Investigación de mercado de bienestar de los baby boomers

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’ 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.

Unlike younger consumers (e.g. millennials), they tend to have more time and money to devote to, and care for their bodies and appearance.

¿Qué es el mercado del Bienestar?

Este market covers a range of products que la gente pone en y sobre sus cuerpos o que son usado 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:

Alimento

• alimentación y nutrición saludables
• Programas de pérdida de peso, alimentos y bebidas.
• vitaminas, suplementos y medicamentos

Cuerpo

• cepillos de dientes eléctricos y recogedores de agua, alineadores/aparatos dentales, blanqueadores y enjuagues bucales
• beauty and anti-aging cosmetics, skin and hair care
• calzado como aparatos ortopédicos, soportes para el arco, aparatos ortopédicos, plantillas acolchadas para el calzado, calcetines y medias especiales
• aparatos para preparar y cocinar alimentos o bebidas, por ejemplo, picadoras, picadoras, licuadoras, ollas de cocción lenta
• salas de fitness para yoga, pilates y danza

Mente

• manantiales termales y minerales
• swimming pools, exercise machines, and equipment, both at health clubs and at home
• mind-body meditation and spiritually oriented retreats
• instalaciones de spa y masajes
• wellness at work – 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
• Bienestar en vacaciones: turismo, cruceros y otros viajes en grupo que enfatizan la alimentación saludable, la atención plena y el tratamiento del proceso de envejecimiento.

¿Qué puede hacer la investigación de mercado por usted?

If you work and market in the wellness 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.

La investigación de mercado ofrece un medio para investigar qué compran los baby boomers, qué influye en esas decisiones de compra y qué cambios se avecinan.

Why Shopper Journey Analytics Reveal a Split Boomer Buyer

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 “active ager” focused on vitality, mobility, and performance, and the “managed wellness” 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.

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.

Amazon, Costco, and CVS have each recognized this split, but their approaches diverge. Amazon’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.

Category Management Rewritten Around Boomer Consumption Patterns

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.

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.

Investigando el mercado del bienestar de los baby boomers

1. Start by first identifying the objectives you have for your company’s products or brands, and develop questions you would need to answer to act on them. Here are some broad and specific examples…

• ¿Qué tendencias están dando forma a su sector o categoría en comparación con la industria en general?
  • 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)
• ¿Qué nuevos productos o servicios están llamando la atención?
  • ¿Quiénes son percibidos como sus líderes de opinión o sus primeros usuarios?
  • ¿Cómo/dónde toman conciencia de ellos? (en línea, por teléfono, medios)
• ¿Qué influye en la actividad gastronómica?
  • ¿Alimentos orgánicos, de la granja a la mesa?
  • ¿Cuáles son los beneficios mentales y sociales de salir a cenar: relajación, tranquilidad, entre semana y precios especiales para madrugadores?
• ¿Qué características impactan las decisiones de compra de alimentos?
  • ¿fresco versus congelado, calorías, contenido de fibra?
• ¿El embalaje afecta la selección de productos?
  • declaración de beneficios
  • datos nutricionales
  • advertencias sanitarias
  • fotos de personas sanas/felices/activas
• ¿Qué alimentos se añaden o se quitan de la dieta?, por ejemplo, col rizada, especias, gluten, lácteos
• By what means does this segment monitor and track its wellness-related behaviors (e.g. apps, wearable devices, and clothing)

2.  Find a representative sample of your target market to study (gender, education level, closer to 50, 60 or 70 years of age, geographical location).

3.  Determine the methodology or combined methodologies to use, i.e. qualitative (focus groups, individual in-person interviews) or quantitative (online or phone surveys). Also consider monitoring social media and supplementing efforts with secondary research.

4.  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.

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.

In many cases, more ideas will arise that will lead to further product development and testing.

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SIS Internacional ofrece investigación cuantitativa, cualitativa y estratégica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. También realizamos entrevistas, encuestas, grupos focales y otros métodos y enfoques de investigación de mercado. Póngase en contacto con nosotros para su próximo proyecto de Investigación de Mercado.