Challenges of the Senior Shopper

This morning's WSJ features an interesting article about a Kimberly-Clark program that aims to orient retailers on the challenges faced by older consumers.

As the article highlights: The number of adults aged 65 and older will reach 71.5 million people by 2030, twice their number in 2000 and representing nearly 20% of the total U.S. population.
As baby boomers turn 65 years old beginning in 2011, they are expected to spend an additional $50 billion over the next decade on consumer products in the U.S.

This is a huge transition in the U.S. consumer landscape, but the demographic tidal wave is already hitting Japan.