Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The consumer
- Tapping the potential of Chinese seniors, beyond health
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- Figure 1: Activities on which over-55s like to spend more time in the next 12 months, December 2016
- Yet to take actions for chronic health issues
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- Figure 2: Health issues and different solutions, December 2016
- Healthy living is not considered to be difficult
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- Figure 3: Health belief and trust on online information, December 2016
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- Figure 4: Eating behaviours and preferred food choices, December 2016
- Figure 5: Perception on nutrition, December 2016
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- Figure 6: Opinions about staying young, December 2016
- Figure 7: Role of physical examinations, December 2016
- Definition for “healthy food”: less is the best
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- Figure 8: Important factors to define a healthy food, December 2016
- Healthy diet: routines and ingredients are both important
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- Figure 9: Ways to achieve a healthy diet, December 2016
- Traditional channels remain the highest relevance
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- Figure 10: Changes in shopping channels in the past 12 months, December 2016
- Conventional but more open-minded
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- Figure 11: Desired image to the outside world in word cloud, December 2016
- Three types of seniors
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- Figure 12: Consumer segmentation based on their attitudes towards life, December 2016
- What we think
Issues and Insights
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- Working past retirement age to support the offspring
- The facts
- The implications
- Caring for the senior’s emotional wellbeing
- The facts
- The implications
- Accommodating to seniors’ special shopping habits
- The facts
- The implications
- Marketing communications should target not only senior consumers but also their children
- The facts
- The implications
Demographic Overview
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- Changing to a more complex demographic picture
- A significant proportion of young seniors are not protected by pension
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- Figure 13: Pension situation, by age and gender. December 2016
- A considerable number of seniors stay in the workforce after retirement
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- Figure 14: Working status, by age and gender. December 2016
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- Figure 15: Comparison of working status of women aged 55-59 between 2015 and 2016, December 2016
- A strong desire to financially support their children
- Women, the unfairer sex?
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- Figure 16: Monthly personal income, by gender, December 2016
The Consumer – What You Need to Know
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- Being healthy, and more importantly, active
- Rising opportunity in metal health improvement
- Seeking familiarity and value-for-money options
- Going with the basics
- Traditional ways of selling rule
Life Priority
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- Health is the top priority
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- Figure 17: Activities on which over-55s like to spend more time in the next 12 months, December 2016
- Fun does not belong only to youths
- Active aging
- No more good sleep
- Working out is popular among seniors
- Sophisticated Seniors tend to live for themselves
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- Figure 18: Interested activities in the next 12 months, by consumer classification, December 2016
Health Issues and Solutions
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- Physical pain is a key health indicator
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- Figure 19: Health issues, December 2016
- Mental health is a ticking bomb
- Not very active in seeking treatments
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- Figure 20: Measures taken to deal with health issues, December 2016
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- Figure 21: Percentage of sufferers who take no measures for health issues, December 2016
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- Figure 22: Percentage of sufferers who take medicine for health issues, December 2016
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- Figure 23: Taking health supplement for health issues, December 2016
- Females are more sensitive to illnesses
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- Figure 24: Health issues, by gender, December 2016
- Target certain diseases at an early age
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- Figure 25: Comparison of health issues in 2015 and 2016, by age, December 2016
- Sophisticated Seniors are more health-conscious
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- Figure 26: Health issues, by consumer classification, December 2016
Attitudes towards Diets and Wellness
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- Not sweat over living healthily
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- Figure 27: Attitude towards health management, December 2016
- Like to eat in and eat familiar food
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- Figure 28: Eating behaviours, December 2016
- Just being familiar is not enough
- Healthy diets beat all
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- Figure 29: Preferred food choices, December 2016
- New meaning of “value for money”
- Limited knowledge about nutrition
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- Figure 30: Perception on nutrition, December 2016
- Sophisticated Seniors are more open to new health concepts
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- Figure 31: Perception on nutrition, by consumer classification. December 2016
