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Baby Boomers are transforming the retail landscape and retailers must be proactive to meet the needs of this influential group. That’s the conclusion of
a Unlilever 2007 study: Boomer Shoppers Today and Tomorrow: Following the Money.
The report examined the type of shopping experiences Boomers seek now and what they are likely to seek in ten years. Boomers want to maintain the vitality they now enjoy, with their focus on health and well-being.
This generation, whose disposable income is pegged at about $2 trillion a year, takes 58 percent of all consumer packaged goods (CPG) shopping trips and spends 60 percent of all CPG shopping dollars in the United States.
The report says Boomers are one of the largest and most influential segments of the U.S. population and their shopping needs will continue to shift. Boomers and other consumers also recognize the connection between nuts and health and are looking for ways to add nuts back into their diets. Hazelnuts can give food products a nutritional boost, while adding the indulgence and satisfaction that consumers crave.
Boomer’s Shopping Lists
The following shopping behaviors show retailers how to reach the influential demographic today, and into the next decade.
| Study Finding |
Implications |
| High Expectations: Boomers invest more time and money in their purchases. They seek a premium shopping experience, driven by product range, atmosphere, and service. |
Broaden product lines with quality, value-added ingredients to meet this desire. Hazelnuts, with a flavor enjoyed by 86 percent of Americans, have a specialty image that makes them premium, while still maintaining broad consumer appeal. |
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| Good To Go: Simplicity and quality all in one package. Fresh offerings for short term use. |
Boomers clamor for products that are convenient and contain quality ingredients. Sixty-two percent of Americans recently surveyed want to try a new mixed nut product with hazelnuts and 50 percent want to try a new chocolate bar or truffle containing hazelnuts. |
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| Fun of the Fair: Boomers are hunting for new products and experiences. |
New products bring new experiences. Bring Boomers a new healthy, indulgent experience. Now that the American public is armed with the knowledge that dark chocolate and nuts are good for heart health, it opens up a whole new realm of marketing possibilities. Hazelnuts are also a rich source of dietary fiber, vitamin E and magnesium. |
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| Shop and Save: This shopping scenario is one dimensional. It is all about getting the best price in relation to value. |
Hazelnuts’ upscale image and moderate price give food products a premium perception without driving up hard costs. |
| Copyright © 2008 The Hazelnut Council. All Rights Reserved. |
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