婴儿潮一代健康市场研究

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.

什么是健康？

This term has several definitions and dimensions and varies depending on who you ask.

• 最常见的是 身体方面 与在没有不适、疲劳或疾病的情况下完成日常任务的能力有关。  这些强调健康的习惯（健康饮食和锻炼），同时避免吸烟或服用有害药物等不健康的习惯。
• 第二个被提及最多的是 精神或心理 自然界中的积极态度，例如对生活的积极态度、平静的感觉以及在家里、工作中和社交环境中的健康关系。
• 因此，人们常常将它们简单地结合为“身心健康”。

什么是健康市场？

This market covers a range of products that people put 进入 和 到 他们的身体或 用过的 in some manner that promotes good health. In addition, there are services that help to maintain or improve their well-being. It is an enormous and growing global market, with key sectors and products that include:

食物

• 健康饮食和营养
• 减肥计划、食品和饮料
• 维生素、补充剂和药物

身体

• 电动牙刷和漱口水、牙齿矫正器/牙套、增白剂和漱口水
• 美容和抗衰老化妆品、皮肤和头发护理
• 鞋类，如矫形器、足弓支撑器、支架、缓冲鞋垫、特殊袜子和长袜
• 准备和烹饪食物或饮料的器具，例如切碎机、研磨机、搅拌机、慢炖锅
• 瑜伽、普拉提和舞蹈健身工作室

头脑

• 温泉和矿泉
• swimming pools, exercise machines, and equipment, both at health clubs and at home
• mind-body meditation and spiritually oriented retreats
• 水疗和按摩设施
• 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
• 度假养生——旅游、游轮和其他团体旅行，强调健康饮食、正念和应对衰老过程

市场调研能为您做什么？

如果您从事健康市场营销，那么您将面临挑战。您公司提供的产品或服务可能正在争夺消费者的钱，但不仅仅是在您的类别中。因此，不仅要深入了解您所在特定领域的替代方案，还要了解您在更广泛的健康市场中的位置，这一点很重要。

市场研究提供了一种方法来调查婴儿潮一代购买什么、什么影响了他们的购买决策以及未来将发生哪些变化。

研究婴儿潮一代的健康市场

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…

• 与整个行业相比，哪些趋势正在影响您的行业或类别？
  • 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)
• 哪些新产品或新服务正在引起关注？
  • 谁被视为他们的意见领袖或早期采用者？
  • 他们如何/从哪里得知这些信息？（在线、通过电话、通过媒体）
• 什么影响了就餐活动？
  • 有机食品，从农场到餐桌？
  • 外出就餐对心理和社会有哪些好处——放松、悠闲、周中、早起的鸟儿有特价？
• 哪些特征会影响食品购买决策？
  • 新鲜与冷冻、卡路里、纤维含量？
• 包装会影响产品选择吗？
  • 福利声明
  • 营养数据
  • 健康警告
  • 健康/快乐/活跃的人的照片
• 饮食中添加或减少了哪些食物？例如羽衣甘蓝、香料、麸质、乳制品
• By what means does this segment monitor and track its wellness-related behaviors (e.g. apps, wearable devices, and clothing)

2.  Find a representative 目标样本 研究市场（性别、教育水平、年龄接近50、60或70岁、地理位置）。

3.  Determine the 方法论或组合方法论 可以使用定性方法（焦点小组、个人面对面访谈）或定量方法（在线或电话调查）。还可以考虑监测社交媒体，并通过二手研究来补充努力。

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.

在许多情况下，会出现更多的想法，从而引发进一步的产品开发和测试。

关于 SIS

SIS Beauty Innovation Consulting is the Beauty Consulting arm of SIS International Research.  We provide Beauty Innovation consulting for companies expanding in new markets and launching new products.  Our key solutions include Consulting, Research, Product Testing, Strategy Development and Event Marketing.  We conduct Focus Groups, Consumer Interviews, In-Home Ethnography, Product Usability testing, and Online Interviews.  We can also do Online Insight communities with Baby Boomer women to test your products and provide trend tracking.