NMI: Your Source for Healthy Aging Consumer Data

Natural Marketing Institute (NMI), the international strategic consulting and market research firm, has been studying the Health Aging/Baby Boomer consumer segment since 2005 and now has seven years of trended data. NMI's studies are conducted via online research methodology, balanced to U.S. Census data across key demographics and statistically significant at the 95% confidence level to +/- 1.8%.

Boomers are defined as being born between 1946 and 1964. Due to their sheer size, they not only have the capacity to redefine aging, they are redefining aging. The whole emergence of the concept of anti-aging has been propelled by this generation of 78 million strong. Providing them with the tools to keep every aspect of their life healthy as they head towards retirement is the challenge for all industries catering to this influential generation.

NMI's Healthy Aging/Boomer Database generates unique insight into this generation to reveal new opportunities. Some key findings include:

• Boomers are not a homogenous group --- segmentation highlights targeted opportunities
• Top key healthy aging drivers relate to finances --- to live on, for retirement, for healthcare expenses
• Boomers are information seekers and prefer to find out about products/ services via self-discovery, including word-of-mouth
• Boomers show higher concern than younger generations surrounding political and world issues
• Boomers want to remain relevant and therefore defy "getting old"
• Top drivers of a healthy lifestyle are centered around weight loss, disease prevention and appearance
• Boomers are optimistic and feel their financial situation will get better in the future, and healthcare advances will extend their life and prevent disease, which may lead to their live now, pay later attitude
• Boomers show strong brand loyalty to products and services they use
• About a third are early adopters, indicating they are the first to try new products and services
• They are highly involved in self-care and often search for self care methods to prolong their health and vitality
• They prefer advertisements which capture the flavor of their generation and understand their uniqueness
• A large majority prefer to purchase from socially and environmentally responsible companies
• They prefer to find out about products on their own compared to traditional advertising – highlighting the importance of viral marketing

For more information, contact Nancy White at 215.513.7300, ext. 225 ( This e-mail address is being protected from spambots. You need JavaScript enabled to view it. ).

About NMI
NMI is an international strategic consulting, market research and business development company specializing in the health, wellness and sustainability marketplace. Our dynamic capabilities focus on the well being of people and products and the environmentally and socially responsible sustainability of the planet.