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Lifestyles of the Sandwich Generation - UK - March 2015

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Multi-generational households are on the rise
Figure 1: Trends in the number of multi-generational households in the UK (in 000s), 1996-2014
Majority of Sandwichers balancing work with care
Figure 2: Employment status of sandwich generation adults, November 2014
Seven in ten provide day-to-day care for parents
Figure 3: Types of care provided for parents, November 2014
Extended family units
Figure 4: Sandwich Generation lifestyle attitudes, November 2014
Nearly a quarter interested in getting more healthcare information for ageing parents
Figure 5: Interest in new products and services, November 2014
What we think
ISSUES AND INSIGHTS
Lack of ‘me-time’ puts added pressure on Sandwichers
The facts
The implications
Bringing multi-generational families together
The facts
The implications
Supporting the supporters
The facts
The implications
TREND APPLICATION
Trend: Man in the Mirror
Trend: Who are the Joneses?
Trend: Cam Cam
MARKET DRIVERS
Key points
Ageing population drives size of Sandwich Generation
Figure 6: Trends in the age structure of the UK population, 2009-19
Increase in age of mother at first birth
Figure 7: Average age of mothers and mean age of mother at first birth, England and Wales, 1990-2013
Increase in multi-generational households
Figure 8: Trends in the number of multi-generational households in the UK (in 000s), 1996-2014
Workplace flexibility
Figure 9: Employment status of sandwich generation adults, November 2014
Negative sentiment surrounding care homes
Figure 10: Attitudes to residential care, July 2014
THE CONSUMER – TYPES OF CARE PROVIDED FOR PARENTS
Key points
Seven in ten provide day-to-day care for parents
Figure 11: Types of care provided for parents, November 2014
Men more likely to provide care for parents
Figure 12: Types of care provided for parents, by demographics, November 2014
Over two thirds of Sandwich Generation responsible for general wellbeing of parents
Financial supporters prove the most stretched
Figure 13: Types of care provided for parents, all Sandwich Generation versus financial supporters (net), November 2014
THE CONSUMER – SANDWICH GENERATION LIFESTYLE ATTITUDES
Key points
Sandwichers bring families together
Figure 14: Sandwich Generation lifestyle attitudes, November 2014
Nearly four in 10 take time out of work to look after children or parents
Figure 15: Agreement with the statement “Have you had to take time out of work to look after either your/your partner’s parent(s) or your children in the last 12 months?”, by demographic groups, November 2014
Sandwich generation tight on personal time
Figure 16: Agreement with the statement “Do you have much free time for yourself?”, by demographics, November 2014
THE CONSUMER – INTEREST IN NEW PRODUCTS AND SERVICES
Key points
Nearly a quarter interested in getting more healthcare information for ageing parents
Figure 17: Interest in new products and services, November 2014
Growth in technological monitoring devices
Opportunity for more wearable tech
Figure 18: Example of grandCARE Systems package, February 2015
Offering more support to help children fly the nest
APPENDIX – MARKET DRIVERS
Figure 19: Age-specific fertility rates*, England and Wales, 1990-2013
Figure 20: Live births by age of mother, England and Wales, 1990-2013

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