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Healthy 50+ Americans
Trends and Opportunities in the Emerging Wellness Market

  • Publication Date:April 2011
  • Publisher:Packaged Facts
  • Product Type: Report
  • Pages:174

Healthy 50+ Americans Trends and Opportunities in the Emerging Wellness Market

This Packaged Facts report focuses on the market potential of the 26 million ""Healthy Consumers"" who are 50 years old and over and who are pursuing a wellness regime that includes healthy eating and regular exercise. Anchored by boomers who firmly believe that getting older means getting better, Packaged Facts' Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market offers marketers a look into the future of an America where 50+ consumers will generate an increasingly large share of consumer spending power.

With an aggregate household income of $1 trillion, Healthy 50+ Consumers are prime targets for marketers of a wide range of consumer goods and services. Compared to others in their age group, they have higher household incomes and are more confident about the economy as a whole as well as their own financial futures. Healthy 50+ Consumers shop more often, dine out more regularly and travel more frequently. Healthy 50+ Consumers represent a demanding but lucrative consumer segment. For example, they look for quality when they buy clothes and seek out natural and organic products in the aisles of supermarkets and on the shelves of drug stores.

The report begins with a chapter on trends affecting the 50+ health and wellness consumer market and opportunities generated by Healthy 50+ Consumers and a chapter assessing the size and growth of the Healthy 50+ Consumer market. A chapter detailing the core values of 50+ consumers who aspire to health and wellness is followed by an analysis of the fitness activities and healthy eating habits of Healthy 50+ Consumers and an overview of their health management practices. The report continues with a chapter analyzing the financial status and financial management practices of Healthy 50+ Consumers and a chapter exploring their shopping and buying habits. The report concludes with an in-depth review of the leisure and entertainment choices of Healthy 50+ Consumers.

  • Chapter 1 Executive Summary
    • Introduction
    • Background
    • Overview of the Report
    • Scope and Methodology
    • Scope of Report
    • Methodology
    • Trends and Opportunities
    • Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old
    • 50+ Population Will Grow Much Faster than Under-50 Segment
    • Spending by 50+ Consumers Outpaces Those under 50
    • Healthy 50+ Consumers Have Even More to Spend
    • Confidence High among Healthy 50+ Consumers
    • Wealth and Wellness after 50 Go Hand in Hand
    • Wellness after 50 Tied to Healthy Eating
    • Healthy 50+ Consumers Key Segment for Travel Industry
    • Overview of the Market
    • More than 25 Million 50+ Consumers Live in Wellness Zone
    • Women in the Vanguard of March to Wellness
    • Healthy 50+ Consumers Highly Diverse
    • Marriage Brings Good Health to 50+ Consumers
    • Full-time Professional Employment More Likely among Healthy Boomers
    • Affluence More Common
    • Number of Healthy 50+ Consumers Will Approach 29 Million in 2015
    • Aggregate Household Income of Healthy 50+ Consumers Will Total $1.3 Trillion in 2015
    • Core Values
    • Healthy 50+ Consumers Driven to Look Good
    • Positive Self-Image Part of Wellness after 50
    • Healthy 50+ Consumers Like to Go Down Less Traveled Roads
    • Pursuit of Wellness Means Embracing Change
    • Wellness after 50 Correlates with Strong Social Relationships
    • Healthy 50+ Consumers Are Joiners
    • Altruism and Philanthropy a Part of Healthy 50+ Consumer Lifestyle
    • Wellness after 50 Tied to Interest in Arts and International Events
    • Spirituality a Part of Wellness after 50
    • Keeping Fit
    • Fitness Walking and Swimming Top List of Most Popular Sports Activities
    • Active Lifestyle of Healthy 50+ Consumers Generates Purchases of Gym Clothes and Sporting Goods
    • Wellness Concerns Have Greatest Impact on Food Choices of 50+ Consumers
    • Wellness Focus Carries Over to Supermarket Aisles
