respond to different promotional triggers, and evaluate different product attributes at the shelf.<\/p>\n\n\n\n<p>The active ager gravitates toward branded supplements positioned around energy, collagen, and anti-aging. The managed wellness buyer compares dosage forms, reads clinical claims, and defaults to trusted national brands or pharmacist recommendations. Assortment rationalization that treats the vitamin category as one block misses the fact that these two buyer types occupy different decision trees entirely. A retailer optimizing shelf space allocation for the senior vitamin category needs two planograms, not one.<\/p>\n\n\n\n<p>Amazon, Costco, and CVS have each recognized this split, but their approaches diverge. Amazon&#8217;s recommendation engine pushes subscription bundles that favor the active ager through DTC channel economics. Costco uses pack size and unit economics to capture the managed wellness buyer who values per-dose cost. CVS leverages pharmacist adjacency to cross-sell condition-specific supplements at point of care. Each channel architecture reflects a different read on how Boomers shop for wellness products online and in-store.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"category-management-rewritten-around-boomer-consumption-patterns\">Category Management Rewritten Around Boomer Consumption Patterns<\/h2>\n\n\n\n<p>Standard category management optimization in wellness defaults to age-based segmentation that groups all consumers over 60 into a single tier. The firms gaining share are instead segmenting by consumption occasion: morning supplement stack, post-exercise recovery, sleep support, and cognitive maintenance. Each occasion demands different formats (gummies vs. capsules vs. powders), different price architectures, and different promotional cadences.<\/p>\n\n\n\n<p>Promotional lift measurement for Boomer wellness campaigns reveals a pattern that surprises most brand managers. Boomers exhibit lower impulse responsiveness to price cuts but significantly higher response to educational messaging, clinical endorsements, and loyalty program incentives. A trade spend optimization strategy built around standard BOGO mechanics underperforms one built around trial-size sampling paired with condition-education content at shelf.<\/p>\n\n\n\n<h2 class=\"wp-block-heading p2\" id=\"researching-the-baby-boomer-wellness-market\"><span class=\"s1\">Untersuchung des Babyboomer-Wellnessmarktes<\/span><\/h2>\n\n\n\n<p><strong><span class=\"s1\">1. Start by first identifying the objectives you have for your company\u2019s products or brands, and develop questions you would need to answer to act on them. Here are some broad and specific examples\u2026<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Welche Trends pr\u00e4gen Ihren Sektor oder Ihre Kategorie im Vergleich zur Gesamtbranche?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">what is the impact of new sleep-related products (e.g. temperature adjustable beds, pillows connected to apps, or machines that introduce calming sounds, odors and lighting)<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Welche neuen Produkte oder Dienstleistungen erregen Aufmerksamkeit?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">wer wird als ihre Meinungsf\u00fchrer oder Early Adopter wahrgenommen?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">wie\/wo werden sie darauf aufmerksam? (online, telefonisch, in den Medien)<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Was beeinflusst die Essaktivit\u00e4t? <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Bio-Lebensmittel, vom Erzeuger auf den Tisch? <\/span><\/li>\n\n\n\n<li><span class=\"s1\">welche geistigen und sozialen Vorteile bietet das Ausw\u00e4rtsessen \u2013 entspannend, gem\u00fctlich, unter der Woche, mit Fr\u00fchbucher-Sonderpreisen?<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Welche Merkmale beeinflussen Kaufentscheidungen f\u00fcr Lebensmittel? <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">frisch vs. gefroren, Kalorien, Ballaststoffgehalt?<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Hat die Verpackung Einfluss auf die Produktauswahl?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Leistungserkl\u00e4rung<\/span><\/li>\n\n\n\n<li><span class=\"s1\">N\u00e4hrwertangaben<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Gesundheitswarnungen<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Bilder von gesunden\/gl\u00fccklichen\/aktiven Menschen<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Welche Lebensmittel werden der Ern\u00e4hrung hinzugef\u00fcgt oder aus ihr entfernt?, z. B. Gr\u00fcnkohl, Gew\u00fcrze, Gluten, Milchprodukte<\/span><\/li>\n\n\n\n<li><span class=\"s1\">By what means does this segment monitor and track its wellness-related<\/span> behaviors (e.g. apps, wearable devices,<span class=\"s1\"> and clothing)<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong>2.