As focused as marketers are these days on Gen Y's environmental commitment or Gen X's coupon savvy, Nielsen reports that CPG companies have major blind spots in the way they target Baby Boomers.
With a continued emphasis on either the 18-to-34 or the 18-to-49 demographic, CPG companies are increasingly losing connection with the 78 million Baby Boomers, Doug Anderson, SVP/research &
development for Nielsen, tells Marketing Daily. "There is practically no segment or category out there where Boomers aren't a significant audience, even across technology, including cell phones and
computers. They may not be the first ones in the door when a new product comes out, but it's close," he says. "They are purchasing at rates just as high as other segments, and because they are often
buying for their kids, many are double-dipping."
While Boomers spend some 38.5% of CPG dollars, Nielsen estimates that only 5% of advertising dollars are currently targeted towards adults 35-64
years old (a slice that includes the latter half of Generation X as well as Boomers).