Articles

10.2.2011 Brands target boomers in US

Kimberly-Clark, Walgreens and Sherwin Williams are among the major companies modifying their approach to meet the needs of baby boomers. Estimates from the US Census Bureau suggest the number of Americans aged 65 years old or more should surpass 80m by 2050, compared with approximately half that figure in 2010.

Ocean Spray, which makes a variety of juices, sauces and oatmeal goods, has identified this demographic as a core target audience. However, rather than emphasising age in marketing communications, it typically discusses health benefits, according to Ken Romanzi, the organisation's North American chief operating officer. "We don't do anything to remind boomers that they are getting older," he told the Wall Street Journal.

Consumer healthcare specialist Kimberly-Clark spent two years updating its Depend stable of incontinence products. It believes 45m individuals will require such offerings by 2020, measured against 38m today, and has moved to reflect the preferences of this community. Strategies have included modernising designs to replicate normal underwear, utilising more contemporary patterns and changing on-shelf display techniques. Elsewhere, the company has reformatted the packaging for Kleenex tissues so it is less traditional, in recognition of evolving customer tastes.

Pharma chain Walgreens is also ensuring its branches are accommodating to older shoppers, and making lines such as reading glasses increasingly stylish. "The boomers are much more focused on enhancing their well-being versus just trying to address being sick, as the prior generation might have been," said Robert Tompkins, Walgreens' divisional vp and general merchandise manager.

B.L. 10.2.2011