What do mature consumers want?

The graying of America has become a major marketing issue as baby boomers assimilate into the 55-plus-years-old category of consumers, expanding this segment into unparalleled marketing opportunities. To assess what is important in a package to mature consumers, Charles Biondo Design Associates (CBDA), a New York marketing/package design consultancy, conducted a survey focused on their buying patterns and preferences. Price/value, brand name, and nutritional information emerged as the three most important factors in purchasing food and beverage products, followed by appetite/appeal and coupons/promos/rebates. While nutritional information ranked high, 66% buy cookies regularly and 68% consume soda daily. A majority of those over the age of 60 were not interested in electronic leisure or spa/gym products. Sixty-eight percent indicated the recyclable symbol does not play a significant role in their purchasing decisions, although they do want packaging to be less wasteful and excessive packaging minimized. This indicates frugality is the objective, rather than ecological concerns for the environment that characterize the younger generation of consumers.

According to Nielsen, the mature market accounts for 35% of all U.S. households. As 76,000,000 people move into the mature market. they will control more than 75% of the nation's wealth by the year 2000. The question is, in what ways are these consumers unique and how do we supply their needs?," asks Charles Biondo, president of CBDA. "While a lot of...