Brands look to reach caregivers

One of the biggest marketing opportunities for brands and retailers is reaching out to caregivers. Whether it is assisting in grooming rituals or housekeeping, finding products to help those who can’t do for themselves is a trend popping up on the radar.

It is estimated that almost 70 million people are now charged with taking care of someone, often a family member. An AARP Project Catalyst report from 2016 projected that 117 million Americans will need some sort of caregiving assistance by 2020. Compounding that is the fact that the population of Americans ages 65 years and older will nearly double by 2050, according to the U.S. Census Bureau.

The AARP report highlighted that 71% of caregivers are looking for innovations that support their caregiving activities.

In fact, Deborah Weinswig, managing director of the Fung Group, dubbed the “grandparent market” as a huge source of potential retail sales, with reports estimating that the number of grandparents will increase from 65 million in 2010 to 80 million in 2020.

Making products for and gearing marketing toward those consumers who need help for daily tasks will be increasingly important in the future. Fern Spadafino, executive director of Acorn Glen, an assisted living facility in Princeton, N.J., said finding grooming items to help her staff — and visiting family members — is on her front burner. “It helps maintain the dignity of our residents, especially shaving men, since that is such a ritual for them.”

Already, some companies are heeding the call. One of the most vivid examples is Gillette’s TREO shaver, designed for assisted shaving. The razor was revealed with an emotional short film, called “Handle with Care,” showcasing Kristian Rex and his father. Rex’s dad had a stroke and now needs assistance from him and others, a role reversal from his fond memories of his dad taking care of him.

According to Procter & Gamble, more than 75% of caregivers who shave loved ones and patients every three to five days potentially need a special shaver. Gillette’s TREO handles like a paintbrush, making it easier for users to give a careful shave. The blade requires less water, helpful because many elderly men are shaved away from the bathroom. Gillette is sending out TREO samples to caregivers and giving them to employees who care for others in order to get feedback prior to fully launching the product.

For those who still live on their own, several marketers are making items to make their lives easier. Swiffer, for example, targets many of its commercials to mature audiences or those with physical challenges. A prime example is a TV commercial starring Morty and Lee, who, after 44 years of marriage, ponder how much dirt they can “manufacture.” While asking for an easier way to clean, a Swiffer arrives that helps them spruce up under furniture and in high spots.

Oxo is another brand dedicated to making products specifically for an older audience. Retailers can seek inspiration from an online source called Caregiver Products that stocks everything from razor handle extensions and long-reach toenail scissors to automatic eye drop guides and long-handle combs.

Retailers are dipping their toes into the business, too. Pharmaca offers training on administering prescriptions, as well as on giving injections.

CVS proudly showed off its new look last April, firmly focused on self care. However, the store also is well positioned for consumers shopping for others. During the tour, George Coleman, VP of merchandising for CVS Pharmacy, displayed the wide array of testing kits the chain offers that caregivers can use in homes to supplement physician visits.

Sephora recently introduced classes for shoppers with cancer and those caring for a loved one on how to deal with hair and skin changes.

As Weinswig suggested, while many marketers chase millennials, there is plenty of opportunity around caring for the nation’s aging baby boomers.