The Swing Generation: Marketing to the Over 65s
Chapters: 7 | Tables: 23 | Publication date: Jan 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
1. EXECUTIVE SUMMARY
1.1 DRIVERS
Summary 1 Opportunities and Challenges of Marketing to Over 65s in 2006
1.2 DEMOGRAPHIC TRENDS
Chart 1 Leading Countries by Number of People Aged 65+, and % Growth 2000/2005
1.3 IMPACT ON CONSUMER MARKETS
Chart 2 Global Sales of Products Relevant to Over 65s 2001-2006
1.4 FUTURE TRENDS
Chart 3 Forecast Growth in Products Relevant to Over 65s 2006/2011
2. INTRODUCTION
2.1 DEFINITION OF SWING
2.2 THE SWING PROFILE
More frugal than boomers
An expanding age group
Special requirements
Survey highlights changes
3. DRIVERS
3.1 SPENDING POWER
Lower incomes but more assets
Rising debt among pensioners
Food insecurity amongst America's elderly
Medicare Part D boosts seniors' spending power
German pensioners to see reduced benefits
Table 1 Average Gross Income by 50+ Age Groups in Major Markets 2005
3.2 RETIREMENT AND PENSIONS
Pension funds under strain
HSBC Survey findings
Table 2 HSBC Global Survey Results on Attitudes Towards Retirement 2006
3.3 HEALTH ISSUES
Health deteriorates with age
Prevention cheaper than cure
Targeting malnutrition
Study highlights over 65s use complementary and alternative medicine for depression
Gum problems affect eating habits
Silver surgery
3.4 LIVING TRENDS
At-home care
Retirement complexes
3.5 EATING HABITS
Nutritional needs of the elderly
US Food Review study
3.6 TRAVEL
Pensioner travel becomes more adventurous
Elderly present new opportunities for hospitality industry
but changes are needed
Older travellers require personal attention
The emergence of "grandtravel"
Insurance costs soar
3.7 ATTITUDE TO TECHNOLOGY
Mobile phones
TV
Internet
3.8 HOBBIES
Overview
Gardening
DIY
Keeping pets
3.9 MARKETING TO OVER 65S
Greater segmentation
Adapting cars for oldies
Marketing with sensitivity
Advertising to older people
4. DEMOGRAPHICS
4.1 GLOBAL TRENDS
Elderly getting older
Table 3 Over 65s Population by Age Group 2000-2005
4.2 REGIONAL TRENDS
Asia-Pacific has more than half of world's 65+ group
Low life expectancy reduces over 65s pool in Eastern Europe
65+ group growing fastest in regions with young populations
Table 4 Over 65s by Age Group and by Region 2005
Chart 4 Over 65s Population by Region 2005
Chart 5 % Growth in the Over 65s Population by Region 2000/2005
4.3 COUNTRY TRENDS
China and India largest in absolute terms
65+ group static in US
Japan boasts "oldest" population
Strongest growth seen in Southeast Asia
Table 5 Number of Over 65s by Country 2000/2005
Table 6 Proportion of Over 65s by Country 2000-2005
Table 7 Over 65s by Age Group and by Country 2005
4.4 LIFE EXPECTANCY
Life expectancy grows, but health declines
Japanese enjoy greatest longevity
Life expectancy lower in poor countries
Table 8 Life Expectancy vs Healthy Life Expectancy in Selected Markets 2005
5. IMPACT ON CONSUMER MARKETS
5.1 FOOD
More work needed in addressing swing consumers
Canned foods benefit from shelf-stability
Functional foods enjoy dramatic growth
Functional drinks appeal to desire for disease prevention
Hot drinks still a favourite with the elderly
Convalescence products big in US, Japan and India
Table 9 Global Sales in Relevant Food Sectors 2001-2006
5.2 COSMETICS AND TOILETRIES
Toiletry habits traditional for over 65s
Anti-agers for the already-wrinkled
Back to basics
Case study: L'Oréal as forerunner in over 60s skin care segment
Alternatives to Botox
Hair colourants and perm kits for a more youthful image
More elderly but better teeth
Table 10 Global Sales in Cosmetics and Toiletries Sectors 2001-2006
5.3 OTC
Dietary supplements a must for the elderly
Co-enzyme Q10 good for the heart
Analgesics and digestive remedies ease elderly ailments
Hair loss treatments remain sluggish
Table 11 Global Sales in Relevant Healthcare Sectors 2001-2006
Chart 6 Sales of Dietary Supplements by Type 2006
5.4 INCONTINENCE PRODUCTS
Incopro growth compensates for decline in nappies and sanpro
Appearance in mass market improves product awareness
Kimberly-Clark remains number one player
Chart 7 The Global Market For Incontinence Products 2001-2006
5.5 RETAIL TRENDS
Older consumer prefer smaller formats
Germans create department store for the elderly
Pharmacies benefit from Medicare Part D
6. SHIFTS IN MAJOR MARKETS
6.1 BRAZIL
Population trends
Table 12 Brazil: Over 65s Population Trends 2000-2005
Over 65s profile
Sales
Chart 8 Brazil: Sales of Relevant Products 2001/2006
6.2 CHINA
Population trends
Table 13 China: Over 65s Population Trends 2000-2005
Over 65s profile
Sales
Chart 9 China: Sales of Relevant Products 2001/2006
6.3 FRANCE
Population trends
Table 14 France: Over 65s Population Trends 2000-2005
Over 65s profile
Sales
Chart 10 France: Sales of Relevant Products 2001/2006
6.4 GERMANY
Population trends
Table 15 Germany: Over 65s Population Trends 2000-2005
Over 65s profile
Sales
Chart 11 Germany: Sales of Relevant Products 2001/2006
6.5 ITALY
Population trends
Table 16 Italy: Over 65s Population Trends 2000-2005
Over 65s profile
Sales
Chart 12 Italy: Sales of Relevant Products 2001/2006
6.6 JAPAN
Population trends
Table 17 Japan: Over 65s Population Growth 2000-2005
Over 65s profile
Sales
Chart 13 Japan: Sales of Relevant Products 2001/2006
6.7 UK
Population trends
Table 18 UK: Over 65s Population Growth 2000-2005
Over 65s profile
Sales
Chart 14 UK: Sales of Relevant Products 2001/2006
6.8 US
Population trends
Table 19 US: Over 65s Population Trends 2000-2005
Over 65s profile
Sales
Chart 15 US: Sales of Relevant Products 2001/2006
7. FUTURE TRENDS
7.1 TRENDS TO WATCH
Boomers to redefine old age
Gearing up for the elderly market
Health will remain a priority
People may work for longer
Financial services for the over 65s
Help in the form of technology
China and India offer long-term potential
7.2 FORECAST DEMOGRAPHIC TRENDS
Growth of over 65s will accelerate in long term
China's over 65s population set to swell
Elderly will gain power and influence in Japan
US over 65s will see share remain stable in short term as younger population grows
Western Europe will continue to see further ageing of populations
Table 20 Forecast Top 30 Countries by Number of Over 65s 2005/2010
Table 21 Forecast Top 30 Markets by Proportion of Over 65s 2005/2010
7.3 FORECAST SECTOR TRENDS
Ready meals to adapt to older palates
Growth potential for functional foods
OTC will benefit from demand for preventative healthcare
Incopro will become more mainstream
Skin care innovation to target the over 65s
Table 22 Forecast Sales in Selected Relevant Sectors 2006-2011