Table of Contents
Executive Summary
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- The consumer
- Sociable and sunshine seniors
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- Figure 1: Life attitudes, November 2018
- Health is of most concern to the elderly
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- Figure 2: Daily activities, November 2018
- Strong potential for in-home food and beverages targeting the senior market
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- Figure 3: Categories seniors are willing to spend more money on, November 2018
- Assertive senior consumers
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- Figure 4: Purchase decision maker, November 2018
- Seniors suffer from chronic diseases
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- Figure 5: Health issues, November 2018
- Lack of action to tackle health issues
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- Figure 6: Measures taken to deal with health issues, November 2018
- What we think
Issues and Insights
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- Don’t underestimate seniors’ enthusiasm
- The facts
- The implications
- Potential for health and fitness wearables
- The facts
- The implications
- Senior travel market on the rise
- The facts
- The implications
The Market – What You Need to Know
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- Population in China continues to age
- Growing life expectancy
- Increasing disposable incomes for seniors
Market Factors
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- Increasing senior population in China
- Life expectancy gets increasingly longer
- Income of seniors growing steadily
The Consumer – What You Need to Know
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- Different generations still living together in some households
- Sunshine seniors
- Health receives the most attention
- Growing spending on in-home food and drinks
- Seniors make up their own minds
- Chronic diseases trouble seniors
- Not seeking solutions for health issues
Demographic Overview
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- The majority of seniors live with their partner
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- Figure 7: Living situation, November 2018
- 50% of survey seniors only have one child
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- Figure 8: Number of children, November 2018
- Most seniors over-55s have retired
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- Figure 9: Employment, November 2018
- Saving money to prepare for old age
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- Figure 10: Monthly personal income and saving, November 2018
Psychographic Overview
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- Strong and close family bonds
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- Figure 11: Relationship with partner and children, November 2018
- Positive and trendy seniors
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- Figure 12: Trendiness of seniors, November 2018
- Social butterflies
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- Figure 13: Social ability of seniors, November 2018
- Prudent shoppers
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- Figure 14: Attitudes towards shopping, November 2018
Daily Activities
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- Health paid most attention to
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- Figure 15: Daily activities, November 2018
- Traditional mindset of taking care of their grandchildren
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- Figure 16: Selected daily activities, by age group, November 2018
- Life online
Purchase Priorities
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- In-home food leads the over-55s spending increase
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- Figure 17: Categories seniors are willing to spend more money on, November 2018
- Older people in their 60s pay more attention to the choice of health products
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- Figure 18: Categories seniors are willing to spend more money on – health-related products, by age group, November 2018
- Seniors under 60 still care about their appearance
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- Figure 19: Selected categories seniors are willing to spend more money on, by gender and age group, November 2018
- Senior consumers in tier one cities have greater willingness to spend
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- Figure 20: Categories seniors are willing to spend more money on, tier one cities vs tier two or lower cities (as benchmark), November 2018
Purchase Decision Makers
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- Seniors main decision makers when shopping
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- Figure 21: Purchase decision maker, November 2018
- Husband and wife have different roles in purchase decisions
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- Figure 22: Purchase decision maker, by selected gender, November 2018
Health Issues
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- Chronic diseases trouble seniors
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- Figure 23: Health issues, November 2018
- Three highs worry high-income seniors
Health Management
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- Seniors do not actively seek treatment
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- Figure 24: Measures taken to deal with health issues, November 2018
- Function and utility should be highlighted through communication
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- Figure 25: Measures taken to deal with health issues - ‘eat more healthy’, November 2018
- Health supplements most used to treat osteoporosis
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- Figure 26: Measures taken to deal with health issues - ‘take health supplements’, November 2018
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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