Consumer Insight - January/February 2014


consumer insight age



Age is just an irrelevant number … until we start fudging our birth year to get into movies or dressing young so as to hope people confuse our kids for our siblings: The age of your buyers can matter.


Consumer research is showing age-related trends on the rise, thanks in part to the maturing population and an interesting pattern of adults and young adults holding on to the freedoms they felt as children.


Look to the right to see sample areas where trends are occurring. Many brands fall outside these categories, but apply the principles behind the growth with your specific business in mind.


What Brands Can Do!

U.S. and U.K. parents want clear ingredient lists. Chinese moms and dads look for brand or product information from websites or healthcare professionals. Make the facts consumers seek easy to find.

Actual teen years mark the expansion from junior makeup into more adult cosmetics. No one wants to see their babies grow up: Cosmetic brands can use age-appropriate packaging to transition the lasses (and reassure parents they haven’t lost their little princesses to overly mature makeup just yet).

To continue growing, craft beer must be its own best advocate and expand appeal beyond Millennials. A common purchase barrier is lack of knowledge. Craft brewers need to focus on education.

While households with children continue to prepare all types of ethnic food, Hispanic food is the most popular, likely due to the ease and convenience of preparing it.

Older adults most value quality, customer service and privacy. Price competition may be less effective as they buy goods for themselves and loved ones, if the products are perceived as inferior to alternatives.


Research provided by Mintel.
Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analyses that directly impacts client success. Contact Mintel at or 312-932-0400.

<<Back to the Consumer Insight Archives

Anyone who works (with the exception of volunteers, unpaid interns and the like) can bring home the bacon — even kids, thanks to lemonade stands and lawn mowers.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

4/21/15 1:00 pm EDT

Smart Packaging for the Smartphone Era: Changing the way consumers and brand owners interact with products

Are you a brand marketer looking for fresh, innovative ways to interact with your customers at retail AND post-purchase? Or a product innovator seeking alternative means to counteract product tampering in the supply chain? Look no further.

Brand Packaging Magazine

april brandpackaging

2015 April

The April 2015 issue focuses on Sustainability plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight