Baby Boomer Segmentation:

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Gas Price Hikes continued from page 34 Chart 2: Dollar stores decline, Club & Supercenters increase % household shopper penetration Warehouse 50 50 52 2001 2005 mid-2006 Supercenters* 51 5861 Dollar Drug Mass Merch Grocery Source: ACNielsen Homescan & Spectra *Includes Kmart, Target & Wal-Mart Supercenters 59 67 65 86 83 83 95 87 85 100 99 99 Value pricing assumes even more importance in this volatile climate, and promotions touting at-home family fun nights, home-cooked family meals and at-home entertaining concepts accelerate to the front of the strategy options. Changing habits Consumers also cited other budget-stretching adjustments to their shopping and purchasing patterns. Among them are patronizing supercenters to buy in bulk at lower unit prices, clipping coupons to capture available savings, and switching to less expensive grocery brands. Premium and mid-grade gas patrons downgraded to regular. Warehouse club stores and Internet shopping options both benefited from the desire to keep the lid on the gas tank and spending. Homefront, workfront A Florida State University professor explored different aspects of the fallout from gas prices, discovering that 44% of the 300 employed consumers surveyed worried about making ends meet; 41% were paying off debt more slowly and 25% had gone without basic necessities like food and heat to conserve funds. When queried about how changes in their financial picture affected their job, results were alarming. Respondents cited negative outcomes across the board, related to more stress at home. They were less enthusiastic about work and their employer, less agreeable and helpful to others, less productive, more sensitive to daily irritants at work and more depressed overall. Penetrating insights Dollar stores, once on a seemingly unstoppable expansion trajectory, actually experienced a two percent decline in household penetration, the sole exception among the “value” channels to lose ground. In a surprising turn of events, this represents the first decline in dollar store shopper penetration since we first began tracking the channel. ■ See chart 2. This is surprising on the one hand, because gas price increases that affect those on fixed incomes and with modest means (the prototypical dollar store shoppers), might be expected to drive more consumers toward dollar outlets. It is less surprising in the context of trip consolidation, where shoppers try to meet all their needs in the fewest trips possible. The limited food and beverage assortment and lack of fresh foods at most dollar stores may be the force behind the decline. 36 Fall/Winter 2006
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Page 1 and 2: CONSUMER Insights today for tomorro
Page 3 and 4: 4 On the Cover: Baby Boomer Segment
Page 5 and 6: 1. Consumer Profiling—accurately
Page 8 and 9: Simply put, there is no shared cult
Page 10 and 11: Chart 4: Segmenting Baby Boomer hou
Page 12 and 13: Chart 5: New family configurations
Page 14: Global Household Product Sales: Inn
Page 17 and 18: Stepping Outside Your Own Borders?
Page 19 and 20: garbage bag sales (40%), almost env
Page 21 and 22: Identify and Target High Opportunit
Page 24 and 25: Equally different All teens are not
Page 26 and 27: Aligning the cross hairs For market
Page 28 and 29: While we can only speculate about w
Page 30: Employee Empowerment: The Key to Ca
Page 33 and 34: The Answer for Busy Professionals S
Page 35 and 36: Open your window to collaborative b
Page 40 and 41: Concurrently, the competing warehou
Page 42: Chart 5: Rising gas prices will imp
Page 46 and 47: the potential demand. The result is
Page 48 and 49: 3. Store Attributes. These may rang
Page 50 and 51: Cracking the C.O.D.E. A Case Study
Page 52: Trendwatch Walk-In Retail Clinics:
Page 55 and 56: Track the New Health & Wellness Tre

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