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- Figure 32: Health management, by consumer classification. December 2016
Attitude towards Aging
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- Polarised opinions about aging
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- Figure 33: Opinions about staying young, December 2016
- “Transforming aging” group: old is not a word in my dictionary
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- Figure 34: Interested activities, by consumer classification, December 2016
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- Figure 35: Perception on healthy eating, by consumer classification, December 2016
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- Figure 36: Perception on nutrition, by consumer classification, December 2016
- Figure 37: Healthy eating habits and beliefs of transforming aging group when comparing to embracing old age group, December 2016
- “Embracing old age” group: happy with traditional, familiar ways
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- Figure 38: Life meaning and priority, by consumer classification, December 2016
- Figure 39: Perception on healthy eating, by consumer classification, December 2016
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- Figure 40: Healthy eating habits and beliefs, by consumer classification, December 2016
- A big impact of traditional culture and values on Sophisticated Seniors’ view on aging
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- Figure 41: Attitudes towards aging, by consumer type, December 2016
Healthy Diet Claims
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- Preferences are quite similar
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- Figure 42: Important factors to define a healthy food, December 2016
- Less is the best
- Natural beats organic
- Slowness and moderation equal safety
- Calorie concept is not widely accepted
- Provenance does not make a big difference
- Differences among demographics
- Sophisticated Seniors are less into “added/more” claims
Healthy Eating Habits
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- Freshness is the key to achieve healthiness
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- Figure 43: Ways to achieve a healthy diet, December 2016
- A good eating habit is of great importance
- Impact of gender, age and income
- Sophisticated Seniors don’t have any special tricks to eat healthily
Purchase Channels
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- Supermarket and food markets are the key channels
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- Figure 44: Changes in shopping channels in the past 12 months, December 2016
- Most desired features of retailers: location and value
- Online channels got potential
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- Figure 45: Trust on online information, December 2016
- Sophisticated Seniors are more open to modern ways of shopping
Ideal Image
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- Intend to hide from the crowd
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- Figure 46: Desired image to the outside world in word cloud, December 2016
- Living in the other people's eyes
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- Figure 47: Desired relationship with other people, December 2016
- Desired images are different between genders
- Sophisticated Seniors want to have a versatile life, rather than be more noticed and known
Psychographic Overview
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- Have a positive view on their lives
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- Figure 48: Any agreement (including strongly agree and agree) with the statement about attitude towards current life, December 2016
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- Figure 49: Strongly agree and agree on the statement that “it's a proud thing to stay healthy at my age”, by grandchild’s age, December 2016
- Will gradually adopt new things
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- Figure 50: Any agreement (including strongly agree and agree) with the statement about acceptance to new things, by gender, age and monthly household income, December 2016
- Conflicting behaviour in give their children more leeway
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- Figure 51: Any agreement (including strongly agree and agree) with the statement about expectation on children, December 2016
- Polarised attitudes towards money spending
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- Figure 52: Any agreement (including strongly agree and agree) with the statement about future financial plans, December 2016
Consumer Segmentation
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- Three types of over-55s
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- Figure 53: Consumer segmentation based on their attitudes towards life, December 2016
- New experience seekers (新体验追求者): from anti-aging to smart aging
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- Figure 54: Acceptance to new things, by consumer segment, December 2016
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- Figure 55: Attitude towards current life, by consumer segment, December 2016
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- Figure 56: Expectation on children, by consumer segment, December 2016
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- Figure 57: Future financial plans, by consumer segment, December 2016
- Tradition followers (传统坚守者): my children’s wellbeing matters most
- Struggling thrivers (奋力追赶者): tired of matching up to the changes
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- Figure 58: Expectation on children, December 2016
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- Figure 59: Perception on finance management of struggling strivers, December 2016
- Sophisticated Seniors tend to be New Experience Seekers
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- Figure 60: Consumer segmentation based on their attitudes towards life, by consumer type, December 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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