Different walks of life—same commitment to health
Supplement users come from all walks of life—even younger generations such as Millennials have discovered the power of trend-setting, no fuss supplement products. But while Millennials have just recently gotten a seat on the bus, Boomers and Matures have been riding that bus for decades. It would seem easy then, to market and sell to these aging generations, as they make up such a large portion of current supplement users (54%)1. However, times have changed and generational values regarding supplement attributes have made marketing to these groups more challenging than ever.
Boomers (ages 51-69)2, make up the largest percentage of supplement users and as a group have the largest portion of disposable income. Unfortunately, as a group, they are often more stressed, less healthy and have less health care coverage than people in the same age group did a decade ago3. Their health concerns often focus on preventative care and they are most influenced by packaging and claims. This provides an excellent opportunity for marketers—grab the Boomers’ attention, get them to read the label and if they like what they see, they’ll buy your product! In addition, they are increasingly concerned with environmental causes and actively seek out earth-friendly brands. Flaunting your eco-friendly agenda is a plus with this group.
The Matures (ages 70+), on the other hand, are not easily swayed by slick packaging and well-positioned label claims. This generation is more brand loyal and will likely to listen to their physician’s recommendations when choosing a supplement4. The Matures generally face a myriad of aging concerns such as high blood pressure, osteoporosis, arthritis and look for supplements to add to their existing regimen of prescription medications. To get on their radar, offer a safe and proven product that has stood the test of time or has scientific research and studies to back up claims. This generation is often less likely to try something new—they are willing to spend money, but only on products they trust. Additionally, since this generation is the least tech-savvy, they’re harder to reach and may not find out about products as quickly as other generations—Millennials always have their eye on the next big thing.
The good news is, every generation values supplements and their usefulness in their healthy lifestyle choices. But, Boomers would appear to be an easier-to-penetrate market, as they are genuinely concerned about potential health pitfalls and they will actively seek out self-identified solutions. Additionally, as a statistically under-insured population, they may be more aggressive about preventative solutions and look at supplements to keep them healthy. Products such as probiotic combo supplements and functional ways to take calcium or conditionally specific products are more likely to be embraced by Boomers. Matures, though, want assurances—safety, efficacy and research/study-backed claims.
NEC offers solutions which appeal to every generation—research/study-backed products such as BioCore AminoTap® which may allow Matures to get more out of a limited diet and Serrazimes® as a systemic protease blend, which supports immunity, cardiovascular and musculoskeletal health for Boomers. Also, with many packaging options and delivery systems available, NEC makes it easier than ever to get your product into consumer’s hands and mouths. Just remember, every generation is committed to their health, but it’s up to marketers to find new and creative ways to help them achieve their health goals and develop lasting relationships with aging consumers.
1., 2. NMI SORD 2015
3. National Center for Health Statistics. Health, United States, 2016: With Chartbook on Long-term Trends in Health. Hyattsville, Maryland. 2017.
4.NMI SORD 2015