Pesquisa de mercado de bem-estar dos 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.

O que é o mercado de Bem-Estar?

Esse market covers a range of products que as pessoas colocam em e para seus corpos ou que sejam 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:

Comida

• alimentação saudável e nutrição
• programas de perda de peso, alimentos e bebidas
• vitaminas, suplementos e medicamentos

Corpo

• escovas de dente elétricas e coletores de água, alinhadores/aparelhos dentários, branqueadores e enxaguatórios bucais
• beauty and anti-aging cosmetics, skin and hair care
• calçados, como órteses, suportes de arco, suspensórios, palmilhas acolchoadas, meias e meias especiais
• aparelhos para preparar e cozinhar alimentos ou bebidas, por exemplo, picadores, moedores, liquidificadores, fogões lentos
• estúdios de fitness para ioga, Pilates e dança

Mente

• fontes termais e minerais
• swimming pools, exercise machines, and equipment, both at health clubs and at home
• mind-body meditation and spiritually oriented retreats
• instalações de spa e massagens
• 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
• bem-estar nas férias – turismo, cruzeiros e outras viagens em grupo que enfatizam alimentação saudável, atenção plena e como lidar com o processo de envelhecimento

O que a pesquisa de mercado pode fazer por você?

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.

A pesquisa de mercado oferece um meio de conduzir uma investigação sobre o que os baby boomers compram, o que influencia essas decisões de compra e quais mudanças estão por vir.

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.

Pesquisando o mercado de bem-estar dos 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…

• Que tendências estão moldando o seu setor ou categoria em comparação com a indústria em geral?
  • 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)
• Quais novos produtos ou serviços estão ganhando atenção?
  • que são percebidos como líderes de opinião ou pioneiros?
  • como/onde eles tomam conhecimento deles? (on-line, por telefone, mídia)
• O que está influenciando a atividade gastronômica?
  • alimentos orgânicos, da fazenda à mesa?
  • quais são os benefícios mentais e sociais de jantar fora – preços especiais relaxantes, de lazer, no meio da semana e para madrugadores?
• Quais recursos impactam as decisões de compra de alimentos?
  • fresco vs. congelado, calorias, conteúdo de fibra?
• A embalagem afeta a seleção do produto?
  • declaração de benefícios
  • dados nutricionais
  • advertências de saúde
  • fotos de pessoas saudáveis/felizes/ativas
• Quais alimentos estão sendo adicionados ou subtraídos da dieta? Por exemplo, couve, especiarias, glúten, laticínios
• 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 oferece pesquisa quantitativa, qualitativa e estratégica. Fornecemos dados, ferramentas, estratégias, relatórios e insights para a tomada de decisões. Também realizamos entrevistas, pesquisas, grupos focais e outros métodos e abordagens de Pesquisa de Mercado. Entre em contato conosco para o seu próximo projeto de pesquisa de mercado.