Date updated:02-24-2007
From Barron's 2-26-07:
"The reality is that consumers aged 50-plus already spend more than $1.7 trillion on goods and services each year, including heavy outlays at restaurants, for gourmet cooking and for travel.
In fact, the 78 million baby boomers are collectively richer than any group in history. The 50-plus crowd now controls 50% of all U.S. discretionary income, accounts for 75% of all prescription and drug spending, and has 65% of America's household worth, according to Deloitte & Touche. By 2030, boomers will control nearly 80% of private investments, forecasts the MetLife Mature Market Institute."
The following are companies that could take adavantage of the baby boomer generation.

-
UL
Unilever Plc Amer - $29.92
- +0.40%
- $29.49
Unilever (ticker: UL) says the campaign, for its Dove soap, challenges the "only-young-is-beautiful stereotype."

-
PHM
Pulte Homes - $9.65
- -0.10%
- $9.47
"America's shifting demographics are also on the mind of Pulte Homes (PHM) of Bloomfield Hills, Mich., which bought the Del Webb development company in 2001 when "we kept running into them trying to capture the 'active-adult' market," says Richard Dugas, Pulte's chief executive officer. There are now 51 large Pulte communities in 20 states aimed at adults aged 55 and over, up from 14 when the merger took place. These communities are more profitable, bear higher margins and have low contract-cancellation rates; nearly 50% of buyers pay cash and so are unfazed by the interest-rate worries now hammering the overall housing market."

-
MAT
Mattel - $19.74
- +1.02%
- $19.50
"Grandparent discounts," like those already offered by toy maker Fisher-Price, a unit of Mattel (MAT), will become more common.

-
HIG
Hartford Fin Svc - $24.09
- -0.12%
- $23.44
"That certainly hasn't been lost on AARP, which markets a variety of services to its members, including car insurance from Hartford Financial (HIG)..."

-
CHS
Chico's F A S Inc - $12.47
- +0.97%
- $12.22
Aimed squarely at more seasoned fashionistas.

-
TLB
Talbots Inc - $8.50
- -0.93%
- $8.49
Aimed squarely at more seasoned fashionistas.

-
GPS
Gap Inc - $23.03
- +0.74%
- $22.82
Gap's (GPS) Forth & Towne unit is aimed squarely at more seasoned fashionistas.

-
F
Ford Motor Co - $7.75
- +4.03%
- $7.40
"It's a demographic trend that the troubled Ford is pursuing assiduously: In the mid '90s, alarmed by higher fatality rates for over-50 drivers, Ford developed the "Third Age Suit" that mimics for designers the physical limitations that can mark old age. It even includes goggles that simulate cataracts. Today, it's being used by other firms to design products friendly to users with a lot of miles on the odometer."
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