• Ad Age, Tuesday, May 29, 2007 10:30 AM

Unilever's researchers have discovered that while only 45% of households today are baby boomers, they account for 60% of spending on package-goods, due to their higher spending power. And statistically speaking, they will continue to buy most of the company's products for the next decade.

Unilever conducted its study as part of its research into trends affecting retailers that sell packaged-goods. Among concepts that may appeal to aging boomers are stores that incorporate aspects of community centers, perhaps even by scheduling events for older adults, according to Eileen Kozin, Unilever's director-consumer futures.

Even the most practical segment of boomers--the "Plain and Practicals," as Unilever dubs them--will gravitate more toward recreational shopping and be attracted to what Kozin calls the "Fun and Fair" retail concept.

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