Data compiled by Packaged Facts February 2011 Online Consumer Survey suggest that the preponderance of women among Healthy 50+ Consumers results from factors other than purely demographic ones. As seen in Figure 3-1, regardless of age, women are more likely than men to report that they are consciously pursuing wellness goals.

1. Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness
Market
Published: April 2011
No. of Pages: 174
Price: $ 3850
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.

2. Browse All: Healthcare Market
Market Insights: A Selection From The Report
Women in the Vanguard of March to Wellness
Healthy 50+ Consumers are more likely to be women than men (53% vs. 47%). One reason
for the gender disparity lies in the fact that women are more numerous in the 65+ age
group as a whole because of the shorter life expectancy of men. [Table 3-2]
However, data compiled by Packaged Facts February 2011 Online Consumer Survey suggest
that the preponderance of women among Healthy 50+ Consumers results from factors other
than purely demographic ones. As seen in Figure 3-1, regardless of age, women are more
likely than men to report that they are consciously pursuing wellness goals.
Entertainment Habits Generate Possibilities
As seen in Chapter 5, "Keeping Fit," and Chapter 9, "Leisure and Entertainment," pursuing
wellness after 50 involves a higher level of activity than that associated with other
consumers in the 50+ age group. Healthy 50+ Consumers account for 15% of those going
to a family
restaurant/steak house in the last 30 days and 16% of those attending a live theater event
in the past 12 months. At the same time, Healthy 50+ Consumers view reading as a
valuable activity. They account for 13% of those buying books at a bookstore in the past 12
months.[Table 2-10]
Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old
Data compiled by Packaged Facts February 2011 Online Consumer Survey confirm the
ongoing shifts in perceptions of aging on the part of 50+ consumers, especially among
those committed to pursuing wellness. As seen in Table 2-1, respondents 50 years old and
over whose daily routine is significantly affected by wellness goals and concerns are most
likely to agree with the proposition "60 is the new 50 and 70 is the new 60." Nearly seven in
10 (68%) of 50+ consumers who are concerned with wellness have stretched their
definitions of aging, compared to 58% of the 50+ age group as a whole and 62% of those
under the age of 50 who are concerned about wellness in their daily lives.
Table Of Contents
Chapter 1 Executive Summary
Introduction
Background
Overview of the Report

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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+

12. 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

13. 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

14. 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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