How Unilever breaks down boomers

How Unilever breaks down boomers

Advertising Age via NewsEdge Corporation :

34%: Savvy Savers Yearly household spend on package goods: $3,510

What they value: Special offers

Shopping traits: Affluent, disciplined

Life traits: Cultural and sporting events, suburban and cosmopolitan

Shopping trips they take: Stock up every seven days, spending $49; quick trips every two days, spending $21

28%: Daily Planners Yearly household spend on package goods: $3,552

What they value: Well-stocked grocery stores, trusted local merchants, convenience, aspirational buying

Shopping traits: Fitted to busy lives

Life traits: Kid-centric, environmentally aware

Trips they take: Stock up every seven days, spending $54; quick trips every three days, spending $22

22%: Plain and Practicals Yearly household spend on package goods: $4,055

What they value: Everyday low prices

Shopping traits: Big-box mass merchandisers (e.g., Wal-Mart)

Life traits: Conservative, religious, outdoorsy, self-sufficient

Trips they take: Stock up every seven days, spending $74; quick trips every seven days, spending $24

16%: No-Frills Independents Yearly household spend on package goods: $4,041

What they value: Convenience

Shopping traits: Indifference to brands, price-insensitive, buy beer and cigarettes

Life traits: Loners, lower income, older

Trips they take: Stock up every seven days, spending, $61; quick trips every four days spending, $24

Source: Unilever