    • Wellness Concerns Lead to Willingness to Pay More for ""Better-for-You"" Food Products
    • Healthy 50+ Consumers Proactive in Managing Nutrition
    • Calories Count When Achieving Wellness after 50
    • Healthy Eating a Top Priority
    • Cooking Important to Healthy 50+ Consumers
    • Staying Healthy
    • Healthy 50+ Consumers Aspire to Self-Sufficiency in Managing Their Health.. 11
    • Healthy 50+ Consumers Stand Up to Their Doctors
    • Wellness Program Includes Regular Check-ups
    • Alternative Medicine Gets High Marks from Healthy Boomers
    • Dental Hygiene a Priority
    • Healthy Boomers Wary of Medications
    • Brand-Name Drugs Get Attention
    • Prescription Drugs Used Less Frequently
    • Healthy 50+ Consumers Turn Less Often to Non-Prescription Remedies
    • Vitamins Seen as Key Element in Wellness after 50
    • Few Differences Seen in Types of Vitamins Used
    • Store Brand Vitamins Less Popular
    • Managing Personal Finances
    • Financial Optimism in Sync with Wellness after 50
    • Healthy 50+ Consumers Happy with Their Financial Lot in Life
    • Healthy 50+ Consumers More Confident about Managing Money
    • Money Part of Positive Self-Image
    • Financial Self-Sufficiency Hallmark of Wellness after 50
    • Wellness Concerns May Trump Need for Financial Security
    • Wellness and Wealth Go Hand in Hand
    • Healthy 50+ Consumers More Interested in Financial Services
    • Online Stock Trading More Common
    • Overview of Consumer Behavior
    • Healthy 50+ Consumers Like Sales and Bargains
    • Ads Have Less Impact on Consumer Decisions
    • Quality Important
    • Home Is Important to Healthy 50+ Consumers
    • Healthy 50+ Consumers Are Green Consumers
    • Gardening Appeals
    • Healthy 50+ Consumers Shop More Often
    • Wellness after 50 Means Keeping Up with Fashion
    • Healthy 50+ Consumers Enjoy Buying Clothes
    • Quest for Wellness after 50 Includes Preference for Natural and Organic Health and Beauty Aids
    • Leisure and Entertainment
    • Wellness after 50 Leads to Going Out More Often
    • Healthy 50+ Consumers Read and Buy More Books
    • Magazines and Newspapers Retain Importance
    • Healthy 65+ Consumers More Open to Technology and Computers
    • Healthy 50+ Consumers Frequent Users of Internet
    • TV Has Lower Priority among Wellness-after-50 Consumers
    • Foreign Travel Entices Healthy 50+ Consumers
    • Cruise Ship Vacations Popular with Healthy 65+ Travelers
    • U.S. Destinations Also Attract Healthy 65+ Travelers
    • Healthy 65+ Consumers Major Segment for Car Rental Firms
  • Chapter 2 Trends and Opportunities
    • Strategic Trends
    • Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old
    • Table 2-1: Percent Agreeing ""60 Is the New 50 and 70 Is the New 60"" by Age Group and Concern with Wellness
    • 50+ Population Will Grow Much Faster than Under-50 Segment
    • Table 2-2: Projected Population Growth in Population by Age Group, 2010-2015
    • Figure 2-1: Population Growth Trends 2010-2045, 65- to 75-Year-Old vs. 75+ Age Groups
    • Spending by 50+ Consumers Grows Faster than Expenditures of Those under 50
    • Table 2-3: Aggregate Consumer Spending by Age Group of Head of Consumer Unit, 2009 vs. 2000
    • Total Consumer Spending Power Gravitates to 50+ Consumers
    • Figure 2-2: Aggregate Consumer Spending by Over-50 and Under-50 Consumer Units, 2000 vs. 2009
    • Marketing Trends
    • General Mills Hopes to Attract Boomers with Healthier Food Products
    • Food Marketers Work to Include Medicinal Benefits in Boomers' Diets
    • Beverage Marketers Follow Suit
    • Public Broadcasting Initiative for Boomers Includes Focus on Health and Wellness
    • Market Opportunities
    • Healthy 50+ Consumers Have Even More to Spend than Others Their Age
    • Figure 2-3: Percent with Household Income of $100,000 or More, Healthy vs. Other 50+ Consumers by Age Group
    • Confidence High among Healthy 50+ Consumers
    • Table 2-4: Anxious vs. Confident Consumers, Healthy vs. Other 50+ Consumers by Age Group
    • Wealth and Wellness after 50 Go Hand in Hand
    • Table 2-5: Healthy 50+ Consumer Market Opportunity Profile: Personal
    • Finance
    • Wellness after 50 Tied to Healthy Eating
