Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market

Date: April 22, 2011
Pages: 174
Price:
US$ 3,850.00
Publisher: Packaged Facts
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: HB8E00E8A52EN
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Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market
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This Packaged Facts report focuses on the market potential of the 26 million “Healthy Consumers” who are 50 years old and over and who are pursuing a wellness regime that includes healthy eating and regular exercise. Anchored by boomers who firmly believe that getting older means getting better, Packaged Facts’ Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market offers marketers a look into the future of an America where 50+ consumers will generate an increasingly large share of consumer spending power.

With an aggregate household income of $1 trillion, Healthy 50+ Consumers are prime targets for marketers of a wide range of consumer goods and services. Compared to others in their age group, they have higher household incomes and are more confident about the economy as a whole as well as their own financial futures. Healthy 50+ Consumers shop more often, dine out more regularly and travel more frequently. Healthy 50+ Consumers represent a demanding but lucrative consumer segment. For example, they look for quality when they buy clothes and seek out natural and organic products in the aisles of supermarkets and on the shelves of drug stores.

The report begins with a chapter on trends affecting the 50+ health and wellness consumer market and opportunities generated by Healthy 50+ Consumers and a chapter assessing the size and growth of the Healthy 50+ Consumer market. A chapter detailing the core values of 50+ consumers who aspire to health and wellness is followed by an analysis of the fitness activities and healthy eating habits of Healthy 50+ Consumers and an overview of their health management practices. The report continues with a chapter analyzing the financial status and financial management practices of Healthy 50+ Consumers and a chapter exploring their shopping and buying habits. The report concludes with an in-depth review of the leisure and entertainment choices of Healthy 50+ Consumers.
CHAPTER 1 EXECUTIVE SUMMARY

Introduction
  Background
  Overview of the Report
Scope and Methodology
  Scope of Report
  Methodology
Trends and Opportunities
  Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old
  50+ Population Will Grow Much Faster than Under-50 Segment
  Spending by 50+ Consumers Outpaces Those under 50
  Healthy 50+ Consumers Have Even More to Spend
  Confidence High among Healthy 50+ Consumers
  Wealth and Wellness after 50 Go Hand in Hand
  Wellness after 50 Tied to Healthy Eating
  Healthy 50+ Consumers Key Segment for Travel Industry
Overview of the Market
  More than 25 Million 50+ Consumers Live in Wellness Zone
  Women in the Vanguard of March to Wellness
  Healthy 50+ Consumers Highly Diverse
  Marriage Brings Good Health to 50+ Consumers
  Full-time Professional Employment More Likely among Healthy Boomers
  Affluence More Common
  Number of Healthy 50+ Consumers Will Approach 29 Million in 2015
  Aggregate Household Income of Healthy 50+ Consumers Will Total $1.3 Trillion in 2015
Core Values
  Healthy 50+ Consumers Driven to Look Good
  Positive Self-Image Part of Wellness after 50
  Healthy 50+ Consumers Like to Go Down Less Traveled Roads
  Pursuit of Wellness Means Embracing Change
  Wellness after 50 Correlates with Strong Social Relationships
  Healthy 50+ Consumers Are Joiners
  Altruism and Philanthropy a Part of Healthy 50+ Consumer Lifestyle
  Wellness after 50 Tied to Interest in Arts and International Events
  Spirituality a Part of Wellness after 50
Keeping Fit
  Fitness Walking and Swimming Top List of Most Popular Sports Activities
  Active Lifestyle of Healthy 50+ Consumers Generates Purchases of Gym Clothes and Sporting Goods
  Wellness Concerns Have Greatest Impact on Food Choices of 50+ Consumers
  Wellness Focus Carries Over to Supermarket Aisles
  Wellness Concerns Lead to Willingness to Pay More for “Better-for-You” Food Products
  Healthy 50+ Consumers Proactive in Managing Nutrition
  Calories Count When Achieving Wellness after 50
  Healthy Eating a Top Priority
  Cooking Important to Healthy 50+ Consumers
Staying Healthy
  Healthy 50+ Consumers Aspire to Self-Sufficiency in Managing Their Health.. 11
  Healthy 50+ Consumers Stand Up to Their Doctors
  Wellness Program Includes Regular Check-ups
  Alternative Medicine Gets High Marks from Healthy Boomers
  Dental Hygiene a Priority
  Healthy Boomers Wary of Medications
  Brand-Name Drugs Get Attention
  Prescription Drugs Used Less Frequently
  Healthy 50+ Consumers Turn Less Often to Non-Prescription Remedies
  Vitamins Seen as Key Element in Wellness after 50
  Few Differences Seen in Types of Vitamins Used
  Store Brand Vitamins Less Popular
Managing Personal Finances
  Financial Optimism in Sync with Wellness after 50
  Healthy 50+ Consumers Happy with Their Financial Lot in Life
  Healthy 50+ Consumers More Confident about Managing Money
  Money Part of Positive Self-Image
  Financial Self-Sufficiency Hallmark of Wellness after 50
  Wellness Concerns May Trump Need for Financial Security
  Wellness and Wealth Go Hand in Hand
  Healthy 50+ Consumers More Interested in Financial Services
  Online Stock Trading More Common
Overview of Consumer Behavior
  Healthy 50+ Consumers Like Sales and Bargains
  Ads Have Less Impact on Consumer Decisions
  Quality Important
  Home Is Important to Healthy 50+ Consumers
  Healthy 50+ Consumers Are Green Consumers
  Gardening Appeals
  Healthy 50+ Consumers Shop More Often
  Wellness after 50 Means Keeping Up with Fashion
  Healthy 50+ Consumers Enjoy Buying Clothes
  Quest for Wellness after 50 Includes Preference for Natural and Organic Health and Beauty Aids
Leisure and Entertainment
  Wellness after 50 Leads to Going Out More Often
  Healthy 50+ Consumers Read and Buy More Books
  Magazines and Newspapers Retain Importance
  Healthy 65+ Consumers More Open to Technology and Computers
  Healthy 50+ Consumers Frequent Users of Internet
  TV Has Lower Priority among Wellness-after-50 Consumers
  Foreign Travel Entices Healthy 50+ Consumers
  Cruise Ship Vacations Popular with Healthy 65+ Travelers
  U.S. Destinations Also Attract Healthy 65+ Travelers
  Healthy 65+ Consumers Major Segment for Car Rental Firms

