베이비붐 세대 웰니스 시장 조사

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.

웰니스 시장이란?

이것 market covers a range of products 사람들이 넣은 것 ~ 안으로 그리고 위에 그들의 몸이 아니면 사용된 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:

음식

• 건강한 식습관과 영양
• 체중 감량 프로그램, 음식 및 음료
• 비타민, 보충제 및 의약품

몸

• 전동칫솔 및 워터픽, 치아교정기/교정기, 미백제, 구강세정제
• beauty and anti-aging cosmetics, skin and hair care
• 교정기, 아치 지지대, 버팀대, 쿠션이 있는 신발 삽입물, 특수 양말 및 스타킹과 같은 신발
• 음식이나 음료를 준비하고 조리하는 기기(예: 다지기, 분쇄기, 블렌더, 슬로우 쿠커)
• 요가, 필라테스, 댄스를 위한 피트니스 스튜디오

정신

• 온천과 광천
• swimming pools, exercise machines, and equipment, both at health clubs and at home
• mind-body meditation and spiritually oriented retreats
• 스파와 마사지 시설
• 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
• 휴가 중 웰니스 – 건강에 좋은 음식, 마음챙김, 노화 과정 처리를 강조하는 관광, 크루즈 및 기타 단체 여행

시장 조사가 당신에게 어떤 도움을 줄 수 있나요?

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.

시장 조사는 베이비 붐 세대가 무엇을 구매하는지, 무엇이 그러한 구매 결정에 영향을 미치는지, 앞으로 어떤 변화가 있을지 조사하는 수단을 제공합니다.

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.

베이비붐 세대 웰니스 시장 조사

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…

• 전체 산업과 비교하여 귀하의 부문 또는 카테고리를 형성하는 추세는 무엇입니까?
  • 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)
• 어떤 새로운 제품이나 서비스가 주목받고 있나요?
  • 누가 오피니언 리더 또는 얼리 어답터로 인식됩니까?
  • 어떻게/어디에서 알게 됩니까? (온라인, 전화, 미디어)
• 식사 활동에 영향을 미치는 것은 무엇입니까?
  • 유기농 식품, 농장에서 식탁까지?
  • 외식의 정신적, 사회적 이점은 무엇입니까? 휴식, 여유, 주중, 조기 특별 가격?
• 식품 구매 결정에 영향을 미치는 기능은 무엇입니까?
  • 신선 vs. 냉동, 칼로리, 섬유질 함량?
• 포장이 제품 선택에 영향을 미치나요?
  • 혜택 명세서
  • 영양 데이터
  • 건강 경고
  • 건강한/행복한/활동적인 사람들의 사진
• 식단에 어떤 음식을 추가하거나 빼나요?(예: 케일, 향신료, 글루텐, 유제품)
• 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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