The Zinger Report: June Issue

50 is the new 50

"Time flies" is a timeless expression and in the case of the ever popular Boomer population in the US, it couldn't be more of a reality. Before the consumer goods industry, and Boomers themselves, could even blink an eye, here we are in 2009 with a retiring Boomer population. In the U.S., and Europe, the 50+ population is growing and more and more Boomers are beginning to retire.





As they prepare for this new life stage, Boomers don't want to be treated like the retired professionals of the past. For many, this is the opportunity for a third or fourth career. This is their time to travel, try new sports, adopt new hobbies. Many Boomers are refusing to act their age and be labeled as "seniors." And at this pivotal time, they are looking for products that will help them on their new journey. While some companies have began to play in this space, the opportunity is ripe for others to take advantage of the "new 50".



Who's Doing It?


Kellogg's 'Live Bright' Brain Health Bars


Just like your bones need calcium to stay strong, your brain needs DHA Omega–3. DHA Omega-3 is a vital nutrient that sustains brain health. Most adults don't get nearly enough DHA in their diet, but Live Bright Brain Health Bars have 100 mg of DHA. Now consumers can enjoy a great tasting snack while getting a healthy dose of Omega 3 to boost their brain strength.

Kraft's Maxwell House coffee with E-Z Open Top

For those that find it difficult to unlock tightly screwed on lids, Kraft is making things a little easier. Their Instant Maxwell House with the new EZ Grip lid allows you to easily open and close the jar tight, while locking in all the rich, full flavor of Maxwell House that consumers love.

Implications and Applications

While millenials are driving culture and trends, Boomers are still a large portion of our consumer base and PAB needs to reach out to them with relevant products and marketing. As we continue to innovate around health and wellness now is the perfect time to incorporate the needs of this ever growing population into our plans and produce products that accompany them to this exciting new life stage.

Here are a few thought starters to get you thinking about how we can be playing in this "50 is the new 50" world:

1) Lipton Pure Leaf Mind Fuel

The brewers at Lipton Pure Leaf are flexing their brain muscles…and yours. Introducing Lipton Pure Leaf Mind Fuel. Mind Fuel contains a daily dose of Omega-3 which boosts your brain power and gives your largest muscle a good flex. Now you can enjoy the iced tea that you love and feel smarter about it.

2) Pepsi Strips

Remember the old days when you had to buy a bottle or can to enjoy the refreshing taste of the cola you love? Well now the makers of Pepsi have made it even easier to experience the great taste of Pepsi- without the hassle of opening a bottle or can. Introducing Pepsi Strips. Just pull out a strip, drop it in a glass of water and enjoy the fizzy, delicious Pepsi you know and love. It’s enjoyment made easier.

Need to Relax? : Products that help soothe and energize are all the rage in 2009.

Nowadays, the word STRESS is heard too often. As consumers have more and more on their minds to weigh them down, they are looking to products in both traditional and non-traditional categories that will help soothe and renew them. Several manufacturers have caught on to this need and are introducing products that use functional, mood enhancing ingredients in new ways. From perfumes and lotions, to foods and beverages, you can walk down the aisle at your grocery store and not know if you’re shopping for food or for botanicals. Read on to see how clever manufacturers have incorporated mood boosting ingredients to help people say goodbye to S-T-R-E-S-S.

Who’s Doing It

Garnier NutriDermist Eye Caffeine Roller: For the beauty queens in Europe, the geniuses at Garnier combined caffeine and beauty.
NutriDermist Eye Caffeine roller is the first-ever roll-on that hydrates, cools & refreshes tired-looking eyes. Enriched with Caffeine, the roll-on is a handbag must-have, great for women on-the-go. The cooling moisturizer contains Caffeine and Pro-vitamin B5 for a bright eyed look.

Balance Water for Children: The makers of Balance Water in Australia have introduced a line of water for children, infused with flower essence that promotes calm attentiveness. For generations, flower essences have been given to children to gently calm and focus them and help increase their attention spans. Balance Water for Children is 100% natural and organic and does not contain any preservatives or any artificial additives. The water is suitable for children of any age.

Detour Yoga Energy Bar: Bikram, Iyengar, Ashtanga, oh my! Practicing Yoga has become an integrated part of many Americans’ lives. So why not make an energy bar for the yoga lovers? That’s exactly what Detour has done with their Yoga Energy Bars, promoting inner balance and focus. With 100% daily value of Lemon Balm for calmness and whey protein for rebuilding muscles, Detour Yoga Energy Bars help yoga lovers repair muscles and return to a calmer state after exercise.

Implications and Applications

Functional ingredients are no strangers to the Pepsico portfolio. From the replenishing power of Gatorade to the energizing fixes of AMP, Mtn Dew, and MAX, Pepsico has been at the forefront of using functional ingredients in our products. But it’s time to look beyond the usual pick-me-up occasions. Consumers don’t just want a quick burst of energy, they want sustained energy. It’s no longer just yoga and massages that help consumers soothe and relax, it’s now foods and beverages as well.
The landscape of ingredients in food and beverage products is perpetually expanding and as an organization, we must continue to be at the forefront of incorporating these ingredients into our products. Here is some food for thought on how we can leverage this functional trend:

1)Sustain - A Nutritional Lifestyle by Propel: A Propel woman has many needs. To accommodate her lifestyle, she needs a line of products that will help sustain the right kind of energy throughout her day. Introducing Sustain by the makers of Propel, a line of functional, all natural products that help the Propel woman be all that she needs to be at all points of her day.

2) Sierra Mist Summer Sun: Sunblock is sooooo 2008. Hit the beach in 2009 with Sierra Mist Summer Sun, a refreshing honey and lemon lime beverage infused with sun protection ingredients. Summer Sun will keep you hydrated and your skin protected from the inside out all summer long.