Alcoholic Drinks and an Aging Population

Consumers aged 50+ represent an attractive and significant market for alcoholic drinks. It’s now time to start paying more attention to them: they already represent a large section of society – and their numbers are growing; they are affluent, and they enjoy food, drinks, and convivial experiences. This report provides crucial insight and analysis of the aging population and alcohol consumption.

• Review a selection of alcoholic drinks advertising campaigns that have broken new ground by targeting middle aged or older consumers.
• Understand the relative size of each age group for sales of your product. Predict how an aging population will change the markets that you compete in.
• Gain insight into the types of alcoholic drinks that older consumers are buying into now – and what is likely to be popular in the future.
• Review products in the senior-friendly super-premium segment, as well as products that claim to benefit heart health, weight management and skincare
  
• Understand how the needs, preferences and aspirations of 50+ consumers differ from those of younger adults.
  

The 50+ age group makes up 31% of the world's population and accounts for 30% of global spending on alcoholic drinks (though a lower share of volume). This age group accounts for 40% of wine spending, 37% of spirits spending and 22% of spending on beer, cider and FABs.

The 50+ age group typically accounts for about a half of all consumer spending and many want to live in style with premium products because they believe that have earned it. However, it is estimated that only 10% of marketing is directed at the 50+ age group, such that half of this group believes that businesses have little interest in their needs.

There is an opportunity for no, low, and lower alcohol products, because seniors are the most likely of all age groups to moderate or abstain from drinking. Older consumers are also interested in dietary products (low/no calorie/carb/sugar etc) which currently make up about 2% of new alcoholic drink launches.

• How does spending on beer, wine and spirits change as people age? How does it shift between categories within these three types of drink?
• What are the key lessons to be learned in marketing to the 50+ age group?
• How have some alcoholic drinks companies started to practice ageless marketing?
• Which spirits categories are popular with older consumers but have not yet developed a significant super-premium segment?
• What is the most common medical concern for people in the 50+ age group and how have Japanese wine makers been addressing this issue?

Table of contents

EXECUTIVE SUMMARY
•Age groups and generations
•Alcoholic drinks and age
•Marketing to 50+ 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 to consumers 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 no alcohol products
Lower alcohol products
•Dietary products
Low/no calorie
Low/no sugar
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
TABLES
•Table: Importance of different marketing attributes to boomers
•Table: Who lives in Florida Boomer households?
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 to friendship
•Figure: Beer brands to accompany 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 to older consumers
•Figure: Exploiting attributes that are appealing to older consumers
•Figure: Combining more than one attribute to appeal to older consumers

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