CHAPTER 2 TRENDS AND OPPORTUNITIES

Strategic Trends
  Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old
  Table 2-1: Percent Agreeing “60 Is the New 50 and 70 Is the New 60” by Age Group and Concern with Wellness
  50+ Population Will Grow Much Faster than Under-50 Segment
  Table 2-2: Projected Population Growth in Population by Age Group, 2010-2015
  Figure 2-1: Population Growth Trends 2010-2045, 65- to 75-Year-Old vs. 75+ Age Groups
  Spending by 50+ Consumers Grows Faster than Expenditures of Those under 50
  Table 2-3: Aggregate Consumer Spending by Age Group of Head of Consumer Unit, 2009 vs. 2000
  Total Consumer Spending Power Gravitates to 50+ Consumers
  Figure 2-2: Aggregate Consumer Spending by Over-50 and Under-50 Consumer Units, 2000 vs. 2009
Marketing Trends
  General Mills Hopes to Attract Boomers with Healthier Food Products
  Food Marketers Work to Include Medicinal Benefits in Boomers’ Diets
  Beverage Marketers Follow Suit
  Public Broadcasting Initiative for Boomers Includes Focus on Health and Wellness
Market Opportunities
  Healthy 50+ Consumers Have Even More to Spend than Others Their Age
  Figure 2-3: Percent with Household Income of $100,000 or More, Healthy vs. Other 50+ Consumers by Age Group
  Confidence High among Healthy 50+ Consumers
  Table 2-4: Anxious vs. Confident Consumers, Healthy vs. Other 50+ Consumers by Age Group
  Wealth and Wellness after 50 Go Hand in Hand
  Table 2-5: Healthy 50+ Consumer Market Opportunity Profile: Personal
  Finance
  Wellness after 50 Tied to Healthy Eating
  Table 2-6: Healthy 50+ Consumer Market Opportunity Profile: Food
  Wellness after 50 Generates Growing Opportunities for Fitness Industry
  Table 2-7: Healthy 50+ Consumer Market Opportunity Profile: Fitness
  Table 2-8: Healthy 50+ Consumer Market Opportunity Profile: Use of Vitamins and Supplements
  Healthy 50+ Consumers Key Segment for Travel Industry
  Table 2-9: Healthy 50+ Consumer Market Opportunity Profile: Travel
  Entertainment Habits Generate Possibilities
  Table 2-10: Healthy 50+ Consumer Market Opportunity Profile: Leisure and Entertainment
  Home and Lifestyle Publications Attract Healthy 50+ Consumers
  Table 2-11: Healthy 50+ Consumer Market Opportunity Profile: Home
  Healthy 50+ Consumers Create Opportunities for Apparel Retailers
  Table 2-12: Healthy 50+ Consumer Market Opportunity Profile: Apparel