&nbsp; Find a representative <a href=\"https:\/\/www.sisinternational.com\/de\/sachverstand\/branchen\/stichproben-marktforschung\/\" title=\"Stichproben-Marktforschung\" data-wpil-monitor-id=\"10763\">sample of your target market<\/a> to study (gender, education level, closer to 50, 60 or 70 years of age, geographical location).<\/strong><\/p>\n\n\n\n<figure class=\"gb-block-image gb-block-image-4f60c594\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-4f60c594\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9.jpg\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" alt=\"SIS International Marktforschung &amp; Strategie\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>3.&nbsp; Determine the methodology or combined methodologies to use, i.e. qualitative (focus groups, individual in-person interviews) or quantitative (<a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/marktforschungsunternehmen-mit-online-umfragen\/\" title=\"Online Umfrage Sampling Marktforschungsunternehmen\" data-wpil-monitor-id=\"10754\">online or phone surveys).<\/a> Also consider monitoring social media and supplementing efforts with secondary research.<\/strong><\/p>\n\n\n\n<p><strong><span class=\"s1\">4.&nbsp; Identify an experienced third-party supplier with the capability to execute your market research project (e.g. have focus group rooms, telephone interviewers, survey programmers), analyze, and report on its findings.<\/span><\/strong><\/p>\n\n\n\n<p class=\"p7\"><span class=\"s1\">You should be able to glean answers to your questions, confirm assumptions, and gain new insights as a result of a well-conducted market research program. <\/span><\/p>\n\n\n\n<p class=\"p7\"><span class=\"s1\">In many cases, more ideas will arise that will lead to further <a title=\"Produkttests Marktforschung\" data-wpil-monitor-id=\"10765\" href=\"https:\/\/www.sisinternational.com\/de\/losungen\/branding-und-kundenforschungslosungen\/produkttests-marktforschung\/\">product development and testing<\/a>.<\/span><\/p>\n\n\n<h2>Unser Standort in New York<\/h2>\n<p><!-- \/wp:post-content --> <!-- wp:html --> <iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m18!1m12!1m3!1d3022.976188376966!2d-73.99130312499956!3d40.740549471389315!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!1m2!1s0x89c259a15798c731%3A0xd695d09bdd495f25!2s11%20E%2022nd%20St%20FL%202%2C%20New%20York%2C%20NY%2010010%2C%20USA!5e0!3m2!1sen!2spe!4v1726171763526!5m2!1sen!2spe\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe> <!-- \/wp:html --> <!-- wp:paragraph --><\/p>\n<h4 class=\"wp-block-heading\">11 E 22nd Street, Floor 2, New York, NY 10010 T: +1(212) 505-6805<\/h4>\n<hr \/>\n<h2><span style=\"font-weight: 400;\">\u00dcber SIS International<\/span><\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/de\/\"><span style=\"font-weight: 400;\">SIS International<\/span><\/a><span style=\"font-weight: 400;\"> bietet quantitative, qualitative und strategische Forschung an. Wir liefern Daten, Tools, Strategien, Berichte und Erkenntnisse zur Entscheidungsfindung. Wir f\u00fchren auch Interviews, Umfragen, Fokusgruppen und andere Methoden und Ans\u00e4tze der Marktforschung durch.<\/span><a href=\"https:\/\/www.sisinternational.com\/de\/uber-sis-international-research\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> Kontakt<\/span><\/a><span style=\"font-weight: 400;\"> f\u00fcr Ihr n\u00e4chstes Marktforschungsprojekt.<\/span><\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Die Babyboomer-Generation macht einen gro\u00dfen Teil der Bev\u00f6lkerung aus und stellt einen wichtigen Markt f\u00fcr Sch\u00f6nheits- und Wellnessunternehmen dar.<\/p>","protected":false},"author":1,"featured_media":64875,"parent":27176,"menu_order":2,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-27448","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/27448","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/comments?post=27448"}],"version-history":[{"count":7,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/27448\/revisions"}],"predecessor-version":[{"id":85669,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/27448\/revisions\/85669"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/27176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media\/64875"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media?parent=27448"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}