Population Aging
50plus market
A unique chance to grow
2011/06/14
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
Pourcent of the population aged 60 ans and over, 2000-2020 (Source Senior Strategic)
21
24
16
18
21
19
16
13
14
11
13
2000
18
8
13
2020
Facts & figures
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
50plus market
Facts & Figures
Who are the 50plus ? (generational approache)
40
65
50
Important
for them
Boomers
Seniors
Health & Wellness
Foods and personal care that
keep them strong and vital.
Reinsurance & Security &
Safety
Loyal to brands which
reinsurance them.
Value for money
Depending on their life
situations and aspirations
Ethics & Environmentalism
Respond to brands who
share theses convictions
Desire for new experiences
Less and less loyal to brands
Pleasure
Important value for food.
Their
needs
70
Ageing Well
Convenience
Quality - Youth
Environment
Health
Look 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.
Reinsurance
Practicity
Healthy products
80
90
Elderly
Who are the 50plus ? (Psychographic Segmentations)
Leaders
11%
Enthusiastics
11%
Fearfuls
13%
Originals
14%
Actives
14%
Thinkers
11%
Rigorous
11%
Sociables
13%
Segmentation nestle
Segmentation nestel
What is competitions
doing ?
What are our competitors doing ?
Health
Coca Cola
Premuim Heart Wise
Danone
Actimec – Danacol
General Mills
Fiber One - Progresso
w
www
www
Nostalgia
Pepsi Co.
Pepsi Natural & Throwback
Format/ Packaging
General Mills
Wanchai Ferry
Retail
Univeler
One of the most advance
company on aging in food
industry
Visions for
Nestle 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'
Objective : keep Boomers' loyalty, maintain
Seniors' consumption by focusing on needs
Aging well – Well being
3 « ETAGES » (mettre en
forme)
- Functional
choresterol, 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
Convenience
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
decisions
Packaging, Communication
Sales points, Hotline, News
medias...
Distribution channels
Start dialogue about Seniors
with retailers.
Explore new distribution
channels
Retail Convenience delivery
Services
50plus with all generations
Environment
Packaging
Communication
« Waters for All
Local sources
Generations »
Enlarge the current
« family » representation with Sustainable development
Source protection
Seniors
Ressource protection
Age less communication
Focus on hydration for
aging well and well being
Focus on benefits for
functional waters
Water as a factor of successful aging
Aging 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
Services
Home delivery
More Global Informations on health
Retailing
Start dialogue about Seniors to retailers
Easy access to Nestle products
Unilever shows
retailers how to
follow the
money
“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.
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 age
Use prescriptors (doctors, gynecologists, hospitals, nutritionists, carekeepers...)
Publish reports and studies.
Establish « standards » of water consumption for Seniors
Be close to Seniors
Home delivery
Better packagings
Use carekeepers
Develop communication program with insurance & pension cies
Develop a Care and Benevolence image
Sales
Retails / Distributions
Start dialogue about Seniors to retailers. Help them to sell to Seniors
Explore new distribution channels
Retail 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
Partnership
Retired associations (Carp, AgeUK, Aarp...)
Services network. Ex. : Comfort Keepers (Sodexho-US), Una (France)...
Insurance & pension companies
Professional associations (lobbying)
Companies already on Seniors (Saga in UK, Docomo in Japan...)
Acquisitions
Study the acquisitions of water brands well positionned on 50plus market
50plus with all generations
Intergenerational communication
Enlarge the current
representation of
« family » (includes
Seniors in
communications)
Elderly
Waters for differente
generations should be
advertised with Ageless
Strategies
Baby boomers
Functional waters for
one generation may be
advertised on benefits
Generational communication
Products for the old age
could use a
« Senior communication
»
What does it mean for our differents brands ?
Pure life
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
Functional
Ageless communication &
functional benefits and
histories
Example : Hepar focused on
Magnesium
Contrex is a special case :
conquer young generations
and keep actual 50plus
customers
Local
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 Aging
Publish researches
Publish comprehensive studies for medias and
customers
Sponsor and organise conferences on Aging
Develop 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 moment
A 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)