Baby Boomers

Baby Boomers Market Research

Brands can utilise Mintel’s market intelligence and consumer research to inform product development, brand positioning and craft relatable messaging that resonates with Baby Boomer consumers’ unique preferences.

Our reports can help you:

Understand your market
Identify growth opportunities
Recognise future trends

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    Our consumer study of senior Germany shows that health and spending time with family and friends are top of mind for over-65-year-olds. Brands that support a holistic approach to well-ageing, such as promoting an active lifestyle, will resonate with this consumer group. Dr. Jennifer Hendricks, Senior Analyst - Consumer Lifestyles,..."
    Maintaining quality of life now and into the future is the priority Baby Boomers. Financial stability makes them a more a discerning, though loyal, segment. Carol Wong-Li, Director - Consumers & Culture ..."
    The Baby Boomer generation may not have the market influence it once did, but its size and financial flexibility makes it a group that cannot be overlooked. Scott Stewart, Associate Director, Lifestyles & Retail ..."
    “Baby Boomers are more savvy online shoppers than they feel they are given credit for. Despite not being digital natives, they have adapted to shopping online, in many ways because the pandemic forced them to. While they have returned to shopping in-stores, three quarters of this generation still shops online..."
    “Baby Boomers account for one in five Americans and more than half the country’s wealth. While they have trailed younger generations in adopting new technology and digital services, the pandemic served as a catalyst for many tech holdouts and they are quickly expanding their digital behaviors. Their size, wealth and..."
    “Baby Boomers who are faced with looming age-related health concerns have started to redefine what a healthy lifestyle looks like, paying more attention to a broader scope of health concerns beyond physical aches and pains. As many Baby Boomers have adopted the idea of aging in place, they have begun..."
    “Companies don’t need to reinvent the wheel when catering to seniors. As a consumer group, they are much more engaged and much more tech savvy than they get credit for. This lifestage informs their sense of ‘value’. Like younger consumers, seniors are keen on experiential elements, not because they are..."
    “Older consumers are increasingly adopting online shopping practices across categories. They are savvier than some might credit them, desiring to use ecommerce not only for health and safety but for convenience and an enjoyable experience as well. As a result, many will continue shopping online even as COVID-19 becomes less..."
    Financial plans, health products and online literacy are most important for the current Thai seniors and will increase in importance as future generations age. Pongsanguan Jiradechakul, Consumer Lifestyles Senior Analyst - Thailand ..."
    The COVID-19 crisis accelerated technology adoption among seniors and there are opportunities for brands to leverage this positive experience post-pandemic.Mainga Hachibiti, Research Analyst - Consumer Lifestyles ..."
    “The impact of COVID has accelerated tech adoption and habits for some of the over-55s, many of whom have tried services such as video calling for the first time. Additionally, social distancing and shielding measures have meant a reliance on online grocery shopping and other online retail products such as..."
    “Baby Boomers are straightforward about their health management efforts and hold an understanding that wellbeing is an ongoing process of improvement. Feeling confident and in control of health management contributes to Boomers’ satisfaction with their health status even as underlying conditions become more prevalent. The COVID-19 pandemic has put an..."