    • Table 2-6: Healthy 50+ Consumer Market Opportunity Profile: Food
    • Wellness after 50 Generates Growing Opportunities for Fitness Industry
    • Table 2-7: Healthy 50+ Consumer Market Opportunity Profile: Fitness
    • Table 2-8: Healthy 50+ Consumer Market Opportunity Profile: Use of Vitamins and Supplements
    • Healthy 50+ Consumers Key Segment for Travel Industry
    • Table 2-9: Healthy 50+ Consumer Market Opportunity Profile: Travel
    • Entertainment Habits Generate Possibilities
    • Table 2-10: Healthy 50+ Consumer Market Opportunity Profile: Leisure and Entertainment
    • Home and Lifestyle Publications Attract Healthy 50+ Consumers
    • Table 2-11: Healthy 50+ Consumer Market Opportunity Profile: Home
    • Healthy 50+ Consumers Create Opportunities for Apparel Retailers
    • Table 2-12: Healthy 50+ Consumer Market Opportunity Profile: Apparel
  • Chapter 3 Overview of the Market
    • Demographic Profile
    • More than 25 Million 50+ Consumers Live in Wellness Zone
    • Table 3-1: Number of Healthy 50+ Consumers by Age Group
    • Women in the Vanguard of March to Wellness
    • Table 3-2: Healthy vs. Other 50+ Consumers by Age Group and Gender
    • Figure 3-1: Percent Agreeing ""I Consciously Pursue Wellness Goals"" by Gender
    • Healthy 50+ Consumers Highly Diverse
    • Table 3-3: Race and Hispanic Origin, Healthy vs. Other 50+ Consumers by Age Group
    • Table 3-4: Place of Residence, Healthy vs. Other 50+ Consumers by Age Group
    • Marriage Brings Good Health to 50+ Consumers
    • Table 3-5: Marital Status, Healthy vs. Other 50+ Consumers by Age Group
    • Table 3-6: Household Structure, Healthy vs. Other 50+ Consumers by Age Group
    • Economic Profile
    • Healthy 50+ Consumers More Educated
    • Table 3-7: Educational Attainment, Healthy vs. Other 50+ Consumers by Age Group
    • Full-time Professional Employment More Likely among Healthy Boomers
    • Table 3-8: Employment Patterns, Healthy vs. Other 50+ Consumers by Age Group
    • Table 3-9: Occupational Patterns, Healthy vs. Other 50+ Consumers by Age Group
    • Affluence More Common
    • Table 3-10: Household Income, Healthy vs. Other 50+ Consumers by Age Group
    • Homeownership More Common
    • Figure 3-2: Percent Owning Homes, Healthy vs. Other 50+ Consumers by Age Group
    • Market Size and Growth
    • Number of Healthy 50+ Consumers Will Approach 29 Million in 2015
    • Table 3-11: Projected Growth in Number of Healthy 50+ Consumers, 2010-2015
    • Household Income of 50+ Consumers Totals $1 Trillion
    • Table 3-12: Aggregate Household Income, Healthy 50+ Consumers
    • Table 3-13: Aggregate Household Income, Other 50+ Consumers
    • Figure 3-3: Aggregate Household Income, Healthy vs. Other 50+ Consumers
    • Aggregate Household Income of Healthy 50+ Consumers Will Total
    • $1.3 Trillion in 2015
    • Table 3-14: Projected Growth in Aggregate Household Income of Healthy
    • 50+ Consumers, 2010-2015
  • Chapter 4 Core Values
    • Self-Image
    • Healthy 50+ Consumers Driven to Look Good
    • Table 4-1: Importance of Looking Good, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Have Positive Self-Image
    • Table 4-2: Self-Concepts, Healthy vs. Other 50+ Consumers
    • Healthy 50+ Consumers Like to Go Down Less Traveled Roads
    • Table 4-3: Attitudes toward Convention and Conformity, Healthy vs. Other 50+ Consumers by Age Group
    • Pursuit of Wellness Means Embracing Change
    • Figure 4-1: Percent Agreeing ""Changes in Attitude, Outlook and Mental Health Are Central to My Wellness Goals
    • Figure 4-2: Percent Agreeing ""My Wellness Goals and Behaviors Make my Lifestyle Significantly Different than It Was Ten Years Ago""
    • Wellness after 50 Correlates with Strong Social Relationships
    • Table 4-4: Social Interaction, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Are Joiners
    • Figure 4-3: Percent with Any Membership, Healthy vs. Other 50+ Consumers by Age Group
    • Table 4-5: Type of Memberships, Healthy vs. Other 50+ Consumers
    • Social and Political Values
    • Altruism and Philanthropy a Part of Healthy 50+ Consumer Lifestyle
    • Table 4-6: Degree of Altruism, Healthy vs. Other 50+ Consumers by Age Group
