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Marketing to Baby Boomers - UK - February 2015

“Whilst many Baby Boomers enjoy financial stability, health is a major consideration for all in this generation. Brands could benefit from focusing on this aspect through their marketing, offering help, guidance and advice to Baby Boomers with existing conditions, or positioning products as helping to keep potential health issues at bay.”

Jack Duckett, Consumer Lifestyles Analyst

This report covers the following areas:

  • Opportunity to help Baby Boomers lead healthier lives
  • Scope to feature more Baby Boomers in marketing
  • Encouraging Baby Boomers to trade up

Baby Boomers (ie adults aged 50-68 in 2014) are the second largest generation in the UK, accounting for nearly a quarter of the total population. It is widely considered that this generation have benefitted from growing up in Britain post-World War II, where economies have strengthened. This has put many of them in a financially stronger position than other generations, which should make Baby Boomers a key target for brands.

However, whilst there has been a drive to make older consumers feel more included in marketing in recent years, with retailers seeking to benefit from the higher level of disposable income possessed by many older consumers, there has been a tendency to group all adults over the age of 50 into one group. Instead, it needs to be recognised that the habits and attitudes of Baby Boomers (born between 1946 and 1964) vary from those of the older Swing Generation (born in or before 1945), and that a different approach may be necessary to harness interest from these consumers.

This report will look at how Baby Boomers find out about new products, examining how this changes depending on different retail segments. The report will also discuss Baby Boomer attitudes towards the food and drink, clothing/shoes, beauty and personal care and technology retail markets, and the possible marketing angles these give rise to. Finally, the report will examine some more general attitudes, particularly looking at how Baby Boomers feel they are represented in marketing.

The size and relative wealth of Baby Boomers renders the generation a key commercial target. However, with a significant proportion of Baby Boomers feeling excluded by advertising and an even higher proportion feeling stereotyped where they are included, it is clear that brands need to reassess how they approach Baby Boomers with their marketing.

Another challenge posed by the generation is their emphasis on getting the best deal when shopping. In order to encourage Baby Boomers to trade up and spend more, brands could now look to use marketing to highlight how more expensive products offer greater quality and longevity. In the food and drink market this could mean that brands look to highlight the health benefits that more expensive products carry, whilst in the clothing and footwear market brands could look to highlight durability in their campaigns.

A number of beauty and personal care brands have already featured a number of high profile Baby Boomer celebrities in their campaigns, but in order to keep this generation engaged with the market as they age it is important that brands move to make this more mainstream.

Finally, Baby Boomers are much more tech-savvy than the older Swing Generation and it is important that marketing in this industry avoids confusing the two generations, and stereotyping Baby Boomers as technologically illiterate. Technology brands seeking to appeal to Baby Boomers could highlight the functional benefits that upgrading technology brings.

 

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Table of contents

  1. Introduction

      • Report definition
        • Abbreviations
        • Executive Summary

            • Baby Boomers account for nearly a quarter of UK population
              • Figure 1: UK population, by generation, December 2014
            • Focus on getting the best deal when shopping for food and drink
              • Figure 2: Baby Boomers’ attitudes towards buying food and drink products, December 2014
            • Baby Boomers prove patriotic when it comes to buying clothing and shoes
              • Figure 3: Baby Boomers’ attitudes towards buying clothing and shoes, December 2014
            • Just three in 10 spend less on beauty and personal care than they used to
              • Figure 4: Baby Boomers’ attitudes towards buying personal care, toiletry and beauty products, December 2014
            • Baby Boomers confident when it comes to buying technology
              • Figure 5: Baby Boomers’ attitudes towards buying technology products, December 2014
            • Baby Boomers more likely to feel stereotyped in marketing
              • Figure 6: Agreement with selected statements regarding marketing and advertising, Baby Boomers vs all adults, December 2014
            • What we think
            • Issues and Insights

                • Opportunity to help Baby Boomers lead healthier lives
                  • The facts
                    • The implications
                      • Scope to feature more Baby Boomers in marketing
                        • The facts
                          • The implications
                            • Encouraging Baby Boomers to trade up
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Patriot Games
                                      • Trend: Many Mes
                                        • Trend: Click and Connect
                                        • Market Drivers

