UPCOMING WEBINARS

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UPCOMING WEBINARS

FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21ST

MARKETING’S MOST VALUABLE GENERATION

Beth BradyApril 2013

INTRODUCING BOOMERS

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TODAY’S PRESENTERBETH BRADYGlobal Head – Marketing Effectiveness, Nielsen

Beth is responsible for bringing together Nielsen Watch and Buy capabilities to address the strategic needs of clients in an innovative and compelling manner.

She has 20 plus years of business building experience in the Consumer Packaged Goods industry.

MARKETING’S MOST VALUABLE GENERATION

Beth BradyApril 2013

INTRODUCING BOOMERS

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WHAT WE WILL COVER….

WHY SHOULD YOU CARE? WHY BOOMERS? WHY NOW?

OBSERVATIONSWHAT YOU MIGHT KNOW? WHY IT MATTERS?

IMPLICATIONSHOW TO ACT ON BOOMER INTELLIGENCE?

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MISUNDERSTOOD BOOMER MARKET

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CPG Dollar Spend Ad Dollars Aimed at 50+ Years

50% 10-15%

THE DIVIDE

BIG AND GETTING BIGGER

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LARGEST GROWTH RATEGROWTH RATE OVER NEXT 20 YEARS

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MASSIVE BOOMER POPULATION

80 MILLION

Born 1946-1964

US ADULT POPULATION

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They have advanced through life picking up energy and spending power along the way.

BOOMERS ARE A MARKETING’S TIDAL WAVE

THEY MAKE MONEY,THEY SPEND MONEY

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$15TTHEY WILL

CONTROL 70% OF DISPOSABLE

INCOME

IN THE NEXT 20 YEARS, THEY WILL

INHERIT $15T

IN 5 YEARS, 50% OF

U.S. ADULTS WILL BE 50+

<5050+

IN 5 YEARS

70%

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INCOME BY GENERATION63% of Boomers have at least one person in the HH working full time

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Basket Ring $ Per Household

BOOMER ARE THE BIGGEST SPENDERS

Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.

And shop retail channels like everyone else

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POLL #1

Beer

Wine

Coffee

Carbonated Beverages

WHAT CONSUMER PACKAGED GOODS CATEGORY ARE BOOMERS MOST LIKELY TO BUY?

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119 OUT OF 123

BOOMERS DOMINATE CPG CATEGORIES

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STILL DOING WHAT THEY’VE ALWAYS DONE Annual $ per household among category buyers

Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, UPC-coded products

THEY ARE WINNABLE AND LOSABLE

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BOOMER’S BRAND LOYALTY IS THE SAME AS OTHERS

LOYALTY CAN CHANGE Continue to invest and prioritize their loyalty

DITTO FOR THEIR SENSITIVITY TO PRICING

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How often female heads of households look at unit price to compare products

ON A FEW/SOME TRIPS

ON MOST TRIPS

35-44AGE RANGE

45-54 55-64 TOTAL

40% 40% 41% 40%

54% 53% 52% 52%

SO WHICH IS IT?

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BOOMERS LIKE EVERYONE, PREFER BRANDSAnnual $ per household among category buyers

Source: Nielsen Online Views Survey, Dec 2012/Jan 2013; Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012 (UPC-coded)

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SOME PRICE DEAL SHOPPING

Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.

MAKING THE TECH MOVEMENT MOVE

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HALF OF ALL ONLINE, SOCIAL MEDIA & TWITTER USERS

BOOMERS …

USAGE OF THE SOCIAL NET HAS DOUBLED

32% OWN A SMARTPHONE

f 53% ARE ON FACEBOOK

“ ”The biggest growth over the past 2 years is the evolution of social and mobile.

AARP

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HIGH TECHNOLOGY ADOPTION WITH TECHNO BOOMERSGeneration comparison by index

Source: Nielsen ConneXions 2012

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GUESS WHO’S SHOPPING ONLINE

Source: Forrester Research

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ONLINE SHOPPING TRENDS

Source: Nielsen Homescan Panel

MARKETING AND MEDIA FRIENDLY

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BABY BOOMERS GEN X MILLENIALS

174

LOOK WHO’S WATCHINGHours per month

133 107

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POLL #2

Big Bang Theory

NCIS

Dancing with the Stars

WHAT TOP 10 BROADCAST TELEVISION PROGRAM IS MOST VIEWED BY BOOMERS?

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16 out of 25

BOOMERS DRIVE THE TOP TV SHOWS

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TV:RADIO:

MAGAZINES:NEWSPAPER:

46444548

AGE OF MEDIANREADER/LISTENER

THEY’RE LISTENING AND READING TOO

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THERE IS JOY IN AGING

MATURING BRAINS PROCESS INFORMATION DIFFERENTLY

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WHEN DOES YOUR BRAIN CHANGE? It happens over time beginning at 55

Source: Nielsen NeuroFocus study 2012

LOSE THEIR ABILITY TO SUPPRESS DISTRACTIONS

TEND TO THINK IN A MORE LINEAR WAY

DON’T RESPOND WELL TO NEGATIVITY

BETTER AT RECOGNIZING THE CENTRAL IDEA/BIG PICTURE

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AS WE AGE, KEEP IN MIND…

Reduced eyesight

Hearing loss

Diminished sense of taste or

smell

Health &fitness

concerns

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SUMMARIZING OUR OBSERVATIONSHuge Boomer opportunity

1 They are big and getting bigger

2 They make money and they spend money

3 They are winnable and losable

4 They are making the tech movement move

5 They are marketing and media friendly

6 Their maturing brain process differently

HOW TO TAKE ACTION

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MARKETING TO BOOMERS

•Demand facts

• Less price sensitive

• Spend more time making purchasing decisions

• Less self oriented more altruistic

•More holistic messaging

PUTTING IT TO WORK

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PACKAGE REDESIGN

FOCUSING ON MAKING THEIR PACKAGES EASY TO USE.

Diamond Foods• Redesigned packaging of the Emerald Snack Nuts line

to make it easier for the aging consumer to open & help with dexterity issues.

• Indentations make containers easier to hold &

grooves in the lid make it easier to open.

• Record sales posted--12% share gain in its category

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CONNECTING THRU MOBILE

CATERING TO THEIR TECH VITALITY.

Walgreens Rx App• Pill Reminder mobile app helps users track their

medication and receive alerts.

• Alerts can be scheduled many different ways & can hold multiple prescriptions, vitamins & other supplements.

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RE-DEFINING AGING

Depend• The average age of the Depend user is trending

lower as Boomers have aged and the American population has become more prone to diabetes.

• Perceptions are changing. They rejuvenated the brand via ad campaigns, packaging and consumer outreach.

• Ads now show energetic older people going about their everyday activities.

DOING MORE WITH THEIR LIVES THAN EVER BEFORE.

MOVING FORWARD WITH BOOMERS

IDENTIFY WHAT’S VALUABLE

FIND THEM AND FIND YOUR WAY IN

PUT THE “ME” IN YOUR MESSAGE

BOOMERS: IF NOT NOW, WHEN?

THANK YOU

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Q & A

• If you have follow-up questions or want more information, please contact your Nielsen Professional Services rep

• If you are not a current Nielsen client, please contact us

Phone: 800-553-3727

Email: CPGSolutions@nielsen.com

• OR, if you have any questions regarding the content of this webinar, you can also contact:

Beth Brady, email: Beth.Brady@nielsen.com