COLORADO SPRINGS — GMDC, the trade association, based here, representing nonfood in food retailing, has released a study, “Who Cares? Reaching the Family Caregiver Market,” which provides insight into family caregivers, which total an estimated 44.4 million people, according to the National Alliance for Caregiving. The segment is valued at $53 billion a year in retail sales, the study states. It concludes this potentially lucrative group is sensitive to how they are marketed to, and retailers and manufacturers would be best to form partnerships serving this group’s special needs. The study reviews the family caregiver market, identifies common need states of the caregiver demographic, unveils stressors on the family caregiver that can influence their shopping behavior, and recommends retail strategies for reaching these shoppers. The study was conducted by Hamacher Resource Group, Milwaukee, and is available on GMDC’s website at www.gmdc.org.
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