{"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":"pesquisa-de-mercado-de-bem-estar-dos-baby-boomers","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/solucoes\/pesquisa-de-mercado-de-produtos-de-beleza\/pesquisa-de-mercado-de-bem-estar-dos-baby-boomers\/","title":{"rendered":"Pesquisa de mercado de bem-estar dos Baby Boomers"},"content":{"rendered":"<h1 class=\"wp-block-heading p1\"><span class=\"s1\">Pesquisa de mercado de bem-estar dos 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=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da 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\">O que \u00e9 o mercado de Bem-Estar?<\/a><\/li><li class=\"\"><a href=\"#what-can-market-research-do-for-you\">O que a pesquisa de mercado pode fazer por voc\u00ea?<\/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\">Pesquisando o mercado de bem-estar dos 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\">O que \u00e9 o mercado de Bem-Estar?<\/span><\/h2>\n\n\n\n<p class=\"p2\"><span class=\"s1\">Esse <a title=\"Pesquisa de mercado de produtos de cuidados pessoais\" data-wpil-monitor-id=\"10759\" href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/curriculos-de-experiencia\/pesquisa-de-mercado-de-produtos-de-higiene-pessoal\/\">market covers a range of products<\/a> que as pessoas colocam <b>em<\/b> e <b>para<\/b> seus corpos ou que sejam <b>usado<\/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;\">Comida<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">alimenta\u00e7\u00e3o saud\u00e1vel e nutri\u00e7\u00e3o<\/span><\/li>\n\n\n\n<li><span class=\"s1\">programas de perda de peso, alimentos e bebidas<\/span><\/li>\n\n\n\n<li><span class=\"s1\">vitaminas, suplementos e medicamentos<\/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\">escovas de dente el\u00e9tricas e coletores de \u00e1gua, alinhadores\/aparelhos dent\u00e1rios, branqueadores e enxaguat\u00f3rios bucais<\/span><\/li>\n\n\n\n<li><span class=\"s1\">beauty and anti-aging cosmetics, <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/testes-de-pesquisa-de-cuidados-com-a-pele\/\" title=\"Pesquisa e testes de cuidados com a pele\" data-wpil-monitor-id=\"10760\">skin and hair care<\/a><\/span><\/li>\n\n\n\n<li><span class=\"s1\">cal\u00e7ados, como \u00f3rteses, suportes de arco, suspens\u00f3rios, palmilhas acolchoadas, meias e meias especiais<\/span><\/li>\n\n\n\n<li><span class=\"s1\">aparelhos para preparar e cozinhar alimentos ou bebidas, por exemplo, picadores, moedores, liquidificadores, fog\u00f5es lentos<\/span><\/li>\n\n\n\n<li><span class=\"s1\">est\u00fadios de fitness para ioga, Pilates e dan\u00e7a<\/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\">fontes termais e minerais<\/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\">instala\u00e7\u00f5es de spa e massagens<\/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\">bem-estar nas f\u00e9rias \u2013 turismo, cruzeiros e outras viagens em grupo que enfatizam alimenta\u00e7\u00e3o saud\u00e1vel, aten\u00e7\u00e3o plena e como lidar com o processo de envelhecimento<\/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\">O que a pesquisa de mercado pode fazer por voc\u00ea?<\/span><\/h2>\n\n\n\n<p class=\"p2\"><span class=\"s1\">If you work and <a href=\"https:\/\/www.sisinternational.com\/pt\/tendencias-do-mercado-de-bem-estar-e-saude-na-europa\/\" title=\"Pesquisa de mercado de sa\u00fade e bem-estar na 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\">A pesquisa de mercado oferece um meio de conduzir uma investiga\u00e7\u00e3o sobre o que os baby boomers compram, o que influencia essas decis\u00f5es de compra e quais mudan\u00e7as est\u00e3o por vir.<\/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\">Pesquisando o mercado de bem-estar dos 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\">Que tend\u00eancias est\u00e3o moldando o seu setor ou categoria em compara\u00e7\u00e3o com a ind\u00fastria em geral?<\/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\">Quais novos produtos ou servi\u00e7os est\u00e3o ganhando aten\u00e7\u00e3o?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">que s\u00e3o percebidos como l\u00edderes de opini\u00e3o ou pioneiros?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">como\/onde eles tomam conhecimento deles? (on-line, por telefone, m\u00eddia)<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">O que est\u00e1 influenciando a atividade gastron\u00f4mica? <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">alimentos org\u00e2nicos, da fazenda \u00e0 mesa? <\/span><\/li>\n\n\n\n<li><span class=\"s1\">quais s\u00e3o os benef\u00edcios mentais e sociais de jantar fora \u2013 pre\u00e7os especiais relaxantes, de lazer, no meio da semana e para madrugadores?<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Quais recursos impactam as decis\u00f5es de compra de alimentos? <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">fresco vs. congelado, calorias, conte\u00fado de fibra?<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">A embalagem afeta a sele\u00e7\u00e3o do produto?<\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">declara\u00e7\u00e3o de benef\u00edcios<\/span><\/li>\n\n\n\n<li><span class=\"s1\">dados nutricionais<\/span><\/li>\n\n\n\n<li><span class=\"s1\">advert\u00eancias de sa\u00fade<\/span><\/li>\n\n\n\n<li><span class=\"s1\">fotos de pessoas saud\u00e1veis\/felizes\/ativas<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\">Quais alimentos est\u00e3o sendo adicionados ou subtra\u00eddos da dieta? Por exemplo, couve, especiarias, gl\u00faten, latic\u00ednios<\/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\/pt\/pericia\/industrias\/amostragem-de-pesquisa-de-mercado\/\" title=\"Amostragem de pesquisa de mercado\" 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=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da 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\/pt\/solucoes\/empresa-de-pesquisa-de-mercado-por-amostragem-de-pesquisa-on-line\/\" title=\"Empresa de pesquisa de mercado de amostragem de pesquisa on-line\" 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=\"Pesquisa de mercado para testes de produtos\" data-wpil-monitor-id=\"10765\" href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-branding-e-pesquisa-de-clientes\/pesquisa-de-mercado-para-testes-de-produtos\/\">product development and testing<\/a>.<\/span><\/p>\n\n\n<h2>Localiza\u00e7\u00e3o de nossas instala\u00e7\u00f5es em Nova 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, andar 2, Nova York, NY 10010 T: +1(212) 505-6805<\/h4>\n<hr \/>\n<h2><span style=\"font-weight: 400;\">Sobre SIS Internacional<\/span><\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/pt\/\"><span style=\"font-weight: 400;\">SIS Internacional<\/span><\/a><span style=\"font-weight: 400;\"> oferece pesquisa quantitativa, qualitativa e estrat\u00e9gica. Fornecemos dados, ferramentas, estrat\u00e9gias, relat\u00f3rios e insights para a tomada de decis\u00f5es. Tamb\u00e9m realizamos entrevistas, pesquisas, grupos focais e outros m\u00e9todos e abordagens de Pesquisa de Mercado.<\/span><a href=\"https:\/\/www.sisinternational.com\/pt\/sobre-a-sis-international-research\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> Entre em contato conosco<\/span><\/a><span style=\"font-weight: 400;\"> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/span><\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Os Baby Boomers s\u00e3o um grande segmento da popula\u00e7\u00e3o e representam um importante mercado para empresas de beleza e bem-estar.<\/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\/pt\/wp-json\/wp\/v2\/pages\/27448","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=27448"}],"version-history":[{"count":7,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/27448\/revisions"}],"predecessor-version":[{"id":85669,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/27448\/revisions\/85669"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/27176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/64875"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=27448"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}