    • Table 4-7: Charitable Contributions in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Wellness after 50 Tied to Interest in Arts and International Events
    • Table 4-8: Cosmopolitan Attitudes, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 4-4: Percent Visiting Museums in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Spirituality a Part of Wellness after 50
    • Table 4-9: Religion and Spirituality, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Somewhat More Conservative Politically
    • Table 4-10: Political Affiliation, Healthy vs. Other 50+ Consumers
    • Table 4-11: Political Attitudes, Healthy vs. Other 50+ Consumers by Age Group
  • Chapter 5 Keeping Fit
    • Sports and Fitness Activities
    • Fitness Activity Key to Wellness
    • Figure 5-1: Percent Exercising Regularly in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Table 5-1: Participation in Physical Fitness Programs, Healthy vs. Other 50+ Consumers by Age Group
    • Fitness Walking and Swimming Top List of Most Popular Sports Activities
    • Table 5-2: Sports Played In Last 12 Months by 50+ Men, Healthy vs. Other
    • Table 5-3: Sports Played In Last 12 Months by 50+ Women, Healthy vs. Other
    • Active Lifestyle of Healthy 50+ Consumers Generates Purchases of Gym Clothes and Sporting Goods
    • Table 5-4: Purchase of Gym and Jogging Clothes and Swimsuits in Last 12 Months by 50+ Men and Women, Healthy vs. Other
    • Figure 5-2: Percent Buying Sneakers or Athletic Shoes in Past 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy Eating
    • Wellness Concerns Have Greatest Impact on Food Choices of 50+ Consumers
    • Figure 5-3: Percent Agreeing ""Foods I Eat Are Determined in Part by Specific Wellness Goals and Concerns""
    • Wellness Focus Carries Over to Supermarket Aisles
    • Figure 5-4: Percent Agreeing ""The Groceries I Buy Are Determined in Part by Specific Wellness Goals and Concerns""
    • Wellness Concerns Lead to Willingness to Pay More for ""Better-for-You"" Food Products
    • Figure 5-5: Percent Agreeing ""I Am Willing to Pay More for 'Better-for-You' Grocery Products"
    • Healthy 50+ Consumers Proactive in Managing Nutrition
    • Figure 5-6: Percent Actively Seeking Information about Nutrition and Diet
    • Calories Count When Achieving Wellness after 50
    • Table 5-5: Counting Calories, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy Eating a Top Priority
    • Table 5-6: Healthy Eating, Healthy vs. Other 50+ Consumers by Age Group .82
    • Cooking Important to Healthy 50+ Consumers
    • Table 5-7: Attitudes toward Cooking, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 5-7: Percent Engaging in Cooking for Fun as a Leisure Activity, Healthy vs. Other 50+ Consumers by Age Group
    • Frozen Dinners Less Popular
    • Table 5-8: Eating Prepared Foods, Healthy vs. Other 50+ Consumers by Age Group
    • Fast Food less Likely to Capture Interest of Healthy 50+ Consumers
    • Table 5-9: Use of Fast Food and Family Restaurants, Healthy vs. Other 50+ Consumers by Age Group
    • New Foods Pique Interest of Healthy 50+ Consumers
    • Table 5-10: Trying Out New Foods, Healthy vs. Other 50+ Consumers by Age Group
    • Regular Cola less Popular
    • Table 5-11: Percent Drinking Selected Beverages, Healthy vs. Other 50+ Consumers by Age Group
    • Nutritional Snacks Favored
    • Figure 5-8: Percent Eating Nutritional Snacks, Healthy vs. Other 50+ Consumers
    • Table 5-12: Type of Nutritional Snacks Eaten, Healthy vs. Other 50+ Consumers by Age Group
  • Chapter 6 Staying Healthy
    • Overview
    • Personal Health Worth a Lot to Healthy 50+ Consumers
    • Figure 6-1: Percent Willing to Pay Anything When It Concerns Their Health, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Aspire to Self-Sufficiency in Managing Their Health..91
    • Table 6-1: Using Information on Health, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Look Far Afield for Healthcare Information
    • Figure 6-2: Percent Obtaining Counsel on Health Issues from Their Friends,
    • Healthy vs. Other 50+ Consumers by Age Group
    • Table 6-2: Sources of Health Information, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Stand Up to Their Doctors
