{"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":"etude-de-marche-sur-le-bien-etre-des-baby-boomers","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/solutions\/etude-de-marche-des-produits-de-beaute\/etude-de-marche-sur-le-bien-etre-des-baby-boomers\/","title":{"rendered":"\u00c9tude de march\u00e9 sur le bien-\u00eatre des baby-boomers"},"content":{"rendered":"<h1 class=\"wp-block-heading p1\"><span class=\"s1\">\u00c9tude de march\u00e9 sur le bien-\u00eatre des baby-boomers <\/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=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\"><\/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\">Qu\u2019est-ce que le march\u00e9 du Bien-\u00eatre ?<\/a><\/li><li class=\"\"><a href=\"#what-can-market-research-do-for-you\">Que peuvent faire les \u00e9tudes de march\u00e9 pour vous ?<\/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\">\u00c9tude du march\u00e9 du bien-\u00eatre des baby-boomers<\/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\">Qu\u2019est-ce que le march\u00e9 du Bien-\u00eatre ?<\/span><\/h2>\n\n\n\n<p class=\"p2\"><span class=\"s1\">Ce <a title=\"\u00c9tude de march\u00e9 sur les produits de soins personnels\" data-wpil-monitor-id=\"10759\" href=\"https:\/\/www.sisinternational.com\/fr\/competence\/cv-dexperience\/etude-de-marche-sur-les-produits-de-soins-personnels\/\">market covers a range of products<\/a> que les gens mettent <b>dans<\/b> et <b>sur<\/b> leur corps ou qui sont <b>utilis\u00e9<\/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;\">Nourriture<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">alimentation et nutrition saines<\/span><\/li>\n\n\n\n<li><span class=\"s1\">programmes de perte de poids, aliments et boissons<\/span><\/li>\n\n\n\n<li><span class=\"s1\">vitamines, suppl\u00e9ments et m\u00e9dicaments<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong><span style=\"text-decoration: underline;\">Corps<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">brosses \u00e0 dents \u00e9lectriques et cure-eau, aligneurs\/appareils dentaires, blanchisseurs et bains de bouche<\/span><\/li>\n\n\n\n<li><span class=\"s1\">beauty and anti-aging cosmetics, <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/tests-de-recherche-sur-les-soins-de-la-peau\/\" title=\"Recherche et tests sur les soins de la peau\" data-wpil-monitor-id=\"10760\">skin and hair care<\/a><\/span><\/li>\n\n\n\n<li><span class=\"s1\">chaussures telles que orth\u00e8ses, supports de vo\u00fbte plantaire, orth\u00e8ses, inserts de chaussures rembourr\u00e9s, chaussettes et bas sp\u00e9ciaux<\/span><\/li>\n\n\n\n<li><span class=\"s1\">appareils pour pr\u00e9parer et cuire des aliments ou des boissons, par exemple hachoirs, broyeurs, m\u00e9langeurs, mijoteuses<\/span><\/li>\n\n\n\n<li><span class=\"s1\">studios de fitness pour le yoga, le Pilates et la danse<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong><span style=\"text-decoration: underline;\">Esprit<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">sources chaudes et min\u00e9rales<\/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\">installations de spa et de massage<\/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\">bien-\u00eatre en vacances \u2013 tourisme, croisi\u00e8res et autres voyages de groupe qui mettent l\u2019accent sur une alimentation saine, la pleine conscience et la gestion du processus de vieillissement<\/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\">Que peuvent faire les \u00e9tudes de march\u00e9 pour vous ?<\/span><\/h2>\n\n\n\n<p class=\"p2\"><span class=\"s1\">If you work and <a href=\"https:\/\/www.sisinternational.com\/fr\/tendances-du-marche-du-bien-etre-et-de-la-sante-en-europe\/\" title=\"\u00c9tude de march\u00e9 sur la sant\u00e9 et le bien-\u00eatre en Europe\" 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\">Les \u00e9tudes de march\u00e9 offrent un moyen de mener une enqu\u00eate sur ce qu\u2019ach\u00e8tent les baby-boomers, ce qui influence ces d\u00e9cisions d\u2019achat et les changements \u00e0 venir.<\/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\">\u00c9tude du march\u00e9 du bien-\u00eatre des baby-boomers<\/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\">Quelles tendances fa\u00e7onnent votre secteur ou votre cat\u00e9gorie par rapport \u00e0 l\u2019ensemble du secteur\u00a0?<\/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\">Quels nouveaux produits ou services retiennent l\u2019attention ?