| One of the largest markets for wellness products, is | | | | doing everything in their power to slow down this |
| targeted directly at the needs and concerns of the | | | | process and to extend their lifespan with quality years. |
| "baby boomer" generation. | | | | As one marketer commented: "They are entering |
| This generation, defined as those born between the | | | | middle age kicking and screaming." |
| years 1946 and 1964, represents the most affluent and | | | | In response to the realities of getting older, the baby |
| influential section of the economy. | | | | boomers have discovered a new appreciation for, and |
| Over 90 million strong in the U.S. and Canada, the | | | | an active persuit of a healthier lifestyle. They are |
| "baby boomers" have had a dramatic effect on every | | | | watching their diets, exercising more, and beginning to |
| facet of life. As this market segment has moved | | | | look seriously at natural/alternative and preventative |
| through life, they have literally dominated the | | | | healthcare. As a result, the Diet and Nutrition and |
| marketplace. When they were infants, the | | | | Personal Care industries are now estimated to be a |
| marketplace responded with the prepared baby food | | | | 56 Billion dollar annual market. They are expected to |
| industry--resulting in supercharged growth in that | | | | double in the next five years alone! |
| market....from 270 million jars per year to 1.5 billion jars. | | | | This is the marketplace that 'wellness' products and |
| When the boomers reached their early childhood, the | | | | services are targeted at. Products that are specifically |
| market responded with Frisbees, Hula Hoops, | | | | designed and formulated to address the needs and |
| Skateboards, TinkerToys, etc.....billions of dollars worth! | | | | concerns of this aging population are perfectly |
| As the teenage years came along so did the advent | | | | positioned for growth and profits. |
| of fast food franchises such as McDonalds, Burger | | | | As a great marketing guru once said..."To be |
| King, Kentucky Fried Chicken, etc. Franchisees | | | | successful, always ride the marketing horse in the |
| became rich as the baby boomers filled up on french | | | | direction it wants to go." That marketing guru was my |
| fries, burgers, and soft drinks. | | | | grandfather. He did not realize how profound his words |
| Community infrastructure was also dramatically | | | | would become. The baby boomers have spoken with |
| effected. Elementary and High Schools were built at a | | | | crystal clarity...they want high quality, natural healthcare |
| break-neck speed to accomodate this generations | | | | products that make them feel and look younger, give |
| educational needs. Social programs were implemented | | | | them increased energy, enable them to control weight, |
| as a direct result of the huge numbers of new | | | | help them strengthen their immune systems, and give |
| problems and opportunities that this massive group | | | | them a high quality of life. |
| created. | | | | Dr. Ken Dychtwald, author of AgeWave, states it this |
| Young adulthood brought with it changes in fashion | | | | way..."Entire industries will rise and fall in response to |
| preferences...which resulted in marketing phenomenons | | | | this anti-ageing, anti-obesity, pro-longevity obsession." |
| such as The Gap which went from $600,000 in sales | | | | He goes on to say..."With the middle-aging of the |
| in 1969 to 99 Million in 1976...today those figures are off | | | | boomers, we are beginning to feel the impact of the |
| the map. | | | | demographic 'age wave', whose mass and force will |
| According to a report on CBS news, this same baby | | | | ultimately challenge every aspect of our personal, |
| boomer generation now accounts for an incredible | | | | social, financial and political dynamics". |
| One Trillion Dollars in annual income! The marketplace | | | | As has been the case from the birth of the first |
| continues to respond to this generations every whim.... | | | | baby-boomers, there now exists tremendous |
| now when you hear a music background for popular | | | | opportunity for companies and individuals who |
| advertisements, it is likely to be an old tune from the | | | | recognize the trends, and are able and willing to |
| 60's, and 70's. | | | | capitalize on them. You can be such an individual by |
| As the baby boomer generation enters the fifth | | | | recognizing the opportunity that wellness products |
| decade of life they have begun to approach the "aging | | | | present. |
| process" as a not-so-inviting-prospect. Indeed they are | | | | |