Table: Senior population (m) by country, US & Europe, 2002–2012
Table: Senior population (m) by country, Asia Pacific and emerging markets, 2002–2012
Table: Median age of world population across countries, 2002–2012
Table: Life expectancy, mortality rate and fertility rate across 18 countries in Europe, the Americas and Asia Pacific, 1990–2006
Table: Consumer survey: the level of attention given to ‘ensuring you do not drink too much alcohol in general’, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: Consumer survey: the extent to which consumers had moderated their alcohol consumption in the past six months (2008), in 15 countries across Europe, Asia Pacific, South America and the US, by age
Table: Consumer survey: the degree of attention respondents pay to their own heart health, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: Consumer survey: the amount of attention given by respondents to bone health, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: Consumer survey: the extent to which respondents agree that drinking alcohol in moderation is good for health, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: The percentage of consumers abstaining from alcohol consumption by age range, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: Consumer survey: the propensity of consumers to change the frequency with which they enjoy small indulgences to escape the pressures of everyday life, in 15 countries across Europe, Asia Pacific, South America and the US
Table: Consumer survey: the extent to which consumers have altered their choice of alcoholic drinks in the last six months on health considerations (2008), by age, in 15 countries across Europe, Asia Pacific and the US
Table: Consumer survey: the amount of attention given by respondents to the amount of money spent on alcohol, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: Consumer survey: the amount of attention given by respondents to the long-term health implications of drinking too much alcohol, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: Consumer survey: the amount of attention given by respondents to potential weight gain from drinking alcohol, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: The market value of the beer, cider and FABs category, by age, in 19 countries across Europe, Asia Pacific, South America and the US, 2007
Table: Consumer survey: the frequency with which consumers drink beer, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Table: Share (%) of value sales within the wine category, by age, in 19 countries across Europe, Asia Pacific, South America and the US, 2007
Table: Consumer survey: the extent to which consumers had chosen alcohol based on its compatibility with food in the last six months (2008), by age, in 15 countries across Europe, Asia Pacific, South America and the US
Table: The market value of the spirits category, by age, in 19 countries across Europe, Asia Pacific, South America and the US, 2007
Table: Consumer survey: the frequency with which consumers drink spirits, by age, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
Figure: A number of factors are responsible for the attitudes of Seniors towards alcohol
Figure: Baby boomers’ lack of technophobia has contributed to the success of home entertainment technologies
Figure: Apple's iPod is also popular among baby boomers
Figure: Media, including websites and magazines, have turned their attention to the dankai generation and senior population in Japan
Figure: Mortgage affordability and smaller subsequent generations are now affecting Seniors
Figure: Seniors have traded up less than Young Adults in 2008
Figure: Seniors have been particularly slow to trade up in the on-trade in 2008
Figure: All consumers, including Seniors, have been keener to trade up when drinking at home in 2008
Figure: Personal care has been one of the markets that has most commonly experienced up-trading in 2008, but Seniors have lagged behind
Figure: Seniors felt less concerned by economic downturn in the first half of 2008
Figure: Seniors are looking to enjoy more small indulgences in 2008 compared to 2006
Figure: Factors influencing all consumers’ choice of alcoholic beverages
Figure: Factors influencing Seniors’ choice of alcoholic beverages show some subtle differences
Figure: Seniors are less likely to drink regularly in the on-trade compared to other age groups
Figure: Seniors are slightly more likely than average to enjoy alcoholic drinks at home
Figure: Beer, cider & FABs accounts for over half of market value when looking at all 19 featured countries across Europe, Asia Pacific and the Americas
Figure: The beer, cider and FABs category is not dominant among Seniors (50+ years old)
Figure: Case study: beer brands in Japan have been able to introduce some products to the market that have proved popular with Seniors
Figure: Beer is substantially more popular than any other drink with Seniors when visiting the on-trade but not eating
Figure: Wine is the most popular category among Seniors in terms of market value
Figure: Seniors drink wine more frequently when compared to the average consumer
Figure: Spirits is the least valuable category in Seniors’ alcoholic drinks, but still accounts for almost one third of market value among this demographic
Figure: Seniors account for the biggest share of the spirits market by age
Figure: Better-for-you innovation opportunities exist outside of the beer category
Figure: Campbell’s V8 juice brand has made an attempt to incorporate Seniors in its advertising campaigns
Figure: Brown-Forman’s Jack Daniels brand has successfully appealed to Seniors through heritage and tradition, avoiding the alienation of Young Adults and Early Mid-Lifers
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