Growing Trends for a Growing Audience: Varsity Releases 2011 Mature Market Consumer Goods & Services Trends Report

HARRISBURG, Pa., June 15, 2011 /PRNewswire/ -- Varsity www.varsitybranding.com, the nation's leading marketing communications agency dedicated to winning the mature market, has released its first annual study of the top consumer goods and services trends affecting this audience and the companies that market to them.

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"The 2011 Mature Market Consumer Goods & Services Trends Report" focuses on how mature consumers (ages 55 and above) are making purchasing decisions based on personal preferences, physical and logistical convenience and health-related concerns, and why marketers need to be more aware of this rapidly growing demographic.

The report is based on trend spotting, quantitative and qualitative research, including focus groups, surveys, analyses, and contributions from industry leaders in the food and beverage, commercial foodservice, healthcare, technology and retail industries.

Among the trends uncovered by Varsity:

• "SMALLER CAN SOMETIMES BE BETTER" – Smaller retail footprints are becoming more popular, providing a more personal shopping experience – without all the walking.

• "HAVE MY CAKE. AND EAT IT, TOO!" – Mature consumers recognize the physiological differences they are experiencing. However, they're not willing to give up the foods and flavors they love.

• "VEGGIES TAKE CENTER PLATE" – As the "meat and potatoes" generation and other mature consumers age, they find their palates seeking new, more interesting flavors along with the need to eat healthier.

• "SHIFT FROM INDIFFERENCE TO FRIENDLINESS" – If current companies fail to focus on senior-friendly access to packaging, consumer products and personal technology, new players will step in to fill the void.

• "THE MATURE SNACK ATTACK" – Today's mature consumers recognize the health implications and are taking control with manageable, snack-sized portions.

"A recent study conducted by Google/Nielsen showed that eight out of ten Boomers believed the marketing messages they were exposed to in traditional and online media were intended for a much younger audience," said John Bassounas, director of client services for Varsity. "Combined with seniors, this demographic is the fastest-growing and wealthiest, with more than $2 trillion in annual spending power. An audience posting these kinds of statistics obviously deserves a dialogue tailored to them, and the trends we've uncovered are a reflection of some of the issues that will affect their buying decisions in the years to come."

Based in Harrisburg, PA, Varsity provides marketing services for clients in the retirement living, consumer goods and services, technology and healthcare practice areas. The agency's client roster includes Sodexo Senior Living, American Standard Brands, Delta Health Technologies, and a number of continuing care retirement communities. The agency has also conducted extensive mature market research in the areas of home care, aging in place, death care, commercial foodservice and wellness.

Members of the Varsity team are available to provide in-depth presentations of the trend report, either via webinar or in person. To schedule a presentation or for additional information, contact Matt Bekelja at 717-525-4401 or [email protected].

About Varsity

Varsity is the nation's leading full-service marketing communications agency focused on winning the mature market. We connect the mature market with brands through one of four main categories: retirement living, consumer packaged goods, technology and healthcare. Research drives our work and our team of passionate strategists in the disciplines of creative, public relations, interactive and media. For more information, visit www.varsitybranding.com.

SOURCE Varsity

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