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Case Study: The Baby Boomer

Decent Essays
Location
Natural cheese should be placed in the deli section of the grocery store. Millennials have positive opinions of the deli section and associate it with health, fun, and easy to navigate. Additionally, placing natural cheese the in the dairy section is a positive experience for women as they associate it with being high quality, authentic, and unique (mintel).
Method
To market to this audience, one should focus on mobile marketing. 85% of millennials in the U.S. own smartphones (http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html) and by creating pages on social media platforms one can target this audience with deals, events, and information. This will also allow one
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They have seen everything from the development of computers and cell phones to a vast array of food trends.
Baby boomers make up 26% of the U.S. population and hold a purchasing power of $2.1 trillion, according to Gordon Food Service. The most purchased segment of food by this segment is cheese, followed by ice cream and frozen deserts, according to Specialty Food Magazine. Additionally, baby boomers are the key buyer of cheese and cheese alternatives. Baby boomer purchasing drives include: the desire to try new things, eat more natural and healthy ingredients, and looking for new experiences. Baby boomers are willing to try new foods because they enjoy new food experiences (Specialty Food Magazine).
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They have two children who are grown and together they enjoy visiting their children, traveling, staying active, and being apart of their country club. Brenda is also active on Facebook. Brenda does the grocery shopping at a locally owned grocery store and makes purchasing decisions based upon locality, flavor, authenticity, and quality. She is willing to pay more for local food.
Conclusion
The natural cheese market has much to offer and is keeping up with the recent food trends of natural, organic, and healthy, all which help increase their sales and brand awareness. These two specific markets will allow for the greatest area of growth and show promising markets for the future. Consumers are looking for products that meet their particular lifestyle traits such as organic, natural, gluten-free, affordable or convenient, but the number one south-after attribute that cannot be forgotten is great
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