 Call them "Baby Boomers" - consumers born between 1946 and 1964 - or "Zoomers" - members of the more active, upper-income subset of the Boomer demographic. But by any name, marketers in nearly every industry NPD monitors are vying for this group's attention. The "Zoomer" tag has caught on in the media and retail communities alike, as this segment of the larger Boomer demographic attracts attention with youthful lifestyles and increased spending power. Together, Boomers and Zoomers represent nearly 30% of the U.S. population and make up a much sought-after, economically powerful group of spenders. It is estimated that their annual spending power exceeds $2 trillion, or more than $45,000 annually per household.
More Time, More Money
Many younger members of the Boomer Generation are entering stable points in their careers and older Boomers are saying goodbye to now-grown children and reaping the benefits of years of saving for retirement. As a result, these consumers have more time on their hands - and more money in their pockets - than ever before.
 Many Boomers have gone from being time-starved while they raised their kids and pursued careers to time-rich. "What will they do with all that time?" asked NPD Vice President Harry Balzer. "Our latest Eating Patterns In America report indicates some of Boomers' new-found time will be spent preparing more meals in the home. Watch for a resurgence of meal preparation using recipes, purchases of new appliances to assist with clean-up and even new styles of cookware to appeal to Boomer consumers. This demographic is beginning to favor the kinds of meals they remember from earlier times over the convenience-oriented foods they relied on while they raised their families," Harry said.
Harry and NPD Foodworld are also monitoring the trend of Boomers moving toward improving their health. "Now that empty-nesters and retiree Boomers have more time to themselves, we think we'll see a change in the way they eat as they try to eat their way to better health - already we're seeing it in the rise of low-carb diets. The climate is right for a new brand to rocket onto the scene, touting healthy benefits rather than focusing purely on convenience," he said.
The housewares and appliances industries also stand to benefit from Boomers' higher average incomes and fewer time constraints, compared to younger consumer segments. In the last year, Baby Boomers aged 35 to 54 accounted for more than 40% of units sold in small kitchen appliance categories like coffeemakers, blenders, toasters and electric indoor grills, according to NPD Houseworld. The same is true across all major appliance categories.
 In consumer electronics and information technology categories, however, attracting Boomers remains a bit of a mystery. "Most Boomers started working before PCs and PDAs changed the workplace, began purchasing and listening to music well before MP3 players hit the scene and started watching TV long before digital came along. So while they can afford the latest and greatest, they often need to be convinced of why they should make these purchases. The value of tech products in Boomers' lives tends to be much less than for younger generations. This is especially true for middle- and lower-income Boomers. For the most part, technology products have not yet become 'must-haves' for members of this demographic, despite the time and money Boomers may have to enjoy them," said NPD Techworld Director of Industry Analysis Stephen Baker.
Shopping for Their Families and Themselves
 While many Baby Boomers are empty nesters, others are raising families and spending on their kids. In the toy industry, Boomers may be divided into two distinct groups. NPD Funworld Industry Expert Christina Charasse explained. "Almost half of toy purchases are made by younger Boomers under age 45, most of whom are purchasing toys for their own children. This segment of the Boomer population tends to buy what tweens want, such as the current favorite Yu-Gi-Oh! trading card games and hip, trendy fashion dolls, rather than pre-school toys or brands aimed at younger children," Christina said. "Older grandparent Boomers prefer to buy classic brands like Matchbox, pricier toys like American Girl dolls and sports-licensed brands like Major League Baseball and NASCAR. In contrast to their younger counterparts, older Boomers prefer to stay away from purchasing trendier brands and categories."
 In fashion, Boomers are an important target for marketers who realize they may have overlooked this appealing demographic as they focused on styles aimed more at teens and tweens in recent years. Manufacturers and retailers are returning their attention to Boomers, and especially Zoomers, whom NPD Chief Industry Expert Marshal Cohen expects "will spend the lion's share of apparel and footwear dollars" in the coming years. Many manufacturers and retailers will offer new line focuses and marketing campaigns to appeal to big-spending Zoomers this year. Marshal highlights the launch of Target's new Linden Hill women's apparel line, designed to resemble such upscale brands J.Jill and Eileen Fisher, and the retailer's similar line for men, as examples of renewed interest in this demographic.
"I'm also expecting retailers to ramp-up service this year, with Boomers in mind. Stores will try to bring the shopping experience closer to 'the way it used to be' for Boomers. Marketers are finally recognizing Boomers' significant purchasing potential and their willingness to purchase products for themselves rather than just for family members as they may have in earlier phases of their lives," Marshal said.
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