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Marketing to the Over-55s - UK - August 2017

Published By :

Mintel

Published Date : Aug 2017

Category :

Lifestyle

No. of Pages : N/A

Age-related stereotypes continue to pervade the advertising landscape, with depictions of the over-55s often perpetuating a model of senior life that is at odds with how most 55+-year-olds see themselves. Campaigns that align their representation of older people more closely with the age groups own assessment have the opportunity to not only engage better with the demographic, but to also help improve intergenerational understanding.
Table of contents

OVERVIEW
What you need to know
EXECUTIVE SUMMARY
The market
Appealing to the booming ageing population
Figure 1: Trends in the age structure of the UK population, 2016
54% of over-75s live alone
Focus on health; physical and mental
Financial situation split for the over-55s
The consumer
Over-55s focus on family
Figure 2: Words and phrases the over-55s use to describe themselves, May 2017
Onset of dementia proves top ageing concern
Figure 3: Over-55s top concerns for their future, May 2017
Encouraging the over-55s to try new types of exercise
Figure 4: Exercise habits of the over-55s, by age, May 2017
The social value of shopping in-store
Figure 5: Attitudes towards grocery shopping, by age, May 2017
Boosting socialising opportunities for seniors
Figure 6: Attitudes towards family and social life, by age, May 2017
What we think
ISSUES AND INSIGHTS
Reaching out to lonely seniors
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Booming ageing population
Over half of over-75s live alone
Focus on health
Over-65s fare well financially
MARKET DRIVERS
Demographic factors
Booming ageing population
Figure 7: Trends in the age structure of the UK population, 2016
Over half of over-75s live alone
Figure 8: Household size for the over-55s, by age, May 2017
Healthy living
Obesity rates highest amongst 55-64-year-olds
Figure 9: Body mass index (BMI), by sex and age, England 2015
Mental health becomes an increasing priority
The over-55s and technology
Over-65s tablet ownership eclipses the young
Figure 10: Technology product ownership, by age, December 2016
Finances of the over-55s
Encouraging seniors to delay retirement plans
Figure 11: Working status of the over-55s, by age and gender, May 2017
Over-65s fare well financially
Figure 12: Trends in how respondents would describe their financial situation, June 2017
THE CONSUMER WHAT YOU NEED TO KNOW
Over-55s focus on family
Changing perceptions of the elderly
56% fear developing dementia
Money worries rise for 55-64s
Encouraging the over-55s to try new types of exercise
The social value of shopping in-store
Bringing families together
Boosting socialising opportunities for seniors
HOW THE OVER-55S DESCRIBE THEMSELVES
Over-55s focus on family
Figure 13: Words and phrases the over-55s use to describe themselves, May 2017
Changing perceptions of the elderly
Figure 14: Words and phrases the over-55s use to describe themselves, by age, May 2017
Figure 15: Sun Life campaign, March 2017
Improving senior confidence with technology
Figure 16: Words and phrases the over-55s use to describe themselves, by gender, May 2017
Figure 17: Breezie tablet platform, April 2017
Giving back
FEARS FOR THE FUTURE
56% fear developing dementia
Figure 18: Over-55s top concerns for their future, May 2017
Money worries rise for 55-64s
Figure 19: Proportion of over-55s who are worried about not having enough money for the future, by age, May 2017
Retirement homes prove a disconcerting prospect
Figure 20: Proportion of over-55s who are worried about going into a retirement home in future, by age, May 2017
EXERCISE HABITS OF THE OVER-55S
Encouraging the over-55s to try new types of exercise
Figure 21: Exercise habits of the over-55s, by age, May 2017
Promoting exercise classes for seniors
Figure 22: Exercise habits of the over-55s, by gender, May 2017
Encouraging resistance training amongst over-55s
ATTITUDES TOWARDS GROCERY SHOPPING
The social value of shopping in-store
Figure 23: Attitudes towards grocery shopping, by age, May 2017
Avoiding the rush
Figure 24: Tescos relaxed checkout initiative, December 2017
ATTITUDES TOWARDS FAMILY AND SOCIAL LIFE
Friends prove important part of life for the over-55s
Figure 25: Attitudes towards friends, by age, May 2017
Boosting socialising opportunities for seniors
Figure 26: John Lewis Man on the Moon Christmas 2015 campaign, November 2015
Bringing families together
Figure 27: Attitudes towards family, by age, May 2017
The role of technology in bringing families together
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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