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EXECUTIVE SUMMARY
Age groups and generations
Alcoholic drinks and age
Marketing t50+ consumers
Premium products
Healthier alcoholic drinks
Home, family, friends and community
Conclusions
Age groups and generations
Summary
Introduction
The aging of the world’s population
Developed markets
Emerging markets
Overview of generations
Generation X
Generations Y and Z
Baby Boomers
The Silent Generation
The Greatest Generation
Combining age groups and generations
The 50+ market
Conclusions
Alcoholic drinks and age
Summary
Introduction
Alcohol consumption by age
Consumption by type of drink
Wine
Spirits
Beer, cider and FABs
Consumption by age group
Beer, cider and FABs
Wine
Spirits
Predicting future consumption patterns in the 50+ market
Marketing tconsumers aged 50+
Summary
Introduction
Information
Empowerment
Emotions
Experiences
The personal touch
Agelessness
Implications for packaging
Marketing attributes favored by older consumers
Premium products
Summary
Introduction
Personal wealth, income, and spending power at age 50+
Super- and ultra-premium spirits
Rum
Vodka
Tequila
Pre-mixed spirits
Super-premium beer in the US
Emerging markets
Healthier alcoholic drinks
Summary
Introduction
Heart health
Lower, low, and nalcohol products
Lower alcohol products
Dietary products
Low/ncalorie
Low/nsugar
Weight management
Alcohol and beauty
Wellness positioning
Products offering vitality
Providing energy
Boosting immunity
Promoting the health benefits of alcohol
Home and family, friends and community
Summary
Introduction
Home and family life
Socializing with friends
Linking with food
Indulgent products
Richer tasting products
Supporting local communities
Environmental awareness
Conclusions
Summary
Introduction
Understanding the aging population
Drinking habits of the aging population
Future innovations in alcoholic drinks for the 50+ market
Conclusions
Appendix
Bibliography/References
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
List of Tables
Table: Importance of different marketing attributes tboomers
Table: Whlives in Florida Boomer households?
List of Figures
Figure: Forecast number of adults worldwide by age group, 2010-2030
Figure: Forecast share of adults worldwide by age group, 2010-2030
Figure: Forecast number of adults in more developed regions by age group, 2010-2030
Figure: Forecast share of adults in more developed regions by age group, 2010-2030
Figure: Forecast number of adults in North America by age group, 2010-2030
Figure: Forecast share of adults in North America by age group, 2010-2030
Figure: Forecast number of adults in western Europe by age group, 2010-2030
Figure: Forecast share of adults in western Europe by age group, 2010-2030
Figure: Forecast share of 50+ adults in more developed countries, 2010-2030
Figure: Forecast number of 50+ adults in more developed countries, 2010-2030
Figure: Forecast number of adults in less developed regions by age group, 2010-2030
Figure: Forecast share of adults in less developed regions by age group, 2010-2030
Figure: Forecast share of 50+ adults in less developed countries, 2010-2030
Figure: Forecast number of 50+ adults in less developed countries, 2010-2030
Figure: The 50+ age group by generation in North America, 2010-2030
Figure: The 50+ age group by generation in western Europe, 2010-2030
Figure: Global consumption of different alcoholic drinks by age group
Figure: Global consumption of different wines by age group
Figure: Global consumption of different spirits by age group
Figure: Global consumption of beer, cider, and FABs by age group
Figure: Global consumption by age group of different alcoholic drinks
Figure: Global consumption by age group of different beers
Figure: Global consumption by age group of different wines
Figure: Global consumption by age group of different spirits
Figure: Dos Equis’ Most Interesting Man on Facebook
Figure: Beefeater’s Forever London campaign
Figure: Improving older consumers' shopping experiences
Figure: Premium rum products
Figure: Super- and ultra-premium vodkas with an older target
Figure: Super- and ultra-premium tequilas
Figure: Premixed spirits with an older appeal
Figure: Anheuser-Busch’s super-premium brands targeting older drinkers
Figure: Mercian’s Bon Rouge range of healthier wines
Figure: Healthier wines from Japan
Figure: Beer with polyphenols
Figure: High polyphenol alcoholic drinks
Figure: Low- and no-alcohol beers
Figure: Carling C2 advertising
Figure: Share of global new alcoholic drinks launches, 2011
Figure: Super low calorie beers
Figure: Low sugar beers
Figure: Ready-to-drink cocktails for men
Figure: Weight management products in the alcohol category
Figure: Beauty-oriented alcoholic drinks
Figure: Energy-oriented alcoholic drinks with ageless or older appeal
Figure: Immune-boosting alcoholic drinks
Figure: Wine in ‘medicinal’ packaging
Figure: Grant’s Garden After Hours webpage
Figure: Wine brands linked tfriendship
Figure: Beer brands taccompany food
Figure: Teacher’s Create Your Space campaign
Figure: Tastier products for the older Japanese market
Figure: Tastier line extensions for the older market
Figure: The Absolut City series
Figure: Charity- and community-supporting products
Figure: Appealing attributes tolder consumers
Figure: Exploiting attributes that are appealing tolder consumers
Figure: Combining more than one attribute tappeal tolder consumers