Unilever Shows Retailers How to Follow the Money
07 Mai 2007 - 1:00PM
Business Wire
Unilever U.S., one of the world�s largest consumer products
companies, announced today the findings of its proprietary Trip
Management Study at the Food Marketing Institute�s (FMI) annual
conference. Unlike other Boomer studies, this report, entitled
Boomer Shoppers Today and Tomorrow: Following the Money, reveals
how this demographic � whose disposable income is pegged at about
$2 trillion a year � not only shops today, but more importantly,
reveals what kind of shopping experiences they are likely to seek
ten years from now. �The time is long overdue to rethink Baby
Boomers. This pivotal generation is anything but homogenous,�
stated Kevin Havelock, President, Unilever U.S. �With their focus
on health and well-being, they want to continue maintaining the
vitality they now enjoy. As Boomers age, retailers who�ll know how
to help them stay vibrant and connected to what they care for most
in life will be the winners.� Using Unilever�s Trip Management
tools combined with a proprietary Nielsen data overlay, the report
outlines how Baby Boomers (born between 1946 and 1964) take 58
percent of all consumer packaged goods (CPG) shopping trips and
spend 60 percent of all CPG shopping dollars in the U.S. The report
is also the first to examine multiple aspects of Boomer behavior,
including trip frequency and spend, channels they prefer, their
most common needs and how they define value for the money in the
stores they shop. To date, this is the third of a series of Trip
Management Studies issued by Unilever U.S. (�Winning the Hispanic
Shopping Trip� and �Trip Management: The Next Big Thing�). The
shopping paradigm for one of the largest and influential segments
of the U. S. population is clearly shifting, according to one of
the lead co-investigators. �This group of shoppers is transforming
the retail landscape,� states co-lead investigator, Eileen Kozin,
Director, Consumer Futures, Unilever U.S. �Retailers must continue
to be proactive if they are to meet the needs of this influential
group.� Boomer Shopping Groups & Scenarios �This study finds
that all Boomers are not the same in terms of their shopping
needs,� said Mike Twitty, Senior Manager, Shopper Insights,
Unilever U.S. �We identified four distinct Boomer shopping groups
and projected them into the future, identifying what their wants
and desires will be in 2017.� Within this future paradigm, six
different sets of shopping desires emerged that identify what
shoppers will be looking for ten years from now. The six unique
shopping scenarios include: High Expectations: In this scenario,
Boomers invest more time and money in their purchases. They are
seeking a premium shopping experience, which could be driven by
product range, atmosphere/environment, knowledge and/or service.
Neighborhood Connections: Boomers in this scenario believe that
purchases are an extension of the people that they buy from.
Personal connections, based on trust and knowledge, drive this
locally focused shopping scenario. Good To Go: Convenience and
simplicity coupled with quality drive this scenario. Boomers in
this scenario are looking for quick in and out service with fresh
quality offerings for short term use. Do It For Me: Disengaged from
the shopping experience, in this scenario, Boomers rely on others
to deal with the hassle of shopping. Fun of the Fair: In this
scenario, shopping turns into sport. Boomers are hunting for new
products and experiences. They seek value in feeling smart about
their choices. Shop and Save: This shopping scenario is one
dimensional. It is all about getting the best price with relation
to value. Boomers Redefine Life�s Stages: Add Vitality to Life
�There is no question that Baby Boomers are redefining the meaning
of getting older,� added Kevin Havelock, President, Unilever U.S.
�Unilever�s in-depth study reveals what drives the purchasing
habits of the diverse Boomer population and what will drive them in
the future. Our findings give retailers a keenly useful tool to win
over an extraordinarily influential demographic today and into the
next decade.� �Boomers are the consumer group for whom vitality
rings truest,� added Kozin. �With this study, Unilever brings a
greater understanding to where their lives and shopping behaviors
will be in the future and how their emphasis on �feeling alive�
will influence all.� About Unilever Unilever [NYSE: UL, UN], one of
the world�s largest consumer products companies, aims to add
vitality to life by meeting everyday needs for nutrition, hygiene
and personal care. Each day, around the world, consumers make 150
million decisions to purchase Unilever products. The company has a
portfolio of brands that make people feel good, look good and get
more out of life. In the United States, these brands include
recognized names such as: Axe, �all,� Ben & Jerry's, Bertolli,
Breyers, Caress, Country Crock, Degree, Dove personal care
products, Hellmann's, Knorr, Lipton, Popsicle, Promise, Q-Tips,
Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the
preceding brand names are registered trademarks of the Unilever
Group of Companies. Dedicated to serving consumers and the
communities where we live, work and play, Unilever in the United
States employs approximately 13,000 people in�more than 60 office
and manufacturing sites in 24 states and Puerto Rico � generating
nearly $10 billion in sales in 2006. For more information, visit
www.unileverusa.com.
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