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">qui sont per\u00e7us comme leurs leaders d\u2019opinion ou leurs premiers adeptes\u00a0?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">comment\/o\u00f9 en prennent-ils conscience ? (en ligne, au t\u00e9l\u00e9phone, dans les m\u00e9dias)<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Qu\u2019est-ce qui influence l\u2019activit\u00e9 culinaire\u00a0? <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">des aliments biologiques, de la ferme \u00e0 la table\u00a0? <\/span><\/li>\n\n\n\n<li><span class=\"s1\">Quels sont les avantages mentaux et sociaux d&#039;un d\u00eener au restaurant\u00a0: d\u00e9tente, d\u00e9tente, en milieu de semaine, tarifs sp\u00e9ciaux pour les l\u00e8ve-t\u00f4t\u00a0?<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Quelles caract\u00e9ristiques ont un impact sur les d\u00e9cisions d\u2019achat de produits alimentaires\u00a0? <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">frais ou surgel\u00e9, calories, teneur en fibres\u00a0?<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">L\u2019emballage a-t-il un impact sur la s\u00e9lection des produits\u00a0?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">relev\u00e9 de prestations<\/span><\/li>\n\n\n\n<li><span class=\"s1\">donn\u00e9es nutritionnelles<\/span><\/li>\n\n\n\n<li><span class=\"s1\">avertissements sanitaires<\/span><\/li>\n\n\n\n<li><span class=\"s1\">photos de personnes en bonne sant\u00e9\/heureuses\/actives<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Quels aliments sont ajout\u00e9s ou soustraits de l&#039;alimentation\u00a0?, par exemple le chou fris\u00e9, les \u00e9pices, le gluten, les produits laitiers<\/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\/fr\/competence\/les-industries\/etude-de-marche-sur-lechantillonnage\/\" title=\"\u00c9tude de march\u00e9 sur l\u2019\u00e9chantillonnage\" 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=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\"><\/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\/fr\/solutions\/societe-detudes-de-marche-par-echantillonnage-et-sondage-en-ligne\/\" title=\"Enqu\u00eate en ligne \u00c9chantillonnage Soci\u00e9t\u00e9 d&#039;\u00e9tudes de march\u00e9\" 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=\"\u00c9tude de march\u00e9 sur les tests de produits\" data-wpil-monitor-id=\"10765\" href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-branding-et-de-recherche-client\/etude-de-marche-sur-les-tests-de-produits\/\">product development and testing<\/a>.<\/span><\/p>\n\n\n<h2>Notre emplacement \u00e0 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, \u00e9tage 2, New York, NY 10010 T\u00e9l. : +1(212) 505-6805<\/h4>\n<hr \/>\n<h2><span style=\"font-weight: 400;\">\u00c0 propos de SIS International<\/span><\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/fr\/\"><span style=\"font-weight: 400;\">SIS International<\/span><\/a><span style=\"font-weight: 400;\"> propose des recherches quantitatives, qualitatives et strat\u00e9giques. Nous fournissons des donn\u00e9es, des outils, des strat\u00e9gies, des rapports et des informations pour la prise de d\u00e9cision. Nous menons \u00e9galement des entretiens, des enqu\u00eates, des groupes de discussion et d\u2019autres m\u00e9thodes et approches d\u2019\u00e9tudes de march\u00e9.<\/span><a href=\"https:\/\/www.sisinternational.com\/fr\/a-propos-de-la-recherche-internationale-sis\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> Contactez nous<\/span><\/a><span style=\"font-weight: 400;\"> pour votre prochain projet d&#039;\u00e9tude de march\u00e9.<\/span><\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Les baby-boomers constituent une tranche importante de la population et repr\u00e9sentent un march\u00e9 majeur pour les entreprises de beaut\u00e9 et de bien-\u00eatre.<\/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\/fr\/wp-json\/wp\/v2\/pages\/27448","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=27448"}],"version-history":[{"count":7,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/27448\/revisions"}],"predecessor-version":[{"id":85669,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/27448\/revisions\/85669"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/27176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/64875"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=27448"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}