CHAPTER 3 OVERVIEW OF THE MARKET

Demographic Profile
  More than 25 Million 50+ Consumers Live in Wellness Zone
  Table 3-1: Number of Healthy 50+ Consumers by Age Group
  Women in the Vanguard of March to Wellness
  Table 3-2: Healthy vs. Other 50+ Consumers by Age Group and Gender
  Figure 3-1: Percent Agreeing “I Consciously Pursue Wellness Goals” by Gender
  Healthy 50+ Consumers Highly Diverse
  Table 3-3: Race and Hispanic Origin, Healthy vs. Other 50+ Consumers by Age Group
  Table 3-4: Place of Residence, Healthy vs. Other 50+ Consumers by Age Group
  Marriage Brings Good Health to 50+ Consumers
  Table 3-5: Marital Status, Healthy vs. Other 50+ Consumers by Age Group
  Table 3-6: Household Structure, Healthy vs. Other 50+ Consumers by Age Group
Economic Profile
  Healthy 50+ Consumers More Educated
  Table 3-7: Educational Attainment, Healthy vs. Other 50+ Consumers by Age Group
  Full-time Professional Employment More Likely among Healthy Boomers
  Table 3-8: Employment Patterns, Healthy vs. Other 50+ Consumers by Age Group
  Table 3-9: Occupational Patterns, Healthy vs. Other 50+ Consumers by Age Group
  Affluence More Common
  Table 3-10: Household Income, Healthy vs. Other 50+ Consumers by Age Group
  Homeownership More Common
  Figure 3-2: Percent Owning Homes, Healthy vs. Other 50+ Consumers by Age Group
Market Size and Growth
  Number of Healthy 50+ Consumers Will Approach 29 Million in 2015
  Table 3-11: Projected Growth in Number of Healthy 50+ Consumers, 2010-2015
  Household Income of 50+ Consumers Totals $1 Trillion
  Table 3-12: Aggregate Household Income, Healthy 50+ Consumers
  Table 3-13: Aggregate Household Income, Other 50+ Consumers
  Figure 3-3: Aggregate Household Income, Healthy vs. Other 50+ Consumers
  Aggregate Household Income of Healthy 50+ Consumers Will Total
  $1.3 Trillion in 2015
  Table 3-14: Projected Growth in Aggregate Household Income of Healthy
  50+ Consumers, 2010-2015

CHAPTER 4 CORE VALUES

Self-Image
  Healthy 50+ Consumers Driven to Look Good
  Table 4-1: Importance of Looking Good, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Have Positive Self-Image
  Table 4-2: Self-Concepts, Healthy vs. Other 50+ Consumers
  Healthy 50+ Consumers Like to Go Down Less Traveled Roads
  Table 4-3: Attitudes toward Convention and Conformity, Healthy vs. Other 50+ Consumers by Age Group
  Pursuit of Wellness Means Embracing Change
  Figure 4-1: Percent Agreeing “Changes in Attitude, Outlook and Mental Health Are Central to My Wellness Goals
  Figure 4-2: Percent Agreeing “My Wellness Goals and Behaviors Make my Lifestyle Significantly Different than It Was Ten Years Ago”
  Wellness after 50 Correlates with Strong Social Relationships
  Table 4-4: Social Interaction, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Are Joiners
  Figure 4-3: Percent with Any Membership, Healthy vs. Other 50+ Consumers by Age Group
  Table 4-5: Type of Memberships, Healthy vs. Other 50+ Consumers
  Social and Political Values
  Altruism and Philanthropy a Part of Healthy 50+ Consumer Lifestyle
  Table 4-6: Degree of Altruism, Healthy vs. Other 50+ Consumers by Age Group
  Table 4-7: Charitable Contributions in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Wellness after 50 Tied to Interest in Arts and International Events
  Table 4-8: Cosmopolitan Attitudes, Healthy vs. Other 50+ Consumers by Age Group
  Figure 4-4: Percent Visiting Museums in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Spirituality a Part of Wellness after 50
  Table 4-9: Religion and Spirituality, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Somewhat More Conservative Politically
  Table 4-10: Political Affiliation, Healthy vs. Other 50+ Consumers
  Table 4-11: Political Attitudes, Healthy vs. Other 50+ Consumers by Age Group

