DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
METHODOLOGY 1
ANALYSIS 2
BRIC countries have broadly enjoyed young population bases in the past 2
In the 1990s the BRIC region was characterized by a young population base 2
Overall there is an aging of the BRIC region but there is some important variance 3
BRIC countries do not match Western European aging of populations but this pattern is changing 3
The continued emergence of a significant senior groups is evident to 2010 5
Brazil - experiencing a rapidly aging population 6
Russia - declining life expectancy and birth rates create worrying population decline 7
Mortality crisis amongst Russian males emphasizes the growing market importance of women 8
China - rapid aging of the population has a fundamental impact 9
India - aging population is a concern for the longer term rather than medium term 11
IMPLICATIONS - DON'T TAKE THE BRAND LOYALTY OF AGING POPULATIONS FOR GRANTED 13
An aging population brings with it new needs 13
Older consumers are more likely to trade up 13
Older consumers will increasingly focus on appearance 13
Convenience is important to older consumers too 13
There will be a need for stronger food flavors 14
BRIC markets have not yet reached the post-materialist stage 14
Rising average ages bring health implications into focus 14
Obesity and hypertension prove major challenges to BRIC populations 14
Companies will need to include the older segment into product development and marketing communications 16
Target the older consumer group - their strategic importance will only grow 16
Make older consumers more inclusive with "ageless marketing" 16
BRIC seniors may have more limited comprehension of the point of persuasion 16
Respond to the veneration of seniors in certain societies 16
Stress the positive aspects of maturity 17
Companies that adapt the quickest will thrive 17
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