Table of Contents
Overview
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- Key issues covered in this Report
- COVID-19: Market context
- Impact of the January lockdown and the vaccination rollout
- Economic and other assumptions
Executive Summary
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- Impact of COVID-19 on the over-55s
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- Figure 1: Short, medium and long-term impact of COVID-19 on the over-55s, January 2021
- The market
- A growing population of over-55s
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- Figure 2: Trends in the age structure of the UK population, 2015-25
- The Consumer
- The over-55s amongst the most worried about exposure to the virus and changes to lifestyle
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- Figure 3: Concern surrounding exposure to the COVID-19 virus, by age, 8-12 January 2021
- COVID-19 boosts travel anxiety
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- Figure 4: Impact of COVID-19 and UK lockdowns on the over-55s’ views surrounding selected topics and activities, August 2020
- Dementia remains the group’s top concern
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- Figure 5: Over-55s’ top concerns for their future, May 2017 and August 2020
- An encouragingly diverse group of friends
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- Figure 6: Diversity within the over-55s’ friendship groups, August 2020
- Over-55s have stronger finances than younger generations
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- Figure 7: How respondents would describe their financial situation, by age, January 2021
- Low levels of fitness club usage
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- Figure 8: Frequency and participation in selected leisure activities pre-COVID, August 2020
- A boost in online shopping for the over-55s during lockdown
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- Figure 9: Technology behaviours of the over-55s, August 2020
Issues and Insights
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- Fear of COVID-19 exposure causes increased health anxiety amongst the over-55s
- Social distancing measures increase loneliness levels
The Market – Key Takeaways
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- A growing population of over-55s
- Living a longer life but with poor health?
- Almost three quarters of over-55s qualify as overweight or obese
- Usage of social media types
Market Drivers
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- A significant population…
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- Figure 10: Trends in the age structure of the UK population, 2015-25
- …that continues to grow
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- Figure 11: Population, by age, UK, 1966-2041
- Living a longer life but with poor health
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- Figure 12: Prevalence of longstanding conditions, by age, England, 2017-18
- Almost three quarters of over-55s qualify as overweight or obese
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- Figure 13: Adults' body mass index (BMI), overweight and obesity prevalence, by age, England, 2018
- Over-55s account for vast majority of COVID-19 deaths
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- Figure 14: Total provisional figures on deaths registered where coronavirus (COVID-19) was mentioned on the death certificate in England and Wales, by age and gender, 3 January 2020-1 January 2021
- Usage of social media types
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- Figure 15: Social media networks accessed in the last three months, by age and gender, March 2020
The Consumer – Key Takeaways
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- High levels of concern surrounding exposure boost travel anxieties
- Technology usage during lockdown boosts online confidence
- Dementia remains leading age-related concern
- COVID-19 leads to increased concern surrounding other health conditions
- Self-isolation boosts loneliness concerns
- Over-55s enjoy diverse friendship groups
- The most financially strong and positive generation
- Make physical health a priority
- Opportunities for online streaming platforms to improve engagement
- COVID-19 accelerates ecommerce uptake
The Impact of COVID-19 on Lifestyles of the Over-55s
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- Exposure anxiety high among over-55s
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- Figure 16: Concern surrounding exposure to the COVID-19 virus, by age, 8-12 January 2021
- Over-55s remain anxious out of home
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- Figure 17: Level of comfort for over-55s on selected activities, 10-19 November 2020
- COVID-19 boosts travel anxiety…
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- Figure 18: Impact of COVID-19 and UK lockdowns on the over-55s’ views surrounding selected topics and activities, August 2020
- …underpinning the need for reassuring campaigns
- Lockdown leads to less pressure surrounding appearance
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- Figure 19: I have felt less pressure about my appearance during the lockdown than I did before the COVID-19 outbreak, by age and gender, August 2020
- Technology usage during lockdown boosts online confidence
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- Figure 20: I have become more confident using online communication during the lockdown compared to before the lockdown, by age and gender, August 2020
Health and Lifestyle Concerns of the Over-55s
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- Dementia remains top concern…
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- Figure 21: Over-55s’ top concerns for their future, May 2017 and August 2020
- …paving the way for continued focus in advertising
- COVID-19 leads to increased concern surrounding other health conditions…
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- Figure 22: Over-55s who cite one of their top concerns as ‘other health problems’, May 2017 and August 2020
- …posing further opportunities for VMS and fortified foods…
- …and even household care brands
- Fraudsters become less of a worry
- Loneliness remains a key concern
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- Figure 23: Over-55s who cite one of their top concerns as loneliness, by age and gender, August 2020
- Anti-loneliness to remain important theme for brands
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- Figure 24: Cadbury’s and Age UK Donate your words campaign, September 2020
The Over-55s and Their Friendship Circles
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- An encouragingly diverse group
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- Figure 25: Diversity within the over-55s’ friendship groups, August 2020
- Social media may provide a solution to high levels of loneliness
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- Figure 26: Friendship statements relating to the over-55s, August 2020
The Over-55s and Their Finances
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- Over-55s have stronger finances than younger generations
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- Figure 27: How respondents would describe their financial situation, by age, January 2021
- Over-55s remain positive about future finances
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- Figure 28: Consumer sentiment for the coming year, by age, January 2021
- Over a third are financially better off than they would have thought
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- Figure 29: Over-55s’ views on their financial situation, August 2020
- Those with weaker financial confidence typically have more negative financial expectations
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- Figure 30: Over-55s’ views on their current finances, by financial situation, August 2020
Over-55s and Their pre-COVID-19 Lifestyles
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- Low pre-pandemic gym attendance levels
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- Figure 31: Frequency and participation in selected leisure activities pre-COVID, August 2020
- A third of over-55s visited the cinema pre-COVID-19
- Shopping for groceries in-person falls due to exposure concerns
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- Figure 32: Frequency and participation in selected leisure activities pre-COVID, August 2020
- Reassurance is key in attracting the over-55s back into restaurants post-COVID-19
- Position spa and salon treatments as health treatments
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- Figure 33: Frequency and participation in selected leisure activities pre-COVID, August 2020
Technology Activities of the Over-55s
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- A boost in online shopping for the over-55s during lockdown
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- Figure 34: Technology behaviours of the over-55s, August 2020
- Over half of over-55s now accessing social media
- Video calling sees a boost in popularity thanks to social distancing
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- Figure 35: Alcove’s Video Carephone Tablet
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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