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.

什么是健康市场？

这 market covers a range of products 人们把 进入 和 到 他们的身体或 用过的 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:

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
• beauty and anti-aging cosmetics, skin and hair care
• 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？

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.

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。

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.

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 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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