    • Table 6-3: Trust in Physicians, Healthy vs. Other 50+ Consumers by Age Group
    • Wellness Program Includes Regular Check-ups
    • Figure 6-3: Percent Having Regular Medical Check-ups, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 6-4: Percent Not Seeing Doctors or Nurses Unless They Are Very Ill, Healthy vs. Other 50+ Consumers by Age Group
    • Visits to Specialists less Frequent
    • Table 6-4: Physicians Visited in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Alternative Medicine Gets High Marks from Healthy Boomers
    • Figure 6-5: Percent Preferring Alternative Medicine to Standard Medical Practice, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 6-6: Percent Trusting Homeopathic Medicine, Healthy vs. Other 50+ Consumers by Age Group
    • Dental Hygiene a Priority
    • Figure 6-7: Percent Concerned about Teeth and Gums, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 6-8: Percent Visiting a Dentist in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Table 6-5: Use of Dental Floss by 50+ Men and Women, Healthy vs. Other
    • Smokers Scarce among Healthy 50+ Consumers
    • Figure 6-9: Percent Smoking Cigarettes, Healthy vs. Other 50+ Consumers by Age Group
    • Profile of Healthy 50+ Consumers Includes Low Incidence of Ailments
    • Table 6-6: Ailments in Last 12 Months, Healthy vs. Other 50+ Consumers
    • Using Medications and Vitamins
    • Healthy Boomers Wary of Medications
    • Table 6-7: Taking Medications, Healthy vs. Other 50+ Consumers by Age Group
    • Table 6-8: Reading the Fine Print, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 6-10: Percent Agreeing Prescription Medications Are More Effective than OTC Remedies, Healthy vs. Other 50+ Consumers by Age Group
    • Brand-Name Drugs Get Attention
    • Table 6-9: Attitudes toward Brand-Name Drugs, Healthy vs. Other 50+ Consumers by Age Group
    • Prescription Drugs Used Less Frequently
    • Figure 6-11: Percent Taking Prescription Drugs in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Table 6-10: Use of Prescription Drugs in Last 12 Months, Healthy vs. Other 50+ Consumers
    • Healthy 50+ Consumers Turn Less Often to Non-Prescription Remedies
    • Table 6-11: Use of Non-Prescription Remedies, Healthy vs. Other 50+ Consumers
    • Vitamins Seen as Key Element in Wellness after 50
    • Table 6-12: Attitudes toward Vitamins, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 6-12: Percent Using Vitamins, Healthy vs. Other 50+ Consumers by Age Group
    • Few Differences Seen in Types of Vitamins Used
    • Table 6-13: Types of Vitamins Used by Healthy and Other 50+ Consumers.109
    • Table 6-14: Number of Times Vitamins and Minerals Used in Last 30 Days by Healthy and Other 50+ Consumers
    • Store Brand Vitamins Less Popular
    • Table 6-15: Store Brand vs. Other Brand Vitamins, Healthy vs. Other 50+ Consumers
    • Table 6-16: Store Brand vs. Other Brand Vitamins, Healthy vs. Other 50+
    • Consumers
    • Contact Lenses More Common
    • Table 6-17: Use of Prescription Eyeglasses and Contact Lenses, Healthy vs. Other 50+ Consumers by Age Group
  • Chapter 7 Managing Personal Finances
    • Attitudes toward Money
    • Financial Optimism in Sync with Wellness after 50
    • Table 7-1: Personal Financial Situation, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Feel Financially Secure
    • Figure 7-1: Percent Feeling Financially Secure, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Happy with Their Financial Lot in Life
    • Figure 7-2: Happy with Their Standard of Living, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers More Confident about Managing Money
    • Table 7-2: Views of Financial Management Skills, Healthy vs. Other 50+ Consumers by Age Group
    • Money Part of Positive Self-Image
    • Table 7-3: Financial Success and Self-Image, Healthy vs. Other 50+ Consumers by Age Group
    • Financial Self-Sufficiency Hallmark of Wellness after 50
    • Figure 7-3: Percent Agreeing Financial Security for Retirement Is Individual's Responsibility, Healthy vs. Other 50+ Consumers by Age Group
    • Wellness Concerns May Trump Need for Financial Security