CHAPTER 5 KEEPING FIT

Sports and Fitness Activities
  Fitness Activity Key to Wellness
  Figure 5-1: Percent Exercising Regularly in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Table 5-1: Participation in Physical Fitness Programs, Healthy vs. Other 50+ Consumers by Age Group
  Fitness Walking and Swimming Top List of Most Popular Sports Activities
  Table 5-2: Sports Played In Last 12 Months by 50+ Men, Healthy vs. Other
  Table 5-3: Sports Played In Last 12 Months by 50+ Women, Healthy vs. Other
  Active Lifestyle of Healthy 50+ Consumers Generates Purchases of Gym Clothes and Sporting Goods
  Table 5-4: Purchase of Gym and Jogging Clothes and Swimsuits in Last 12 Months by 50+ Men and Women, Healthy vs. Other
  Figure 5-2: Percent Buying Sneakers or Athletic Shoes in Past 12 Months, Healthy vs. Other 50+ Consumers by Age Group
Healthy Eating
  Wellness Concerns Have Greatest Impact on Food Choices of 50+ Consumers
  Figure 5-3: Percent Agreeing “Foods I Eat Are Determined in Part by Specific Wellness Goals and Concerns”
  Wellness Focus Carries Over to Supermarket Aisles
  Figure 5-4: Percent Agreeing “The Groceries I Buy Are Determined in Part by Specific Wellness Goals and Concerns”
  Wellness Concerns Lead to Willingness to Pay More for “Better-for-You” Food Products
  Figure 5-5: Percent Agreeing “I Am Willing to Pay More for 'Better-for-You' Grocery Products""""
  Healthy 50+ Consumers Proactive in Managing Nutrition
  Figure 5-6: Percent Actively Seeking Information about Nutrition and Diet
  Calories Count When Achieving Wellness after 50
  Table 5-5: Counting Calories, Healthy vs. Other 50+ Consumers by Age Group
  Healthy Eating a Top Priority
  Table 5-6: Healthy Eating, Healthy vs. Other 50+ Consumers by Age Group .82
  Cooking Important to Healthy 50+ Consumers
  Table 5-7: Attitudes toward Cooking, Healthy vs. Other 50+ Consumers by Age Group
  Figure 5-7: Percent Engaging in Cooking for Fun as a Leisure Activity, Healthy vs. Other 50+ Consumers by Age Group
  Frozen Dinners Less Popular
  Table 5-8: Eating Prepared Foods, Healthy vs. Other 50+ Consumers by Age Group
  Fast Food less Likely to Capture Interest of Healthy 50+ Consumers
  Table 5-9: Use of Fast Food and Family Restaurants, Healthy vs. Other 50+ Consumers by Age Group
  New Foods Pique Interest of Healthy 50+ Consumers
  Table 5-10: Trying Out New Foods, Healthy vs. Other 50+ Consumers by Age Group
  Regular Cola less Popular
  Table 5-11: Percent Drinking Selected Beverages, Healthy vs. Other 50+ Consumers by Age Group
  Nutritional Snacks Favored
  Figure 5-8: Percent Eating Nutritional Snacks, Healthy vs. Other 50+ Consumers
  Table 5-12: Type of Nutritional Snacks Eaten, Healthy vs. Other 50+ Consumers by Age Group