                                          • Key points
                                            • Baby Boomers account for nearly a quarter of UK population
                                              • Figure 7: UK population, by generation, December 2014
                                            • Rise of the ‘Silver Splitter’
                                              • Figure 8: Age at Divorce, 2000-12
                                            • Baby Boomers downsize
                                              • Figure 9: Household size, Baby Boomers vs all, December 2014
                                            • Home ownership high amongst Baby Boomers
                                              • Figure 10: Household ownership, Baby Boomers vs all, December 2014
                                            • Nearly half of Baby Boomers still in work
                                              • Figure 11: Working status, Baby Boomers vs all, December 2014
                                            • Financial perceptions
                                              • Figure 12: Perceptions of finances, Baby Boomers vs all, December 2014
                                            • The greatest proportion of diabetics are aged 60-69
                                              • Figure 13: Incidence of diabetes, by age, 2013
                                            • Media usage habits
                                              • Television the most favoured media
                                                • Figure 14: Baby Boomers’ media usage habits, December 2014
                                              • Social media provides new channel for targeting Baby Boomers
                                              • The Consumer – Sources of Information for New Products

                                                • Key points
                                                  • In-store advertising the main source of information about new products
                                                    • Figure 15: Sources of information for new products, by selected categories, December 2014
                                                  • Television adverts prove key source of information
                                                    • The influence of family and friends
                                                      • Figure 16: Sources of information for new products, by selected categories, December 2014
                                                    • The internet takes off for clothing and technology
                                                      • Figure 17: Sources of information for new products, by selected categories, December 2014
                                                      • Figure 18: Kipling Friends programme, October 2014
                                                  • The Consumer – Attitudes towards Buying Food and Drink Products

                                                    • Key points
                                                      • Baby Boomers focus on the getting the best deal
                                                        • Figure 19: Baby Boomers’ attitudes towards buying food and drink products, December 2014
                                                      • Creatures of habit
                                                          • Figure 20: Aldi ‘Like Brands, Only Cheaper’ campaign, 2014
                                                        • Health-based considerations
                                                          • Figure 21: Agreement with the statement “I avoid buying certain foods/drinks due to health conditions I have”, by generation, December 2014
                                                          • Figure 22: Examples of products carrying health claims, 2014
                                                      • The Consumer – Attitudes towards Buying Clothing and Shoes

                                                        • Key points
                                                          • Baby Boomers keen to get the best deal
                                                            • Figure 23: Baby Boomers’ attitudes towards buying clothing and shoes, December 2014
                                                          • Fashion retail continues to grow online
                                                            • Baby Boomers show heightened sense of nationalism
                                                              • Figure 24: Agreement with the statement “I prefer to buy clothing/shoes made in Britain”, by generation, December 2014
                                                            • Baby Boomers have their own sense of style
                                                                • Figure 25: Marks & Spencer ‘Leading Ladies’ Campaign, March 2014
                                                            • The Consumer – Attitudes towards Buying Personal Care and Beauty Products

                                                              • Key points
                                                                • Just three in 10 spend less on beauty and personal care than they used to
                                                                  • Figure 26: Baby Boomers’ attitudes towards buying personal care, toiletry and beauty products, December 2014
                                                                • Protection and prevention
                                                                  • Figure 27: Agreement with selected statements related to buying BPC products, by generation, December 2014
                                                                  • Figure 28: Examples of product launches carrying ant-ageing claims that also claim to protect the skin from future damage or ageing, 2014
                                                              • The Consumer – Attitudes towards Buying Technology Products

                                                                • Key points
                                                                  • Baby Boomers confident when it comes to buying technology
                                                                    • Figure 29: Baby Boomers’ attitudes towards buying technology products, December 2014
                                                                  • Baby Boomers replace technology only when necessary
                                                                    • Figure 30: Attitudes towards buying technology products, Baby Boomers vs all, December 2014
                                                                • The Consumer – Marketing Influences and Attitudes

                                                                  • Key points
                                                                    • Emphasis on cost-cutting
                                                                      • Figure 31: Baby Boomers’ attitudes towards marketing and advertising as influencers, December 2014
                                                                    • Three in five concerned about handing personal information to retailers
                                                                      • Figure 32: Baby Boomers’ attitudes towards marketing and advertising, December 2014
                                                                    • Baby Boomers more likely to feel stereotyped in marketing
                                                                      • Figure 33: Agreement with selected statements, Baby Boomers vs all, December 2014
                                                                  • Appendix – Market Drivers

                                                                      • Figure 34: Demographic profile of Baby Boomers, December 2014

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                                                                  Marketing to Baby Boomers - UK - February 2015

                                                                  £2,195.00 (Excl.Tax)