BRAND DEPLOYMENT

Over 55's - Serve new occasions at home

The madness of 2020 has delivered us plenty of unexpected family time and a renewed focus on home entertaining and celebrations. Understanding how over 55's adapt to this will be key to delivery engaging campaigns to capture their attention. 

 

SERVE NEW OCCASIONS AT HOME - Understand and activate against the occasions that reflect the changing needs of over 55’s and their desire to spend time with family again

 

 Lockdown has placed a fresh emphasis on the importance of the home. For over 55’s, this isn’t a new thing, with 51% describing themselves as very satisfied with their housing situation according to Mintel which is higher than other generations, most likely down to increased levels of home ownership.

 

As lockdown starts to ease, it’s likely that the home will become even more important. We’ll start doing more but it will highlight our homes as safer spaces and places for those close to us as we stay alert to the ongoing dangers of the virus.

 

Over 55’s will want to entertain close family at home which means reinterpreting occasions that would otherwise have happened out of home. Think family weekend trips to restaurants and other attractions. Researching the way in which families and grandparents in particular are adapting to this will be important to develop campaigns that recognise the new normal.

 

On a day to day level, the rise in sales in the convenience channel is a strong indicator of what’s to come as over 55’s develop new behaviours around online and top up shopping.

 

Understanding the new occasions that make up the week will play a part in successfully activating in both channels.

 

WHAT DOES THIS MEAN FOR FMCG BRANDS?

  • Research and understand how occasions are developing for over-55’s. Data shows there are additional eating and drinking occasions at home. Some will have increased in importance, others will be reinterpretations of what would have previously happened in outside of the home.
  • Consider what this means for campaigns at a brand and category level and develop plans that adapt to the channels that are in growth.

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