Attitudes Towards Aging: Volume 2 - US - May 2004

SUMMARY

While aging is an inevitable part of life, the American population is livinglonger primarily due to better living conditions and advanced healthcare. As aresult, the stereotypical "senior citizen" no longer exists and manyAmericans want to look as young as they feel. Older adults are becoming a moresignificant group in the general population. In fact, the number of adults aged55 to 64 will increase 47.6% from 2000 to 2010 as the older Baby Boomers moveinto this age group. In addition the number of people aged 65 to 74 willincrease 16.3% during this same time period. With the large Baby Boomer segmentbecoming the next "older generation," it is important to understandattitudes towards aging and how they will affect, and likely change, themarketing of related products and services in the marketplace.

Aging adultswill spend upwards of $30 billion on anti-aging products in 2003. Thesignificant amount of money willingly spent by consumers to remain youthful andvital combined with an aging population make it clear that this market willcontinue to grow. As a result, it is crucial for companies to understandattitudes toward aging among the current senior citizens in America and amongthe aging Boomer generation.

This volume presents consumer research focusingon attitudes toward aging, including what consumers think, feel and believeabout aging and anti-aging products and services.

Attitudes Towards Aging:Volume I focuses on the cosmetic aspects of aging (preventing and treatingwrinkles rather than preventing and treating arthritis for example), and coversmarket factors, consumer trends and an examination of anti-aging products.

TABLE OF CONTENTS

INTRODUCTION AND ABBREVIATIONS

Introduction

Other Relevant Reports

Definition

Abbreviations and Terms

Abbreviations

Terms

EXECUTIVE SUMMARY

An Aging Population

More "Working Old"

Changing Spending Priorities

Baby Boomers Redefine Aging

Four Phases of Aging

Anti-Aging Product Usage Growing...

... But Don't Ask, Don't Tell, If You Use Anti-Aging Products

Positive Feelings On Aging

Drive To Be Productive

Fears: Health, Finances, Independence

DEMOGRAPHICS AND ATTITUDES

Introduction

An Aging Population

Figure 1: U.S. population projections, by age, 2000-2010

Generation overview

Figure 2: American generation definitions, by age, 2000-2010

Figure 3: American population projections, by generation, 2000-2010

Graph 1: American population projections, by generation, 2000-2010

Swing/World War II Generation

Baby Boomers

Boomer women

Boomers and healthcare

Attitudes and product usage

Vitamin and mineral supplement usage

Figure 4: Usage of vitamins/minerals, by age, October 2002

Figure 5: Breakdown of specific vitamins and/or minerals taken by users,by age, May 2001-April 2002

Home health monitoring

Figure 6: Usage of home blood pressure monitors in the past 12 months, byage, January 2004

Frequency of exercise

Figure 7: Frequency of exercise per week, by age, June 2002-May 2003

Attitudes to health and fitness

Figure 8: Attitudes toward health and fitness, by age, November 2003

Health club membership and usage

Figure 9: Incidence of belonging and using health club and regularity ofexercise, by age, November 2003

Health, fitness and companionship

Generations by Gender

Figure 10: U.S. population by generation and gender, 2004

Figure 11: U.S. population by age and gender, 2004

Figure 12: Population aged 55 or older, by sex and ratio of men to women,2000 Census

Figure 13: Men's attitudes towards grooming, by age, March 2003

Marital Status of Older Adults

Figure 14: Married people aged 55 or older, by gender and age, 2000

Income, Discretionary Income and Spending Patterns

Figure 15: Median household income, by age of householder, 2001

Figure 16: Households with discretionary income, by age of householder,2000

Spending on health-related categories

Figure 17: Average annual spending on healthcare by all consumer units andconsumer units headed by people aged 45 or older, by age, 2000

Changing Attitudes and Focus

Baby Boomers focus on youth preservation

Growing market of age-defying options

Figure 18: Overview of attitudes to health, by age, April 2001-May 2002

Figure 19: Potential average annual cost estimates for youth-enhancingproducts and services by adults 40 and older, 2002

Attitudes changing toward cosmetic surgery

The Four Phases of Aging

Figure 20: Profiles of the four stages of aging, 2003

Aging Early Planners

Age Prevention Seekers

Age Reduction Seekers

Age Well-being Seekers

Work and Being Productive

Figure 21: What retirement means to older adults, 2001

Figure 22: Pre-retiree hopes and expectations for retirement, 2001

Graph 2: Pre-retiree hopes and expectations for retirement, 2001

Figure 23: Factors in the decision to work in retirement*, adults aged 45and older, 2003

Changing Stereotype of Old Age

Definitions and perceptions of aging

Wired seniors

Rejection of what is 'old'

TODAY'S OLDER ADULT: BELIEFS ON AGING

Introduction

Figure 24: Brief profile of adults aged 65 and older, 2000

General Population Attitudes and Beliefs on Aging

Older Adults' Views on the Future

Generally positive

But also some fears

THE CONSUMER

Introduction

Attitudes to Looks and Aging

Figure 25: Attitudes toward looking actual age, by gender and age, January2004

Figure 26: Attitudes toward looking actual age, by household income,January 2004

Figure 27: Attitudes toward looking actual age, by education, January 2004

Figure 28: Attitudes toward looking actual age, by marital status, January2004

Usage of and Attitudes Toward Youth-enhancing Products

Figure 29: Usage of and attitudes toward youth-enhancing products, bygender and age, January 2004

Figure 30: Usage of and attitudes toward youth-enhancing products, byhousehold income, January 2004

Figure 31: Usage of and attitudes toward youth-enhancing products, byeducational attainment, January 2004

Figure 32: Usage of and attitudes toward youth-enhancing products, bymarital status, January 2004

Figure 33: Usage of and attitudes toward youth-enhancing products, byregion, January 2004

Surgical and Non-surgical Procedures to Look Younger

Figure 34: Attitudes toward considering cosmetic surgery and topicalprocedures, by gender and age group, January 2004

Figure 35: Attitudes toward considering cosmetic surgery and topicalprocedures, by household income, January 2004

Figure 36: Attitudes toward considering cosmetic surgery or topicalprocedures, by marital status, January 2004

Figure 37: Attitudes toward considering cosmetic surgery, by region,January 2004

Impact of Culture and Workplace

Figure 38: The impact of culture and workplace on the importance oflooking young, by gender and age, January 2004

Figure 39: The impact of culture and workplace on the importance oflooking young, by household income, January 2004

Figure 40: The impact of culture and workplace on the importance oflooking young, by educational attainment, January 2004

Figure 41: The impact of culture and workplace on the importance oflooking young, by marital status, January 2004

Figure 42: The impact of culture and workplace on the importance oflooking young, by region, January 2004

Summary

General attitudes on aging

Usage of and attitudes toward youth-enhancing products

Attitudes toward surgical and non-surgical procedures to look younger

Impact of culture and workplace

Key Opportunities

THE FUTURE

Demographics

Figure 43: U.S. population projections, by age, 2003 and 2008

Baby Boomer Influence

Drug Therapies for Mental and Emotional Effects of Aging

Great Expectations for a Long, Healthy, Independent Life

APPENDIX: RESEARCH METHODOLOGY

Consumer Research

Sampling & Weighting

Presentation & Definition

Further Analysis

Trade Research

Informal Trade Research

Formal Trade Research

Desk & Internet Research

Sources

Definitions

Forecasts

APPENDIX: WHAT IS MINTEL?

Mintel Publications

Mintel Services

Product Retrieval

Retail Audits

Tailored Research

Global New Products Database

Research Support/Consultancy/MiC

The Mintel Information Centre (MiC)

PR Research