    • Table 7-4: Percent Agreeing ""Physical Wellness Is Less of a Concern than Financial Security"" by Age Group and Concern with Wellness
    • Financial Status
    • Wellness and Wealth Go Hand in Hand
    • Table 7-5: Bank Accounts Currently Have, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 7-4: Percent Owning Any Investments, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 7-5: Percent Owning Securities Worth $100,000 or More, Healthy vs. Other 50+ Consumers by Age Group
    • American Express Cards More Popular
    • Table 7-6: Use of Credit Cards, Healthy vs. Other 50+ Consumers by Age Group
    • High-Value Life Insurance Policies More Common
    • Figure 7-6: Percent with Life Insurance Policy Worth $200,000 or More, Healthy vs. Other 50+ Consumers by Age Group
    • More Healthy 50+ Consumers Have Homeowners Insurance
    • Figure 7-7: Percent with Homeowners Insurance, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers More Interested in Financial Services
    • Table 7-7: Attitudes toward Financial Services, Healthy vs. Other 50+ Consumers by Age Group
    • Online Stock Trading More Common
    • Figure 7-8: Percent Going Online in Last Seven Days to Obtain Financial
    • Information or Trade Stocks, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Turn to Professionals for Tax Preparation
    • Figure 7-9: Percent Who Prefer Professionals to Prepare Taxes, Healthy vs. Other 50+ Consumers by Age Group
  • Chapter 8 Overview of Consumer Behavior
    • Key Consumer Attitudes
    • Healthy 50+ Consumers Like Sales and Bargains
    • Table 8-1: Attitudes toward Sales and Prices, Healthy vs. Other 50+ Consumers by Age Group
    • Brand Names Important
    • Table 8-2: Brand Awareness, Healthy vs. Other 50+ Consumers by Age Group
    • Advertising less Effective with 50+ Wellness Consumer Segment
    • Table 8-3: Attitudes toward Advertising, Healthy vs. Other 50+ Consumers by Age Group
    • TV Ads Bother Healthy 65+ Consumers More
    • Table 8-4: Attitudes toward Television Advertising, Healthy vs. Other 50+ Consumers by Age Group
    • Ads Have Less Impact on Consumer Decisions
    • Table 8-5: Impact of Advertising on Purchasing Decisions, Healthy vs. Other 50+ Consumers by Age Group
    • Quality Important
    • Table 8-6: Attitudes toward Quality, Healthy vs. Other 50+ Consumers by Age Group
    • Home Is Important to Healthy 50+ Consumers
    • Table 8-7: Attitudes toward the Home, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Are Green Consumers
    • Table 8-8: Attitudes toward Going Green, Healthy vs. Other 50+ Consumers by Age Group
    • Gardening Appeals
    • Figure 8-1: Percent Gardening in Last 12 Months, Healthy vs. Other 50+
    • Consumers by Age Group
    • Shopping Behavior
    • Healthy 50+ Boomers Enjoy Shopping
    • Table 8-9: Attitudes toward Shopping, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Shop More Often
    • Table 8-10: Shopping Profile, Healthy vs. Other 50+ Consumers by Age Group
    • Impulse Shopping More Rare
    • Figure 8-2: Percent Who Often Buy on the Spur of the Moment, Healthy vs. Other 50+ Consumers by Age Group
    • Specialty Stores Favored
    • Table 8-11: Shopping at Specialty Stores, Healthy vs. Other 50+ Consumers by Age Group
    • Shopping Habits of Healthy 50+ Consumers Only Slightly More Affected by Internet
    • Table 8-12: Impact of the Internet on Consumer Behavior, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 8-3: Percent Placing Internet Order in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Fashion and Personal Care
    • Wellness after 50 Means Keeping Up with Fashion
    • Table 8-13: Attitudes toward Fashion, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Enjoy Buying Clothes
    • Table 8-14: Attitudes toward Shopping for Clothes, Healthy vs. Other 50+ Consumers by Age Group
    • Clothing Purchases Analyzed
    • Table 8-15: Clothing Items and Accessories Bought in Last 12 Months by 50+ Men, Healthy vs. Other
    • Table 8-16: Clothing Items and Accessories Bought in Last 12 Months by 50+ Women, Healthy vs. Other
    • Quest for Wellness after 50 Includes Preference for Natural and Organic Health and Beauty Aids
    • Figure 8-4: Percent Looking for Organic/Natural Products When Shopping for Health and Beauty Aids
