Table of Contents
Executive Summary
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- The market
- Population of over-55s continues to grow
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- Figure 1: Trends in population of over-55s, 2014-24
- The consumer
- Home-life proves biggest source of happiness
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- Figure 2: How the over-55s feel about aspects of their personal, professional and family lives, May 2019
- Family time is over-55s’ top priority
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- Figure 3: Top priorities for the coming five years, September 2019
- Reflecting the active role of modern grandparents in advertising
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- Figure 4: What grandparents do for their grandchildren, September 2019
- Helping the over-55s refocus on their health
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- Figure 5: Health priorities for the over-55s, September 2019
- The delayed retirement trend looks set to grow
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- Figure 6: How long over-55s plan to remain in work, September 2019
- A need to keep earning…
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- Figure 7: Attitudes towards remaining in work, September 2019
- …but there are many personal benefits for staying in work too
- What we think
Issues and Insights
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- Helping the over-55s refocus on their health
- The facts
- The implications
- The importance of later life financial guidance
- The facts
- The implications
Demographic Overview – What You Need to Know
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- Population of over-55s continues to grow
- Obesity rates remain high amongst over-55s
- Alcohol consumption peaks amongst 65-74s
- Opportunity to drive activity levels
- Internet usage widespread amongst 55-74s
- Over-65s enjoy healthiest financial situation
Demographic Overview – The Market
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- Population of over-55s continues to grow
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- Figure 8: Trends in the age structure of the UK population, 2014-24
- Life expectancy inches up
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- Figure 9: Life expectancy at age 65 (years), by gender, England, 1996-98 to 2016-18
Demographic Overview – Health and Wellbeing
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- Obesity rates remain high amongst over-55s
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- Figure 10: Adults' body mass index (BMI), overweight and obesity prevalence, by age, England, 2017
- Alcohol consumption peaks amongst 65-74s
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- Figure 11: Estimated weekly alcohol consumption, by usage, 2013-17
- Fostering improved activity levels
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- Figure 12: Sport and physical activity levels, England, adults aged 16+, 2017-18
Demographic Overview – Tech Engagement
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- Internet usage widespread amongst 55-74s
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- Figure 13: Over-55 internet users, by gender and age,
- Over-55s’ tech ownership creeps up
- Could senior health solutions be wearables’ killer app?
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- Figure 14: Technology products personally owned, total population vs over-55s, June 2019
- YouTube poses marketing opportunity
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- Figure 15: Recent social media network usage, by age, May 2019
Demographic Overview – Financial and Political Outlook
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- Over-65s enjoy healthiest financial situation
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- Figure 16: Trends in how respondents would describe their current financial situation, by age, September 2019
- Brexit still proves cause for concern
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- Figure 17: The over-55s’ views on the impact of the EU referendum on the UK economy, September 2019
The Consumer – What You Need to Know
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- Home-life proves greatest source of satisfaction
- Helping the over-55s refocus on their health
- Reframing mental health for older audiences
- Family time is over-55s’ top priority
- Reflecting the active role of modern grandparents in advertising
- Eating for cognitive benefits
- Fitness as a solution to loneliness
- Over-55s delay retiring…
- …with a need to maintain income proving most common reason for doing so
- The personal benefits of staying in work
Satisfaction with Aspects of Life
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- Home-life proves biggest source of happiness…
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- Figure 18: How the over-55s feel about aspects of their personal, professional and family lives, May 2019
- … Posing opportunity for equity release market
- 24% of all over-55s unhappy with their physical health
- Reframing mental health for older audiences
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- Figure 19: How the over-55s feel about their “mental health”, May 2019
- Tackling self-image insecurities in older women
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- Figure 20: How the over-55s feel about their “appearance”, May 2019
Lifestyle Priorities
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- Family time is the top priority for over-55s
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- Figure 21: Top priorities for the coming five years, September 2019
- Travel for the whole family
- Helping the over-55s get fit
- Pro-relaxation messages just as important for over-55s
The Role of Grandparent
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- Reflecting the active role of modern grandparents in advertising
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- Figure 22: What grandparents do for their grandchildren, September 2019
- A multigenerational approach to getting fit
- Financial advice for grandparents
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- Figure 23: Proportion of grandparents that pay into their grandchildren’s’ savings accounts, by age and gender of respondent, September 2019
Health Priorities
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- Diet proves leading health focus
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- Figure 24: Health priorities for the over-55s, September 2019
- Eating for cognitive benefits
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- Figure 25: Examples of products launches carrying pro-brain health/function claims, January-September 2019
- Fitness as a solution to loneliness
Working Life of the Over-55s
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- Are the over-55s delaying retirement?
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- Figure 26: Working status of over-55s, September 2019
- Delayed retirement trend looks set to grow
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- Figure 27: How long over-55s plan to remain in work, September 2019
- Over-55s stay in work to maintain income…
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- Figure 28: Attitudes towards remaining in work, September 2019
- …but there are many personal benefits for staying in work too
- Making the most of the senior workforce
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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