{"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":"ricerche-di-mercato-sul-benessere-dei-baby-boomer","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/it\/soluzioni\/ricerche-di-mercato-sui-prodotti-di-bellezza\/ricerche-di-mercato-sul-benessere-dei-baby-boomer\/","title":{"rendered":"Ricerche di mercato sul benessere dei baby boomer"},"content":{"rendered":"<h1 class=\"wp-block-heading p1\"><span class=\"s1\">Ricerche di mercato sul benessere dei baby boomer <\/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=\"Ricerca e strategia di mercato internazionale 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\">Cos\u2019\u00e8 il mercato del Benessere?<\/a><\/li><li class=\"\"><a href=\"#what-can-market-research-do-for-you\">Cosa possono fare per te le ricerche di mercato?<\/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\">Ricerca sul mercato del benessere dei baby boomer<\/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\">Cos\u2019\u00e8 il mercato del Benessere?<\/span><\/h2>\n\n\n\n<p class=\"p2\"><span class=\"s1\">Questo <a title=\"Ricerche di mercato sui prodotti per la cura personale\" data-wpil-monitor-id=\"10759\" href=\"https:\/\/www.sisinternational.com\/it\/competenza\/curriculum-di-esperienza\/ricerche-di-mercato-sui-prodotti-per-la-cura-personale\/\">market covers a range of products<\/a> che la gente ha messo <b>in<\/b> E <b>su<\/b> i loro corpi o quello che sono <b>usato<\/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;\">Cibo<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">alimentazione e nutrizione sana<\/span><\/li>\n\n\n\n<li><span class=\"s1\">programmi di perdita di peso, cibi e bevande<\/span><\/li>\n\n\n\n<li><span class=\"s1\">vitamine, integratori e medicinali<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong><span style=\"text-decoration: underline;\">Corpo<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">spazzolini da denti elettrici e strumenti per l&#039;acqua, allineatori\/apparecchio per i denti, sbiancanti e collutori<\/span><\/li>\n\n\n\n<li><span class=\"s1\">beauty and anti-aging cosmetics, <a href=\"https:\/\/www.sisinternational.com\/it\/competenza\/industrie\/test-di-ricerca-sulla-cura-della-pelle\/\" title=\"Ricerca e test sulla cura della pelle\" data-wpil-monitor-id=\"10760\">skin and hair care<\/a><\/span><\/li>\n\n\n\n<li><span class=\"s1\">calzature come plantari, plantari, tutori, inserti imbottiti per scarpe, calzini e calze speciali<\/span><\/li>\n\n\n\n<li><span class=\"s1\">apparecchi per preparare e cuocere cibi o bevande, ad esempio tritatutto, tritacarne, frullatori, pentole a cottura lenta<\/span><\/li>\n\n\n\n<li><span class=\"s1\">studi fitness per yoga, pilates e danza<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong><span style=\"text-decoration: underline;\">Mente<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">sorgenti termali e minerali<\/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\">centro benessere e massaggi<\/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\">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<\/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\">Cosa possono fare per te le ricerche di mercato?<\/span><\/h2>\n\n\n\n<p class=\"p2\"><span class=\"s1\">If you work and <a href=\"https:\/\/www.sisinternational.com\/it\/tendenze-nel-mercato-del-benessere-e-della-salute-in-europa\/\" title=\"Ricerche di mercato nel settore sanitario e benessere 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\">Le ricerche di mercato offrono un mezzo per condurre un\u2019indagine su cosa acquistano i baby boomer, cosa influenza tali decisioni di acquisto e quali cambiamenti ci attendono.<\/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\">Ricerca sul mercato del benessere dei baby boomer<\/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\">Quali tendenze stanno modellando il tuo settore o categoria rispetto al settore in generale?<\/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\">Quali nuovi prodotti o servizi stanno attirando l\u2019attenzione?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">chi sono percepiti come loro opinion leader o early adopter?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">come\/dove ne vengono a conoscenza? (online, al telefono, media)<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Cosa influenza l\u2019attivit\u00e0 culinaria? <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">alimenti biologici, dalla fattoria alla tavola? <\/span><\/li>\n\n\n\n<li><span class=\"s1\">quali sono i benefici mentali e sociali del cenare fuori: relax, relax, met\u00e0 settimana, prezzi speciali per chi prenota prima?<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Quali caratteristiche influiscono sulle decisioni di acquisto degli alimenti? <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">fresco vs congelato, calorie, contenuto di fibre?<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Il packaging influisce sulla scelta del prodotto?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">dichiarazione dei benefici<\/span><\/li>\n\n\n\n<li><span class=\"s1\">dati nutrizionali<\/span><\/li>\n\n\n\n<li><span class=\"s1\">avvertenze sanitarie<\/span><\/li>\n\n\n\n<li><span class=\"s1\">immagini di persone sane\/felici\/attive<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Quali alimenti vengono aggiunti o sottratti dalla propria dieta?, ad esempio cavoli, spezie, glutine, latticini<\/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\/it\/competenza\/industrie\/campionamento-di-ricerche-di-mercato\/\" title=\"Campionamento di ricerche di mercato\" 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=\"Ricerca e strategia di mercato internazionale 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\/it\/soluzioni\/societa-di-ricerche-di-mercato-per-il-campionamento-di-sondaggi-online\/\" title=\"Societ\u00e0 di ricerche di mercato per il campionamento di sondaggi online\" 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=\"Ricerche di mercato sui test dei prodotti\" data-wpil-monitor-id=\"10765\" href=\"https:\/\/www.sisinternational.com\/it\/soluzioni\/soluzioni-di-branding-e-ricerca-clienti\/ricerche-di-mercato-per-test-di-prodotto\/\">product development and testing<\/a>.<\/span><\/p>\n\n\n<h2>La nostra sede a 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, Piano 2, New York, NY 10010 T: +1(212) 505-6805<\/h4>\n<hr \/>\n<h2><span style=\"font-weight: 400;\">A proposito di SIS Internazionale<\/span><\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/it\/\"><span style=\"font-weight: 400;\">SIS Internazionale<\/span><\/a><span style=\"font-weight: 400;\"> 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.<\/span><a href=\"https:\/\/www.sisinternational.com\/it\/sulla-sua-ricerca-internazionale\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> Contattaci<\/span><\/a><span style=\"font-weight: 400;\"> per il tuo prossimo progetto di ricerca di mercato.<\/span><\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>I Baby Boomer rappresentano un ampio segmento della popolazione e rappresentano un mercato importante per le aziende del settore Beauty e Wellness.<\/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\/it\/wp-json\/wp\/v2\/pages\/27448","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/comments?post=27448"}],"version-history":[{"count":7,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages\/27448\/revisions"}],"predecessor-version":[{"id":85669,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages\/27448\/revisions\/85669"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/pages\/27176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/media\/64875"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/media?parent=27448"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}