A trip to the drug store for a Settled Elder is many times a social activity and a break in a day spent alone watching TV or performing needlework. While this consumer group is probably the least mobile of any of the LifeMatrix segments outlined by research group NOP World, it is also one of the most likely groups to frequent the drug store channel. In fact, they are highly likely to visit a drug store more than 15 times per month. They also are likely to maintain a strict loyalty to a drug store retailer that makes the shopping experience a personal one, down to being greeted by name by the pharmacist behind the counter.
As a group, Settled Elders tend to be the most traditional in values and devout in faith. They tend to lead a very home-centric, solitary and sedentary lifestyle, with frequent TV viewing, light magazine reading and no Internet usage. They are likely to suffer from age-related illnesses and to have a medicine cabinet full of age-related products, from denture cleaners and adhesives to laxatives. Outside, Lincolns and Cadillacs are often-times parked in the driveway and are most often used to drive to the store or the bingo hall.
While also older and retired, the difference between Settled Elders and the Free Birds consumer segment is that Free Birds are active seniors who still have their health and who are living it up in retirement. "Free Birds are watching their salt intake and monitoring their blood pressure," said Kelly Sirimoglu, vice president of the brand strategy group for NOP World. "For Settled Elders, it's too late. If they are worried about salt intake, it's because they already have high blood pressure."
According to Sirimoglu, Settled Elders are more likely to suffer from hypertension, arthritis, constipation, dry eye and overactive bladder than consumers grouped in other Life-Matrix segments. They also are more apt to take prescription medications, with a strong likelihood of having seven or more prescriptions filled per month.
In addition to prescription drugs, Settled Elders also are shopping for over-the-counter medications. According to Milwaukee-based market research firm Hamacher Resource Group, hot categories for the segment include diabetes care, antacids, laxatives, vitamins/supplements, personal diagnostics, analgesics (including rubs and patches), foot care and skin care, incontinence aids and nutritional products.
According to Kira Behrens, marketing manager for Hamacher Resource Group, popular brands within those categories include Os-Cal, Caltrate, Glucerna, Diabetic Tussin, Metamucil, Ex-Lax, Senokot, Citrucel and Ensure.
Other NOP World research shows the top three non-food items found in Settled Elders' shopping carts are metal polish, indoor plant food and waxed paper. Couponing programmes for these and other related products, and private label brands, resonate well with this price-conscious consumer group, said Behrens.
- Drug Store News