Empty Nesters

SUMMARY

Empty Nesters are more numerous, more wealthy and more inclined to spendtheir money on self-rewarding behavior than ever before. They develop newpurchasing habits and new consumer packaged goods (CPG) needs as they adjust totheir new freedom. These factors make Empty Nesters an important and valuablemarket worth US$645bn in 2003.

Scope of this report

• Complete breakdown of all Empty Nesters in Europe and the US by size,income, age and annual per capita CPG spending.
• In-depth insight into the drivers of Empty Nesters' high CPG spending andstrategies for targeting this opportunity.
• Analysis of how age affects Empty Nesters' habits and how needs,motivations and attitudes change with time.
• Detailed examination of new products aimed at Empty Nesters, illustratinghow to develop successful products for this market.

Research and analysis highlights

Age defines Empty Nesters' spending patterns. Early Empty Nesters (agedbetween 50 and 64) have high disposable incomes and spend lavishly on rewardingthemselves. Late Empty Nesters (aged 65 years and over) have more limitedbudgets, leading to a greater emphasis on value in their CPG purchases, withhigh spending reserved for special occasions.

The rapid growth in Empty Nester spending comes as a result of increasingincomes coupled with people planning for a self-rewarding retirement. EmptyNesters spent US$462 billion on CPG products in Europe and US$200 billion in theUS in 2003. Early Empty Nesters spend on average US$5,500 per person per year onadded value CPG products.

One of the major changes which occurs to most Empty Nesters is the increasein socializing. Empty Nesters engage in 51 million Entertaining At-homeoccasions per year in Europe and 26 million per year in the US. This high levelof socializing leads to new CPG consumption habits and needs.

Key reasons to read this report

• Learn the value of this numerous, wealthy and growing consumer group, anddiscover how to profit from Empty Nesters.
• Understand the transitions which Empty Nesters face and win customerloyalty by helping them to adjust to their new lifestyles.
• Increase sales by developing products, branding strategies and marketingmessages which meet the specific needs and attitudes of Empty Nesters.

TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY

Hot topic

The future decoded

Action points

CHAPTER 2 THE FUTURE DECODED

Introduction

The development of the Empty Nester group

Empty Nesters are on the rise

Income varies considerably between age groups

The value of Empty Nesters' spending is rising sharply

Spending on food is set to increase

Health concerns limit spending on alcohol

Looking and feeling good is important to Empty Nesters

Empty Nesters change their needs, attitudes and behaviors

Age affects how Empty Nester status alters people's lives

Self-rewarding behavior creates an opportunity to add value

Increase in time leads to new habits and a need for convenience

More frequent socializing changes CPG spending habits

Early Empty Nesters wish to stay young and energetic

Increased disposable income leads to increased spending

Increased health awareness

Functional foods help Empty Nesters to meet key health concerns

Health concerns prompt more organic and fresh purchases

Other concerns limit self-rewarding

Late Empty Nesters have to plan for a financially sound future

The presence of boomerang babies restricts freedom and money

Moving home can create new CPG needs

Conclusions

CHAPTER 3 ACTION POINTS

Introduction

Make transition to Empty Nester status enjoyable

Educate consumers in new high-value consumption habits

Emphasize the fun aspects of the Empty Nester lifestyle

Simplify and refine offerings

Target Early Empty Nesters with high quality upgrades

Encourage daily trading up in general consumption

Target special occasions as an excuse to "splash out"

Show how your brand fits new lifestyle values

Offer quality by fulfilling high expectations

Do not sacrifice quality and health for convenience

Make meals exciting and novel

Present Empty Nesters with mature and sophisticated products

Demonstrate value for money to Late Empty Nesters

Offer less of the best

Deliver on all promises

Demonstrate the value of the product

Focus on wellness as an enabler

Identify key health needs

Introduce regimes to encourage regular healthy consumption

CHAPTER 4 APPENDIX

Supplementary data

Population

Disposable income

CPG spending

Definitions

Research methodology

References

Consumer sources

Industry sources

Government sources

New product research

How to contact experts in your industry

List of Tables

Table 1: Empty Nesters in Europe and the US (m), 1998-2008

Table 2: Annual per capita disposable income of Empty Nesters (€& US$), 2003-2008

Table 3: Empty Nesters' overall spending on groceries, drinks at home andpersonal care (€bn & US$bn), 2003-2008

Table 4: Empty Nesters' annual per head spending on groceries, drinks athome and personal care (€& US$), 2003-2008

Table 5: Empty Nesters' annual per head spending on food (€ &US$) 2003-2008

Table 6: Empty Nesters' annual per head spending on alcohol (€ &US$) 2003-2008

Table 7: Empty Nesters' annual per head spending on personal care (€& US$) 2003-2008

Table 8: Empty Nesters in Europe and the US (m), 1998-2008

Table 9: Empty Nesters as a percentage of all Seniors, 1998-2008

Table 10: Late Empty Nesters in Europe and the US (m), 1998-2008

Table 11: Annual per capita disposable income for Empty Nesters (€and US$), 1998-2008

Table 12: Annual per capita disposable income for Early Empty Nesters(€ and US$), 1998-2008

Table 13: Early Empty Nesters' disposable income as a percentage of thenational average

Table 14: Annual per capita disposable income for Late Empty Nesters(€ and US$), 1998-2008

Table 15: Late Empty Nesters' disposable income as a percentage of thenational average

Table 16: Early Empty Nesters' annual household spending on groceries(€ & US$), 1998-2008

Table 18: Early Empty Nesters' annual per capita spending on alcohol athome (€ & US$), 1998-2008

Table 20: Early Empty Nesters' spending on personal care (€ &US$), 1998-2008

Table 21: Late Empty Nesters' spending on personal care (€ &US$), 1998-2008

Table 22: Definitions of terms used in the report

List of Figures

Figure 1: Empty Nesters' annual disposable income as a percentage ofnational average, 2003-2008

Figure 2: Culinary Web sites help consumers improve their diningexperiences

Figure 3: Progresso Soups' marketing

Figure 4: Organic products targeted at Empty Nesters

Figure 5: The New Covent Garden Food Co.'s Fresh Sauce (UK)

Figure 6: Iglo Ready Meals (France)

Figure 7: EZ Marinade (US)

Figure 8: Drambuie whisky liqueur