CHAPTER 6 STAYING HEALTHY

Overview
  Personal Health Worth a Lot to Healthy 50+ Consumers
  Figure 6-1: Percent Willing to Pay Anything When It Concerns Their Health, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Aspire to Self-Sufficiency in Managing Their Health..91
  Table 6-1: Using Information on Health, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Look Far Afield for Healthcare Information
  Figure 6-2: Percent Obtaining Counsel on Health Issues from Their Friends,
  Healthy vs. Other 50+ Consumers by Age Group
  Table 6-2: Sources of Health Information, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Stand Up to Their Doctors
  Table 6-3: Trust in Physicians, Healthy vs. Other 50+ Consumers by Age Group
  Wellness Program Includes Regular Check-ups
  Figure 6-3: Percent Having Regular Medical Check-ups, Healthy vs. Other 50+ Consumers by Age Group
  Figure 6-4: Percent Not Seeing Doctors or Nurses Unless They Are Very Ill, Healthy vs. Other 50+ Consumers by Age Group
  Visits to Specialists less Frequent
  Table 6-4: Physicians Visited in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Alternative Medicine Gets High Marks from Healthy Boomers
  Figure 6-5: Percent Preferring Alternative Medicine to Standard Medical Practice, Healthy vs. Other 50+ Consumers by Age Group
  Figure 6-6: Percent Trusting Homeopathic Medicine, Healthy vs. Other 50+ Consumers by Age Group
  Dental Hygiene a Priority
  Figure 6-7: Percent Concerned about Teeth and Gums, Healthy vs. Other 50+ Consumers by Age Group
  Figure 6-8: Percent Visiting a Dentist in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Table 6-5: Use of Dental Floss by 50+ Men and Women, Healthy vs. Other
  Smokers Scarce among Healthy 50+ Consumers
  Figure 6-9: Percent Smoking Cigarettes, Healthy vs. Other 50+ Consumers by Age Group
  Profile of Healthy 50+ Consumers Includes Low Incidence of Ailments
  Table 6-6: Ailments in Last 12 Months, Healthy vs. Other 50+ Consumers
Using Medications and Vitamins
  Healthy Boomers Wary of Medications
  Table 6-7: Taking Medications, Healthy vs. Other 50+ Consumers by Age Group
  Table 6-8: Reading the Fine Print, Healthy vs. Other 50+ Consumers by Age Group
  Figure 6-10: Percent Agreeing Prescription Medications Are More Effective than OTC Remedies, Healthy vs. Other 50+ Consumers by Age Group
  Brand-Name Drugs Get Attention
  Table 6-9: Attitudes toward Brand-Name Drugs, Healthy vs. Other 50+ Consumers by Age Group
  Prescription Drugs Used Less Frequently
  Figure 6-11: Percent Taking Prescription Drugs in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Table 6-10: Use of Prescription Drugs in Last 12 Months, Healthy vs. Other 50+ Consumers
  Healthy 50+ Consumers Turn Less Often to Non-Prescription Remedies
  Table 6-11: Use of Non-Prescription Remedies, Healthy vs. Other 50+ Consumers
  Vitamins Seen as Key Element in Wellness after 50
  Table 6-12: Attitudes toward Vitamins, Healthy vs. Other 50+ Consumers by Age Group
  Figure 6-12: Percent Using Vitamins, Healthy vs. Other 50+ Consumers by Age Group
  Few Differences Seen in Types of Vitamins Used
  Table 6-13: Types of Vitamins Used by Healthy and Other 50+ Consumers.109
  Table 6-14: Number of Times Vitamins and Minerals Used in Last 30 Days by Healthy and Other 50+ Consumers
  Store Brand Vitamins Less Popular
  Table 6-15: Store Brand vs. Other Brand Vitamins, Healthy vs. Other 50+ Consumers
  Table 6-16: Store Brand vs. Other Brand Vitamins, Healthy vs. Other 50+
  Consumers
  Contact Lenses More Common
  Table 6-17: Use of Prescription Eyeglasses and Contact Lenses, Healthy vs. Other 50+ Consumers by Age Group

