Marketing to the Boomerang Generation - UK - June 2011
- Boomerang Generation: adults aged 20+ who are currently living with their parents (including step-parents) after having lived elsewhere. It also includes adults aged 20+ who have previously fallen under the classification of Boomerang Generation even if they have subsequently moved out. Mintel estimates that 12% of the online population aged 20+ fall within the Boomerang Generation (the equivalent to 4.9 million adults, of which three million are currently living with their parents).
- Boomerang Parents: a Boomerang parent is aged 35 or over and has (or had) an adult child (including step-children) aged 20+ who returned to live at home after a period of living elsewhere.
Running analysis on people’s reasons for returning to live in the family home, Mintel has identified four groups of the Boomerang Generation that will be analysed in greater detail within this report. The four groups are not mutually exclusive, however, resulting in a small degree of overlap between them.
Mintel has also questioned the parents of the Boomerangs to examine the impact that their children returning to the family home has had on them and their spending habits and lifestyles. Harness the influence that adult children have on their parents.
The parents of Boomerangs typically adopt positive or negative attitudes towards having their children back at home. Understand what products and services will hold more appeal to parents depending on their response to their child moving back home.
- RTD meal replacements
- Energy bars
- Powdered meal replacements
In addition, as part of Mintel’s custom consumer survey conducted for this report, the term "meal supplement" is used, rather than "meal replacement." This was done to widen the opportunity for respondents to indicate that they use these types of items, not just in place of meals, but also as part of dieting and/or athletic programs.
Products that are marketed as medical food and drink, and sold in retail, are not included in this report. A primary exception is the inclusion of the Glucerna brand: while marketed to consumers with diabetes, the brand’s product mix, labeling, and marketing are far more like those of traditional meal replacements than most medical products.
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