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Marketing to Over-55s - China - March 2019

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The consumer
Sociable and sunshine seniors
Figure 1: Life attitudes, November 2018
Health is of most concern to the elderly
Figure 2: Daily activities, November 2018
Strong potential for in-home food and beverages targeting the senior market
Figure 3: Categories seniors are willing to spend more money on, November 2018
Assertive senior consumers
Figure 4: Purchase decision maker, November 2018
Seniors suffer from chronic diseases
Figure 5: Health issues, November 2018
Lack of action to tackle health issues
Figure 6: Measures taken to deal with health issues, November 2018
What we think
ISSUES AND INSIGHTS
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
Population in China continues to age
Growing life expectancy
Increasing disposable incomes for seniors
MARKET FACTORS
Increasing senior population in China
Life expectancy gets increasingly longer
Income of seniors growing steadily
THE CONSUMER – WHAT YOU NEED TO KNOW
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
The majority of seniors live with their partner
Figure 7: Living situation, November 2018
50% of survey seniors only have one child
Figure 8: Number of children, November 2018
Most seniors over-55s have retired
Figure 9: Employment, November 2018
Saving money to prepare for old age
Figure 10: Monthly personal income and saving, November 2018
PSYCHOGRAPHIC OVERVIEW
Strong and close family bonds
Figure 11: Relationship with partner and children, November 2018
Positive and trendy seniors
Figure 12: Trendiness of seniors, November 2018
Social butterflies
Figure 13: Social ability of seniors, November 2018
Prudent shoppers
Figure 14: Attitudes towards shopping, November 2018
DAILY ACTIVITIES
Health paid most attention to
Figure 15: Daily activities, November 2018
Traditional mindset of taking care of their grandchildren
Figure 16: Selected daily activities, by age group, November 2018
Life online
PURCHASE PRIORITIES
In-home food leads the over-55s spending increase
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
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
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
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
Seniors main decision makers when shopping
Figure 21: Purchase decision maker, November 2018
Husband and wife have different roles in purchase decisions
Figure 22: Purchase decision maker, by selected gender, November 2018
HEALTH ISSUES
Chronic diseases trouble seniors
Figure 23: Health issues, November 2018
Three highs worry high-income seniors
HEALTH MANAGEMENT
Seniors do not actively seek treatment
Figure 24: Measures taken to deal with health issues, November 2018
Function and utility should be highlighted through communication
Figure 25: Measures taken to deal with health issues - ‘eat more healthy’, November 2018
Health supplements most used to treat osteoporosis
Figure 26: Measures taken to deal with health issues - ‘take health supplements’, November 2018
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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