CHAPTER 7 MANAGING PERSONAL FINANCES

Attitudes toward Money
  Financial Optimism in Sync with Wellness after 50
  Table 7-1: Personal Financial Situation, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Feel Financially Secure
  Figure 7-1: Percent Feeling Financially Secure, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Happy with Their Financial Lot in Life
  Figure 7-2: Happy with Their Standard of Living, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers More Confident about Managing Money
  Table 7-2: Views of Financial Management Skills, Healthy vs. Other 50+ Consumers by Age Group
  Money Part of Positive Self-Image
  Table 7-3: Financial Success and Self-Image, Healthy vs. Other 50+ Consumers by Age Group
  Financial Self-Sufficiency Hallmark of Wellness after 50
  Figure 7-3: Percent Agreeing Financial Security for Retirement Is Individual’s Responsibility, Healthy vs. Other 50+ Consumers by Age Group
  Wellness Concerns May Trump Need for Financial Security
  Table 7-4: Percent Agreeing “Physical Wellness Is Less of a Concern than Financial Security” by Age Group and Concern with Wellness
Financial Status
  Wellness and Wealth Go Hand in Hand
  Table 7-5: Bank Accounts Currently Have, Healthy vs. Other 50+ Consumers by Age Group
  Figure 7-4: Percent Owning Any Investments, Healthy vs. Other 50+ Consumers by Age Group
  Figure 7-5: Percent Owning Securities Worth $100,000 or More, Healthy vs. Other 50+ Consumers by Age Group
  American Express Cards More Popular
  Table 7-6: Use of Credit Cards, Healthy vs. Other 50+ Consumers by Age Group
  High-Value Life Insurance Policies More Common
  Figure 7-6: Percent with Life Insurance Policy Worth $200,000 or More, Healthy vs. Other 50+ Consumers by Age Group
  More Healthy 50+ Consumers Have Homeowners Insurance
  Figure 7-7: Percent with Homeowners Insurance, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers More Interested in Financial Services
  Table 7-7: Attitudes toward Financial Services, Healthy vs. Other 50+ Consumers by Age Group
  Online Stock Trading More Common
  Figure 7-8: Percent Going Online in Last Seven Days to Obtain Financial
  Information or Trade Stocks, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Turn to Professionals for Tax Preparation
  Figure 7-9: Percent Who Prefer Professionals to Prepare Taxes, Healthy vs. Other 50+ Consumers by Age Group

CHAPTER 8 OVERVIEW OF CONSUMER BEHAVIOR

Key Consumer Attitudes
  Healthy 50+ Consumers Like Sales and Bargains
  Table 8-1: Attitudes toward Sales and Prices, Healthy vs. Other 50+ Consumers by Age Group
  Brand Names Important
  Table 8-2: Brand Awareness, Healthy vs. Other 50+ Consumers by Age Group
  Advertising less Effective with 50+ Wellness Consumer Segment
  Table 8-3: Attitudes toward Advertising, Healthy vs. Other 50+ Consumers by Age Group
  TV Ads Bother Healthy 65+ Consumers More
  Table 8-4: Attitudes toward Television Advertising, Healthy vs. Other 50+ Consumers by Age Group
  Ads Have Less Impact on Consumer Decisions
  Table 8-5: Impact of Advertising on Purchasing Decisions, Healthy vs. Other 50+ Consumers by Age Group
  Quality Important
  Table 8-6: Attitudes toward Quality, Healthy vs. Other 50+ Consumers by Age Group
  Home Is Important to Healthy 50+ Consumers
  Table 8-7: Attitudes toward the Home, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Are Green Consumers
  Table 8-8: Attitudes toward Going Green, Healthy vs. Other 50+ Consumers by Age Group
  Gardening Appeals
  Figure 8-1: Percent Gardening in Last 12 Months, Healthy vs. Other 50+
  Consumers by Age Group
Shopping Behavior
  Healthy 50+ Boomers Enjoy Shopping
  Table 8-9: Attitudes toward Shopping, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Shop More Often
  Table 8-10: Shopping Profile, Healthy vs. Other 50+ Consumers by Age Group
  Impulse Shopping More Rare
  Figure 8-2: Percent Who Often Buy on the Spur of the Moment, Healthy vs. Other 50+ Consumers by Age Group
  Specialty Stores Favored
  Table 8-11: Shopping at Specialty Stores, Healthy vs. Other 50+ Consumers by Age Group
  Shopping Habits of Healthy 50+ Consumers Only Slightly More Affected by Internet
  Table 8-12: Impact of the Internet on Consumer Behavior, Healthy vs. Other 50+ Consumers by Age Group
  Figure 8-3: Percent Placing Internet Order in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
Fashion and Personal Care
  Wellness after 50 Means Keeping Up with Fashion
  Table 8-13: Attitudes toward Fashion, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Enjoy Buying Clothes
  Table 8-14: Attitudes toward Shopping for Clothes, Healthy vs. Other 50+ Consumers by Age Group
  Clothing Purchases Analyzed
  Table 8-15: Clothing Items and Accessories Bought in Last 12 Months by 50+ Men, Healthy vs. Other
  Table 8-16: Clothing Items and Accessories Bought in Last 12 Months by 50+ Women, Healthy vs. Other
  Quest for Wellness after 50 Includes Preference for Natural and Organic Health and Beauty Aids
  Figure 8-4: Percent Looking for Organic/Natural Products When Shopping for Health and Beauty Aids
  Use of Personal-Care Products Profiled
  Table 8-17: Use of Personal-Care Products by 50+ Men, Healthy vs. Other
  Table 8-18: Use of Personal-Care Products by 50+ Women, Healthy vs. Other

