Population Aging 50plus market A unique chance to grow 2011/06/14.
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Transcript of Population Aging 50plus market A unique chance to grow 2011/06/14.
Population Aging 50plus market A unique chance to grow2011/06/14
Executive summary
Population aging : a growth opportunity
Opportunies & Threats for Nestle Waters
Who are the 50plus ?
What competitors are doing ?
Nestle Waters Vision
Nestle : Key actor of Global Aging
Population aging : important possibility to grow
60plus in 2000 and 2020
21
16
24
18
21
16
19
13
18
13
13
8
1411
Pourcent of the population aged 60 ans and over, 2000-2020 (Source Senior Strategic)
2000
2020
43% of revenues (up by 15% by 2020)
51% of mineral waters (EU)
3200 billions euros in buying power (Europe – Estimation Senior Strategic)
75% of high-end vehicles 50% of for beauty products
Facts & figures
50plus marketFacts & Figures
ElderlySeniorsBoomers
65 70 80 9040 50
Who are the 50plus ? (generational approache)
Health & WellnessFoods and personal care that keep them strong and vital.
Value for moneyDepending on their life situations and aspirations
Ethics & EnvironmentalismRespond to brands who share theses convictions
Desire for new experiences Less and less loyal to brands
PleasureImportant value for food.
Ageing Well Convenience
Quality - YouthEnvironment
Reinsurance & Security & SafetyLoyal to brands which reinsurance them.
HealthLook for food compatible with their health situation (diabetes, menopause, cholesterolis, osteoporosis, transit disorders ...)
Financially conservative : have always been more conservative and continue to be with crise.
ReinsurancePracticity
Healthy products
Importantfor them
Theirneeds
Enthusiastics11%
Leaders11%
Originals14%
Fearfuls13%
Actives14%
Sociables13%
Rigorous11%
Thinkers 11%
Who are the 50plus ? (Psychographic Segmentations)
Segmentation nestle
Segmentation nestel
What is competitions doing ?
Format/ PackagingNostalgiaHealth
What are our competitors doing ?
Retail
Coca ColaPremuim Heart Wise
DanoneActimec – Danacol
General MillsFiber One - Progresso
Pepsi Co.Pepsi Natural & Throwback
General MillsWanchai Ferry
UnivelerOne of the most advance company on aging in food industry
w wwwwww
Visions forNestle waters
Vision
Nestle Waters leader sur toutes les generations
Satisfy a greater number of generations (5 vs 4),
with Boomers as an important target
while maintaining Seniors'
50plus with all generationsConvenienceAging well – Well being
Objective : keep Boomers' loyalty, maintain Seniors' consumption by focusing on needs
Environment
3 « ETAGES » (mettre en forme)- Functionalchoresterol, diabetes, menopause, osteoporosis, cognitive functions, Heart Disease and Constipation...
- Hydratation – Plus (digestion...)
- Hydratation – Base
Develop a Care and Benevolence image
Promote water consumption as a need in old age
Packaging Format« Easy Easy Universal Design» to use, read, carry, handle, open, understand benefits, shop, pour...
Format based on 50plus needs and accepted by younger generations
More infos : better decisionsPackaging, CommunicationSales points, Hotline, News medias...
Distribution channelsStart dialogue about Seniors with retailers. Explore new distribution channelsRetail Convenience delivery
Services
Communication« Waters for All Generations »Enlarge the current « family » representation with Seniors
Age less communicationFocus on hydration for aging well and well being
Focus on benefits for functional waters
Packaging
Local sources
Sustainable developmentSource protectionRessource protection
Water as a factor of successful agingAging Well & Well being & Pleasure
Fact : aging well is the number one need of the 50 plus. In the food industry they want both : pleasure and health.
Health issues : choresterol, diabetes, menopause, osteoporosis, cognitive functions
REDISTRIBUER LES SLIDES
Convenience
Product & packaging : « Easy Easy » Easy to : use, read, carry, handle, open, understand benefits, shop, pour...Easy for 50plus = easy for all generations = Universal Design
Format based on 50plus needs and compatible with younger generations
Environment : very important for Boomers
More informations on packaging
REDISTRIBUER LES SLIDES
Convenience REDISTRIBUER LES SLIDES
ServicesHome deliveryMore Global Informations on health
RetailingStart dialogue about Seniors to retailersEasy access to Nestle products
“When our boomer and 50-plus customers plan home improvement projects, we offer the products, services and know-how they need to create an intergenerational living space that welcomes family members of all ages and abilities.”
Roger Adams, CMO and senior vice president of Marketing for The Home Depot.
Unilever shows retailers how to follow the money
Focus on Boomers REDISTRIBUER LES SLIDES
Fit their needs – Tell them they are important. This generation feels that they have been ignored for the last 15 years.
Focus on Well Being and Aging Well with Healthy Hydration and Functional benefits
Enlarge the current representation of « family » (include Seniors in communications) « Waters for All Generations »
Focus on innovations and « easy to »
Develop a competitive strategy vs tap water
Prove and demonstrate benefits
Environment is a must
Maintain the Seniors consumption
REDISTRIBUER LES SLIDES
Promote water consumption as a need for old ageUse prescriptors (doctors, gynecologists, hospitals, nutritionists, carekeepers...)Publish reports and studies. Establish « standards » of water consumption for Seniors
Be close to SeniorsHome deliveryBetter packagingsUse carekeepersDevelop communication program with insurance & pension cies
Develop a Care and Benevolence image
Sales
Retails / DistributionsStart dialogue about Seniors to retailers. Help them to sell to SeniorsExplore new distribution channelsRetail Convenience delivery : home, drive in, through e-com, retailers, parking, special transports, for retired households, free delivery for very loyal customers.
REDISTRIBUER LES SLIDES
With strong partnerships & Acquisitions
PartnershipRetired associations (Carp, AgeUK, Aarp...)Services network. Ex. : Comfort Keepers (Sodexho-US), Una (France)...Insurance & pension companiesProfessional associations (lobbying)Companies already on Seniors (Saga in UK, Docomo in Japan...)
AcquisitionsStudy the acquisitions of water brands well positionned on 50plus market
50plus with all generations
Elderly
Baby boomers
Intergenerational communication
Generational communication
Enlarge the current representation of « family » (includes Seniors in communications)
Waters for differente generations should be advertised with Ageless Strategies
Functional waters for one generation may be advertised on benefits
Products for the old age could use a « Senior communication »
LocalFunctionalPure life
What does it mean for our differents brands ?
In aging countries : target 50plus and keep younger generations : Universal Communication based on commun values between Boomers and younger generations.
Enlarge the current representation of « family »
Include 50plus in media plan & P.R.
In US and Canada : study the opportunies to partnership with AARP and Carp
Ageless communication & functional benefits and histories
Example : Hepar focused on Magnesium
Contrex is a special case : conquer young generations and keep actual 50plus customers
Ageless & based on - Origine & heritage- Environment- Benefits
Idea in US : Study the possibity for a US local brand to be the 50plus water across the US
Nestle as a key actor of Global Aging
Nestle as key actor in Global Aging
Nestle is one of the right company to be an actor on Global Aging and Aging Well
Work with an international institut on AgingPublish researches Publish comprehensive studies for medias and customersSponsor and organise conferences on AgingDevelop an international network of experts on Aging
Example : Global survey on ageing and retirement by HSBC and Oxford Aging
See the Global Aging Actions as a strategy to conquer new territories
Now, this is the momentA unique chance for Nestle Waters to grow
- The first boomers have already 65 years- Success stories on aging are now- The big players are beginning to show interest- The market shares are taken now. Syndrome (Google vs. Facebook)