    • Use of Personal-Care Products Profiled
    • Table 8-17: Use of Personal-Care Products by 50+ Men, Healthy vs. Other
    • Table 8-18: Use of Personal-Care Products by 50+ Women, Healthy vs. Other
  • Chapter 9 Leisure and Entertainment
    • Going Out
    • Wellness after 50 Means Going Out to Live Entertainment Events
    • Table 9-1: Attendance at Live Entertainment Events in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Go Out to the Movies More Often
    • Table 9-2: Movie Attendance, Healthy vs. Other 50+ Consumers by Age Group
    • Dining Out More Popular
    • Figure 9-1: Percent Dining Out (Not Fast Food) in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Reading
    • Healthy 50+ Consumers Read and Buy More Books
    • Figure 9-2: Percent Reading Books in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Table 9-3: Purchase of Books (Not E-Books) in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Magazines and Newspapers Retain Importance
    • Table 9-4: Attitudes toward Magazines and Newspapers, Healthy vs. Other 50+ Consumers by Age Group
    • Internet Has Relatively Greater Impact on Hard-Copy Reading Habits of Healthy 65+ Segment
    • Table 9-5: Impact of the Internet on Traditional Media Usage, Healthy vs. Other 50+ Consumers by Age Group
    • Few Differences in Magazine Choices
    • Table 9-6: Most Popular Magazines Read by 50+ Men, Healthy vs. Other
    • Table 9-7: Most Popular Magazines Read by 50+ Women, Healthy vs. Other
    • Going Online
    • Healthy 65+ Consumers More Open to Technology and Computers
    • Table 9-8: Attitudes toward Technology, Healthy vs. Other 50+ Consumers by Age Group
    • Figure 9-3: Percent with Computer in Household, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Frequent Users of Internet
    • Figure 9-4: Percent Going Online at Home 20 Times or More in Last 7 Days (Not Including E-Mail), Healthy vs. Other 50+ Consumers by Age Group
    • Table 9-9: Online Activities in Last Seven Days, Healthy vs. Other 50+ Consumers
    • Table 9-10: Websites Visited in Last Seven Days, Healthy vs. Other 50+ Consumers
    • Home Electronics and Home Entertainment
    • Few Differences in Ownership of Home Electronics
    • Table 9-11: Ownership of Home Electronics, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 50+ Consumers Interested in Cellphones for Data as well as Voice .162
    • Table 9-12: Ownership of Cell Phones, Healthy vs. Other 50+ Consumers ..162
    • Table 9-13: Attitudes toward Cell Phones, Healthy vs. Other 50+ Consumers by Age Group
    • Music Important Leisure Activity
    • Figure 9-5: Percent Listening to Music in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • TV Has Lower Priority among Wellness-after-50 Consumers
    • Table 9-14: Access to Cable Television, Healthy vs. Other 50+ Consumers by Age Group
    • Table 9-15: Attitudes toward Television, Healthy vs. Other 50+ Consumers by Age Group
    • Table 9-16: Ownership of Television Sets, Healthy vs. Other 50+ Consumers by Age Group
    • TV Viewing Choices Similar
    • Table 9-17: Most Popular Cable Television Channels Viewed by 50+ Men, Healthy vs. Other
    • Table 9-18: Most Popular Cable Television Channels Viewed by 50+ Women, Healthy vs. Other
    • Travel
    • Healthy 50+ Consumers In Search of New Vacation Experiences
    • Figure 9-6: Percent Saying They Vacation Somewhere Different Every Time, Healthy vs. Other 50+ Consumers by Age Group
    • Foreign Travel Entices Healthy 50+ Consumers
    • Table 9-19: Attitudes toward Foreign Travel, Healthy vs. Other 50+ Consumers by Age Group
    • Table 9-20: Foreign Travel in Last Three Years, Healthy vs. Other 50+ Consumers by Age Group
    • Cruise Ship Vacations Attract Healthy 65+ Travelers
    • Table 9-21: Cruise Ship Vacations, Healthy vs. Other 50+ Consumers by Age Group
    • U.S. Destinations Also Attract Healthy 65+ Travelers
    • Table 9-22: Domestic Travel in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
    • Healthy 65+ Consumers Major Segment for Car Rental Firms
    • Figure 9-7: Percent Renting Vehicle for Business or Personal Use, Healthy vs. Other 50+ Consumers by Age Group
  • Appendix
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