Targeting the Over-50s - Ireland - March 2010
Irrespective of the measure used, the over-50s demographic is one that no sector, company, brand or marketer can afford to ignore. Not only are there more over-50s in Ireland now than at any point in recent history, it is the one demographic that is projected to grow significantly in number over the coming decades. Added to this, it is among these consumers that the majority of the wealth – and, thus, spending power – resides.
And yet, only around 10% of marketing campaigns specifically target consumers aged 50+. There is a sense that older consumers represent an elusive market, difficult to reach and even more difficult to convert. However, consumer data presented throughout this report indicate that, while there are certainly differences between older and younger consumers, today’s 50+ consumer is by no means an entirely different species. All that is required is a little insight, a little understanding and a willingness to adjust to their requirements.
This report presents an analysis of the over-50s market both in NI and RoI, examining their attitudes towards finance, leisure and grocery shopping. It also provides insight into the Irish consumer’s approach to life and wellbeing and their hopes for the future.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.