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Baby boomer buying power: A force to reckon with


December 15, 2008
By Nielsen.com

Dec. 15, 2008 – Baby boomers are beginning to retire from the U.S. workforce, but according to Nielsen, their buying power remains strong. Households with baby boomer members — born between 1946 and 1964
– account for nearly $230 billion in sales of consumer packaged goods
(CPG) products and represent 55% of total CPG sales, a new study by Nielsen and Hallmark Channel reports.

Baby boomers are beginning to retire from the U.S. workforce, but
according to Nielsen, their buying power remains strong. Households
with baby boomer members — born between 1946 and 1964
– account for nearly $230 billion in sales of consumer packaged goods
(CPG) products and represent 55 per cent of total CPG sales, a new study by
Nielsen and Hallmark Channel reports.

The research, which examined the CPG spending power and brand loyalty
of baby boomer households, found that baby boomer households’ share of
sales is 5 points higher than their share of population, according to
Nielsen and Hallmark. 

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Nielsen and Hallmark also tracked baby boomer purchases of over
6,500 brands measured by Nielsen’s Homescan consumer panel that have
over 1 per cent US penetration.  Of these brands, Baby boomers account for over
50 per cent of sales for 72 per cent of those brands. 

The research for Nielsen and Hallmark’s joint study was conducted via the NielsenConnections Brand Target Audience products, which
combine Nielsen’s Homescan consumer panel with Nielsen’s national
television sample and its Nielsen Online Internet sample.


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