The Swing Generation Marketing To The Over 65s

SUMMARY

Abstract

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

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 elderlyCo-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 FRANCEPopulation 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