Ricerche di mercato sul benessere dei baby boomer

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.

Cos’è il mercato del Benessere?

Questo market covers a range of products che la gente ha messo in E su i loro corpi o quello che sono usato 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:

Cibo

• alimentazione e nutrizione sana
• programmi di perdita di peso, cibi e bevande
• vitamine, integratori e medicinali

Corpo

• spazzolini da denti elettrici e strumenti per l'acqua, allineatori/apparecchio per i denti, sbiancanti e collutori
• beauty and anti-aging cosmetics, skin and hair care
• calzature come plantari, plantari, tutori, inserti imbottiti per scarpe, calzini e calze speciali
• apparecchi per preparare e cuocere cibi o bevande, ad esempio tritatutto, tritacarne, frullatori, pentole a cottura lenta
• studi fitness per yoga, pilates e danza

Mente

• sorgenti termali e minerali
• swimming pools, exercise machines, and equipment, both at health clubs and at home
• mind-body meditation and spiritually oriented retreats
• centro benessere e massaggi
• 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
• benessere in vacanza: turismo, crociere e altri viaggi di gruppo che mettono in risalto il cibo sano, la consapevolezza e la gestione del processo di invecchiamento

Cosa possono fare per te le ricerche di mercato?

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.

Le ricerche di mercato offrono un mezzo per condurre un’indagine su cosa acquistano i baby boomer, cosa influenza tali decisioni di acquisto e quali cambiamenti ci attendono.

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.

Ricerca sul mercato del benessere dei baby boomer

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…

• Quali tendenze stanno modellando il tuo settore o categoria rispetto al settore in generale?
  • 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)
• Quali nuovi prodotti o servizi stanno attirando l’attenzione?
  • chi sono percepiti come loro opinion leader o early adopter?
  • come/dove ne vengono a conoscenza? (online, al telefono, media)
• Cosa influenza l’attività culinaria?
  • alimenti biologici, dalla fattoria alla tavola?
  • quali sono i benefici mentali e sociali del cenare fuori: relax, relax, metà settimana, prezzi speciali per chi prenota prima?
• Quali caratteristiche influiscono sulle decisioni di acquisto degli alimenti?
  • fresco vs congelato, calorie, contenuto di fibre?
• Il packaging influisce sulla scelta del prodotto?
  • dichiarazione dei benefici
  • dati nutrizionali
  • avvertenze sanitarie
  • immagini di persone sane/felici/attive
• Quali alimenti vengono aggiunti o sottratti dalla propria dieta?, ad esempio cavoli, spezie, glutine, latticini
• 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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A proposito di SIS Internazionale

SIS Internazionale offre ricerca quantitativa, qualitativa e strategica. Forniamo dati, strumenti, strategie, report e approfondimenti per il processo decisionale. Conduciamo anche interviste, sondaggi, focus group e altri metodi e approcci di ricerca di mercato. Contattaci per il tuo prossimo progetto di ricerca di mercato.