Empty Nesters 2005

Content

• Chapter 1 Executive Summary
  • Hot topic
  • The future decoded
  • Action points
• Chapter 2 The Future Decoded
  • Introduction
  • TREND: Empty Nesters are a rapidly growing group
  • The number of Early Empty Nesters is growing fastest
  • Empty Nesters change their attitudes and behaviors
  • TREND: Empty Nesters' expenditure is growing faster than their income
  • Empty Nesters' incomes vary a lot according to age
  • Empty Nesters are spending more on CPGs
  • Empty Nesters' per capita food budgets increase
  • Spending on alcohol is limited by health concerns
  • Empty Nesters want to look and feel "good for their age"
  • INSIGHT: Empty Nesters are becoming more experimental and self-indulgent
  • An increase in free time leads to more frequent socializing
  • American Empty Nesters are growing more experimental faster than Europeans
  • INSIGHT: Empty Nesters are increasingly concerned about their health
  • Empty Nesters can address health problems through diet
  • Empty Nesters are more likely to buy organic and fresh products
  • Empty Nesters place more value on taste than on health when making food choices
  • INSIGHT: newly-found spare time means that convenience is less important for Empty Nesters
  • Increased control of their time reduces the need for convenience
  • Conclusions
• Chapter 3 Action Points
  • Introduction
  • Target Empty Nesters' attitudes, not their age
  • Use marketing campaigns to shift the "center of gravity"
  • Use ageless marketing to target Empty Nesters
  • Communicate effectively with Empty Nesters
  • Do not patronize Empty Nesters and avoid stereotyping
  • Messages should be clear, straightforward and above all honest
  • Use positive advertising when targeting Late Empty Nesters
  • Focus on certain channels to reach Empty Nesters
  • Use partnership marketing to increase brand appeal
  • Develop partnerships with third parties to promote trust
  • Target Empty Nesters with healthy, high quality and convenient products
  • Target Empty Nesters with convenient products to facilitate their lifestyle
  • Convenient products must provide a quality food experience
  • Encourage Empty Nesters to trade up for special occasions
  • Special occasions require high quality products
  • There are two basic relevant types of special occasion
  • Target Early Empty Nesters' consumption at work
• Chapter 4 Appendix
  • Supplementary data
  • Definitions
  • Research methodology
  • Relevant links
  • How to contact experts in your industry
• List of Tables
  • Table 1: Empty Nesters as a percentage of all Seniors, 1999-2009
  • Table 2: Number of Empty Nesters in Europe and the US (m), 1999-2009
  • Table 3: Early Empty Nesters' disposable income as a percentage of the national average, 1999-2009
  • Table 4: Late Empty Nesters' disposable income as a percentage of the national average, 1999-2009
  • Table 5: Annual per capita disposable income of Empty Nesters ( & US$), 2004-2009
  • Table 6: Empty Nesters' overall spending on groceries, drinks at home and personal care (bn & US$bn), 2004-2009
  • Table 7: Empty Nesters' annual per head spending on groceries, drinks at home and personal care (& US$), 2004-2009
  • Table 8: Empty Nesters' annual per head spending on food ( & US$) 2004-2009
  • Table 9: Empty Nesters' annual per head spending on alcohol ( & US$) 2004-2009
  • Table 10: Empty Nesters' annual per head spending on personal care ( & US$) 2004-2009
  • Table 11: Consumer survey: 'How much more or less have you used your home for entertaining in the past year?'
  • Table 12: Consumer survey: 'How much more or less have you tried food and drinks that you haven't tried before in the past year?'
  • Table 13: Consumer survey: How much do you agree with the following statement: 'I live for today and not for tomorrow'
  • Table 14: Consumer survey: 'How much more or less have you sought more excitement and sensations in your life?'
  • Table 15: Consumer survey: 'How much more or less have you spent money on experiencing new things rather than buying more products in the shops in the last year?'
  • Table 16: Consumer survey: 'How important to you is improving your health through your diet?'
  • Table 17: Consumer survey: 'How much do you agree with the following statement: 'Taste is more important than health when choosing food and drinks' '?
  • Table 18: Consumer survey: 'How important are time-saving products and services to you?'
  • Table 19: Consumer survey: 'How much more would you be ready to spend on time-saving products and services?'
  • Table 20: Consumer survey: 'How much do you trust health-boosting claims made by food and drink manufacturers?'
  • Table 21: Consumer survey: 'How much more would you be prepared to pay for an ethical or socially responsible food, drink or personal care product?'
  • Table 22: Empty Nesters in Europe and the US (m), 1999-2009
  • Table 23: Late Empty Nesters in Europe and the US (m), 1999-2009
  • Table 24: Early Empty Nesters' annual household spending on groceries ( & US$), 1999-2009
  • Table 25: Late Empty Nesters' annual household spending on groceries ( & US$), 1999-2009
  • Table 26: Early Empty Nesters' annual per capita spending on alcohol at home ( & US$), 1999-2009
  • Table 27: Late Empty Nesters' spending on alcohol at home ( & US$), 1999-2009
  • Table 28: Early Empty Nesters' spending on personal care ( & US$), 1999-2009
  • Table 29: Late Empty Nesters' spending on personal care ( & US$), 1999-2009
  • Table 30: Annual per capita disposable income for Early Empty Nesters ( and US$), 1999-2009
  • Table 31: Annual per capita disposable income for Late Empty Nesters ( and US$), 1999-2009
  • Table 32: Consumer survey: 'How much more would you be prepared to pay for a green energy tariff?'
  • Table 33: Definitions of terms used in the report
• List of Figures
  • Figure 1: In the US, Early Empty Nesters are particularly valuable, earning considerably more than their European counterparts
  • Figure 2: Empty Nesters' social lives increasingly take place outside the home
  • Figure 3: American Empty Nesters are becoming more experimental than their European counterparts
  • Figure 4: European Empty Nesters in particular want to live for the moment
  • Figure 5: European Empty Nesters are hungrier for excitement
  • Figure 6: Empty Nesters' desire for new experiences is not always matched by their readiness to spend accordingly
  • Figure 7: Empty Nesters believe that diet is crucial to their health
  • Figure 8: Empty Nesters place taste above health properties
  • Figure 9: Time-saving products and services are less important to Empty Nesters
  • Figure 10: Empty Nesters are less willing than other Seniors to pay more for convenience
  • Figure 11: Target Seniors by shifting the "center of gravity" in marketing campaigns from their chronological age to their desired age
  • Figure 12: Ageless images from the New Balance marketing campaign
  • Figure 13: Empty Nesters are less inclined to trust manufacturers' health claims
  • Figure 14: Images used in the Dove "Real Beauty" campaign appeal to Empty Nesters
  • Figure 15: Most suitable communication channels for targeting Seniors
  • Figure 16: Partnership marketing alters the image of brands and can make them more appealing to Empty Nesters
  • Figure 17: Many Empty Nesters are willing to spend money on ethically produced goods
  • Figure 18: Products that provide convenience and quality experiences
  • Figure 19: American Empty Nesters are willing to pay more for green energy tariffs than Europeans