Back in late 2012 I wrote about P&G starting to get serious about the older consumer with the launch of its Crest and Oral‐B Pro‐Health For Life dental products “Selected for Aged 50+ Consumers”.
The company has now used AARP to do some research about the state of older people's oral care.
The survey found that:
60% do not use mouthwash daily
47% do not floss daily
34% only brush once a day
All good reasons to dash out to the pharmacy and head to the Crest & Oral-B product shelves.
It is interesting to view the channels that P&G selects to communicate with its older customers. Dick Stroud