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LIFESTYLES OF THE OVER-55S - UK - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Lifestyle

No. of Pages : N/A

Recent years have seen an increase in the inclusion of older demographics in marketing, particularly in the fashion and BPC (Beauty and personal care) markets, but it remains far from standard. As the senior population continues to grow it is crucial for brands to recognise the full potential of marketing to older adults and tailor campaigns accordingly. Challenging stereotypes of this age group is key, as is reflecting how products and services can be relevant to them specifically. There is a strong focus on health amongst this cohort, which could be an effective way for brands to make their mark.

Table of contents
OVERVIEW
What you need to know
EXECUTIVE SUMMARY
The market
The senior population continues to grow
Figure 1: Trends in the age structure of the UK population, 2013-23
Obesity rates highest amongst older adults
Mental health awareness continues to rise
Over two thirds of over-55s are smartphone users
Over-65s boast strongest financial situation
The consumer
Third age careers
Figure 2: Things the over-55s feel too old to do, by age, June 2018
Promoting health in advertising
Figure 3: Factors the over-55s find most engaging in advertising, by age, June 2018
Stuck in their ways?
Figure 4: Most common stereotypes about the over-55s, June 2018
A preference for in-store shopping
Figure 5: Online vs offline activity preferences of the over-55s, June 2018
55-64s shop around
Figure 6: Bargain-hunting behaviours of the over-55s, by age, June 2018
A more relaxed state of being
Figure 7: Changes in character as people have got older, June 2018
What we think
ISSUES AND INSIGHTS
Open to diversity
The facts
The implications
Engaging with senior health
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
The senior population continues to grow
Obesity rates highest amongst older adults
Mental health awareness continues to rise
Over two thirds of over-55s are smartphone users
Facebook proves most popular social media platform
Over-65s boast strongest financial situation
MARKET DRIVERS
Overview
The senior population continues to grow
Figure 8: Trends in the age structure of the UK population, 2013-23
Health and wellbeing
Health problems accompany rising life expectancy
Figure 9: Life expectancy at age 65 (years), by gender, England, 1991-93 to 2012-14
Urging seniors to be more active
Figure 10: Body mass index (BMI), by age, England, 2016
Mental health awareness continues to rise
Figure 11: Screengrab of over-55s included in Lloyds Bank’s ‘Get the Inside Out’ campaign, February 2018
The growing problem of loneliness
Figure 12: Age UK Kitchen Kings initiative, October 2017
Tech usage
Over two thirds of over-55s are smartphone users
Figure 13: Personal technology product ownership, all vs over-55s, April 2018
Facebook proves most popular social media platform
Figure 14: Recent social media network usage, by age, April 2018
Finances
Over-65s boast strongest financial situation…
Figure 15: Trends in how respondents would describe their current financial situation, by age, June 2018
…while 55-64s see their finances squeezed
Figure 16: Young adults aged 20-34 living with their parents, 1997-2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Third age careers
Ageless style
Premium travel options for older travellers
Promoting health in advertising
Financial pressures drive engagement with special offers
Open to diversity
A “tech-shy” reputation
Online holiday market
A strong preference for in-store grocery shopping
AM I TOO OLD?
Third age careers
Figure 17: Things the over-55s feel too old to do, by age, June 2018
Ageless style
Figure 18: May Musk for CoverGirl, September 2017
Stylish senior men
Figure 19: Proportion of over-55s who feel too old to follow the latest beauty and fashion trends, by age and gender, June 2018
Tailoring fitness clubs to the needs of the elderly…
…and expanding the athleisure movement
Figure 20: Athleta leisure and sportswear, March 2018
Premium travel options for older travellers
APPEALING TO THE OVER-55S IN ADVERTISING
Promoting health in advertising
Figure 21: Factors the over-55s find most engaging in advertising, by age, June 2018
Figure 22: Nuffield Health ‘Built Around You’ campaign, December 2017
Financial pressures drive engagement with special offers
Open to diversity
Figure 23: Factors the over-55s find most engaging in advertising, June 2018
Figure 24: Amazon Christmas advert 2016, November 2016
Charitable opportunities
Figure 25: Knorr charity click initiative, April 2018
COMMON STEREOTYPES
Stuck in their ways
Figure 26: Most common stereotypes about the over-55s, June 2018
But what if they really are stuck in their views?
Figure 27: Heineken ‘Worlds Apart’ campaign, April 2017
Younger seniors reject “tech-shy” stereotype
Figure 28: Most common stereotypes about the over-55s, by age, June 2018
Advertising stereotypes fail to engage
ONLINE VS OFFLINE PREFERENCES
Online holiday market
Figure 29: Online vs offline preferences for booking a holiday and finding new recipes, by age, June 2018
A strong preference for in-store grocery shopping
Figure 30: Online vs offline preference for buying groceries, by age, June 2018
Bolstering the in-store experience
Figure 31: Online vs offline preference for buying non-groceries, by age, June 2018
BARGAIN HUNTERS
Most shop around for deals…
Figure 32: Bargain-hunting behaviours of the over-55s, by age, June 2018
…but just 35% use the internet to do so
CHARACTER CHANGES
A more relaxed state of being…
Figure 33: Changes in character as people have got older, June 2018
…and a more relaxed mindset
Increasingly thrifty
Repositioning loneliness
Figure 34: Proportion of over-55s who describe themselves as having become more “lonely” and/or “sociable”, by age and gender, June 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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