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The proportion of Germany's consumers who are over 45 years old continues to grow - and to cause problems for the country's marketers.

According to a survey by AC Nielsen, they spend an annual 72.6 billion euros on everyday shopping. Now, to help the German marketing community, Nielsen has developed a profile of 5 distinct sub-segments, says the German sales and marketing magazine, Absatzwirtschaft.

German woman, 45-plus

 
Nielsen classifies the traditional image of older consumers as "Oldies". This, it says, is the largest sub-segment of over-45s, yet makes up only one-third of all shoppers in that age group. "Oldies" tend to favour traditional brands and their share of grocery shopping is particularly high. Convenience products, on the other hand, interest them little. In all, Nielsen says, "Oldies" spend a collective 27.4 billion euros per year on day-to-day shopping.

The second group identified by Nielsen are the "Gebildeten" (or "Educated ones"). "Gebildeten" buy traditional brands and retailer own label in equal quantities and, in addition, have a high degree of affinity for natural and organic products. Their health-consciousness and liking environmental orientation is expressed through a preference for untreated products, that they like to buy fresh through specialist outlets. "Gebildeten", Nielsen says, spend 18.8 billion euros per year on grocery shopping.

Nielsen's third segment is made up of the "Aktuellen" (or "Up-to-date ones"). Their collective credo, the company says, is to actively participate in modern 'information culture'. They are interested in what is going on in the world, like to watch magazine programmes on TV and are characterised by a willingness to consume and quality-consciousness. When deciding where to shop, they value a range of good house brands. "Aktuellen" spend 14.1 billion euros per year, Nielsen says.

Under the banner of "Unbewusste" (or "Unaware ones"), Nielsen groups that segment of the over-45 population that is completely immersed in popular culture. Special offers are an important factor in helping this group decide where to shop and the shopping experience should be as quick and uncomplicated as possible. They are heavy buyers of frozen products and ready meals and spend 9.1 billion euros per year on buying grocery goods.

Nielsen's fifth and smallest segment are described as "Unternehmungslustig" (or "Entrepreneurs"). These people are those who least conform to the typical image of the older consumer. They are very interested in sport adn in activities outside the home and this, naturally, influences their shopping behaviour. They like to spend their money in gourmet restaurants and value those which have a good selection of wines. They are not particularly brand-conscious, Nielsen says, which makes them the ideal target for own label. Their spending on everyday shopping, according to Nielsen, amounts to 3.2 billion euros per year.