CHAPTER 9 LEISURE AND ENTERTAINMENT

Going Out
  Wellness after 50 Means Going Out to Live Entertainment Events
  Table 9-1: Attendance at Live Entertainment Events in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Go Out to the Movies More Often
  Table 9-2: Movie Attendance, Healthy vs. Other 50+ Consumers by Age Group
  Dining Out More Popular
  Figure 9-1: Percent Dining Out (Not Fast Food) in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
Reading
  Healthy 50+ Consumers Read and Buy More Books
  Figure 9-2: Percent Reading Books in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Table 9-3: Purchase of Books (Not E-Books) in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Magazines and Newspapers Retain Importance
  Table 9-4: Attitudes toward Magazines and Newspapers, Healthy vs. Other 50+ Consumers by Age Group
  Internet Has Relatively Greater Impact on Hard-Copy Reading Habits of Healthy 65+ Segment
  Table 9-5: Impact of the Internet on Traditional Media Usage, Healthy vs. Other 50+ Consumers by Age Group
  Few Differences in Magazine Choices
  Table 9-6: Most Popular Magazines Read by 50+ Men, Healthy vs. Other
  Table 9-7: Most Popular Magazines Read by 50+ Women, Healthy vs. Other
Going Online
  Healthy 65+ Consumers More Open to Technology and Computers
  Table 9-8: Attitudes toward Technology, Healthy vs. Other 50+ Consumers by Age Group
  Figure 9-3: Percent with Computer in Household, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Frequent Users of Internet
  Figure 9-4: Percent Going Online at Home 20 Times or More in Last 7 Days (Not Including E-Mail), Healthy vs. Other 50+ Consumers by Age Group
  Table 9-9: Online Activities in Last Seven Days, Healthy vs. Other 50+ Consumers
  Table 9-10: Websites Visited in Last Seven Days, Healthy vs. Other 50+ Consumers
Home Electronics and Home Entertainment
  Few Differences in Ownership of Home Electronics
  Table 9-11: Ownership of Home Electronics, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 50+ Consumers Interested in Cellphones for Data as well as Voice .162
  Table 9-12: Ownership of Cell Phones, Healthy vs. Other 50+ Consumers ..162
  Table 9-13: Attitudes toward Cell Phones, Healthy vs. Other 50+ Consumers by Age Group
  Music Important Leisure Activity
  Figure 9-5: Percent Listening to Music in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  TV Has Lower Priority among Wellness-after-50 Consumers
  Table 9-14: Access to Cable Television, Healthy vs. Other 50+ Consumers by Age Group
  Table 9-15: Attitudes toward Television, Healthy vs. Other 50+ Consumers by Age Group
  Table 9-16: Ownership of Television Sets, Healthy vs. Other 50+ Consumers by Age Group
  TV Viewing Choices Similar
  Table 9-17: Most Popular Cable Television Channels Viewed by 50+ Men, Healthy vs. Other
  Table 9-18: Most Popular Cable Television Channels Viewed by 50+ Women, Healthy vs. Other
Travel
  Healthy 50+ Consumers In Search of New Vacation Experiences
  Figure 9-6: Percent Saying They Vacation Somewhere Different Every Time, Healthy vs. Other 50+ Consumers by Age Group
  Foreign Travel Entices Healthy 50+ Consumers
  Table 9-19: Attitudes toward Foreign Travel, Healthy vs. Other 50+ Consumers by Age Group
  Table 9-20: Foreign Travel in Last Three Years, Healthy vs. Other 50+ Consumers by Age Group
  Cruise Ship Vacations Attract Healthy 65+ Travelers
  Table 9-21: Cruise Ship Vacations, Healthy vs. Other 50+ Consumers by Age Group
  U.S. Destinations Also Attract Healthy 65+ Travelers
  Table 9-22: Domestic Travel in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
  Healthy 65+ Consumers Major Segment for Car Rental Firms
  Figure 9-7: Percent Renting Vehicle for Business or Personal Use, Healthy vs. Other 50+ Consumers by Age Group
APPENDIX
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Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market
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