Mature Market Experts Stat of The Day: Baby Boomer Purchasing Power

CB107701 mature market consumer packaged goods

Mature Market Experts: more mature market news and stats more often: Baby Boomer Purchasing Power – Households with baby boomer members — born between 1946 and 1964 – account for nearly $230 billion in sales of consumer packaged goods (CPG) products and represent 55% of total CPG sales, a study by Nielsen and Hallmark Channel reports.

The research, which examined the CPG spending power and brand loyalty of baby boomer households, found that baby boomer households’ share of sales is 5 points higher than their share of population, according to Nielsen and Hallmark. 

Nielsen and Hallmark also tracked baby boomer purchases of over 6,500 brands measured by Nielsen’s Homescan consumer panel that have over 1% US penetration.  Of these brands, Baby boomers account for over 50% of sales for 72% of those brands.


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