Home > Back to Publisher > Report Information

Aging Populations: Changing Personal Care Needs And Behaviors Of Senior Consumers

Datamonitor
February 17, 2009
27 Pages - SKU: DFMN2120018

Abstract Table of Contents Search inside this report Related Reports

Introduction

Senior consumers no longer see themselves as 'old', but instead see age as a badge of honor. Many assumptions about Seniors are being challenged, as social norms and circumstances change. With important consequences for the personal care market, taking care of appearance and health with personal care products affirms their commitment to aging well regardless of personal circumstances.

Scope

Identifies the key trends and core drivers of Seniors' rising importance in a number of global geographies and a variety of consumer markets.
Establishes the importance of key issues within each major personal care category with analysis ordered by category for easy reference.
Utilizes compelling and exclusive consumer survey material covering 15 major markets in Asia Pacific, Europe and the Americas.
Detailed recommendations and interpretation, offering practical strategies based on the trends and insights uncovered in the report.

Highlights

Globally, at least 90% of consumers in any age group attach a high level of importance to good personal hygiene. According to Datamonitor's 2008 consumer survey, Seniors are more likely to state it is important or very important as a factor in maintaining wellness and creating a feeling of wellbeing than any other age group.

A little over 70% of Young Adults globally are sufficiently concerned about economic downturn that they are beginning to make changes to their lifestyles to make their spending more financially sustainable. The proportion of Seniors who say they will make similar changes is appreciably lower at 55%.

For Seniors, the most important criteria in selecting personal care products is price, with more than 50% of all Seniors stating this factor exerts either a high, or very high level of influence on purchase decision. Price also becomes more important with age, growing further among late Seniors.

Reasons to Purchase

Gain an understanding of Seniors' specific underlying concerns and their preferences in the field of personal care products.
Use the latest evidence based insights to successfully launch and market products to capture the significant spending potential power of Seniors.
Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments.

Overview: Catalyst; Summary; Table of Contents; Table of figures; Table of tables
THE FUTURE DECODED: INTRODUCTION: A growing Seniors population seeking functionality and youthfulness is worthy of serving with targeted personal care products; It is doubtful that the full potential of Seniors demographic has been realized in personal care
TREND: The population aged 50 plus is expected to continue expanding: Seniors are an important group due to their sheer number; Seniors account for a large proportion of US and European society; Growth in the Seniors population in Asia-Pacific and other emerging markets is commercially appealing; Rising median age confirms the aging of society; Rising life expectancy, declining mortality rate and decreasing fertility rate are the main contributors; The number and market potential of Seniors cannot be ignored; Key takeouts and implications: the world population is getting older
TREND: The Senior population grouping consists of several different sub-cohorts: The US: Differences among the GI generation, silent generation and baby boomers need to be recognized; Baby boomers entering the 50-plus cohort could bring fundamental change to how 'aging' is defined; Japan: The dankai generation are re-defining the meaning of otona (adult); Beyond demographic groups: understanding where the generations are from is the key to communication; Key takeouts and implications: consumers in the 50-plus cohort are not all the same
TREND: Seniors' financial status heavily influences their purchasing behavior: Seniors are well attuned to the premiumization philosophy of 'less but better'; Aging population and the impact on wealth: grow old and rich, or old and poor?; The financial status of the 50-plus cohort is affected by their family stage; The recessionary environment should be a cause for concern among the 50-plus population; Seniors appear to less concerned with the economic downturn than younger age groups; The housing market downturn is an issue for many consumers including Seniors; Seniors have cut their trading up in food and drinks according to Datamonitor research; The alcoholic drinks market has seen little premiumization in 2008 with Seniors greatly affected; Seniors up-trading is reasonably robust in personal care categories; Seniors may change certain aspects of their lifestyles less than younger adults in the current economic environment; Key takeouts and implications: the purchasing power of the 50-plus age cohort is varied
INSIGHT: Seniors personal care product choice drivers differ from other age groups
Compared with other consumer age groups, Seniors are less affected by price and promotional offers: Promotional offers are less important than price for all consumers; However, price is the most important factor in purchase decisions for Seniors' personal care products; Natural ingredients are currently popular in personal care but Seniors have less favorable perceptions; Seniors are less likely to favor natural personal care products; Key takeouts and implications: anti-aging will remain the central growth opportunity in the skin care market
INSIGHT: Wellbeing and staying active are high on Seniors' priority list: Many in the 50 plus cohort regard themselves to be healthy and pay attention to safeguard their health; Staying socially connected could contribute to maintaining psychological health; The anti-aging attitude may be the main driver of the 50 plus cohort staying healthy and active; Key takeouts and implications: the 50-plus cohort is leading a more active life compared with their predecessors
INSIGHT: Seniors believe skin care is vital in slowing the aging process: Usage of skin care products of the 50 plus cohort could increase as Baby Boomers enter this segment; Anti-aging is a leading feature among skincare products; Seniors want to age well rather than avoid aging entirely; Seniors feel under less pressure to look good; Products offering anti-aging effects are expanding from facial care to other product categories; When surveyed, Seniors show different skin care needs and concerns from younger age groups; Seniors are most likely to take action on skin dryness and wrinkles; The unaddressed skin care issues that concern Seniors offer commercial growth potential; Seniors care little about acne, skin tone and greasy skin; Spending on skincare may be curbed due to distrust in product claims and recession; Make-up products are more often used as a beauty-enhancing option among Senior consumers; Key takeouts and implications: Younger Seniors are more likely to use skincare products compared with later life stage Seniors
INSIGHT: Haircare is considered a less important part of looking good for Seniors: Seniors are less concerned about haircare compared with issues linked to other product categories; Hair colorants could be used more often as an appearance-enhancing product when younger Baby Boomers enter the age cohort of 55 plus; Key takeouts and implications: usage of hair care products is low among Senior consumers
INSIGHT: Fragrance and deodorants could be used as a means to enhance appearance among Senior consumers: Body odor affects perception of appearance; Usage of fragrances decreases slightly as consumers age, but this might change due to the youth-seeking practices of later-born Baby Boomers who are now entering the 50 plus cohort; Personal hygiene products with a youthful smell could help to combat the aging odor problem; Key takeouts and implications: concern about aging odor could be tackled by the use of fragrance and personal hygiene products
INSIGHT: Seniors value good oral care for general health and quality of life: Oral care is becoming more important, as the 50 plus cohort pursues a more holistic view of health; Seniors profess to being motivated by functionality in oral care; Plaque build-up should be a continued area of focus in Seniors' oral care products; Industry research shows Seniors are motivated by dental aesthetics to some degree; Consumption of oral hygiene products among Senior consumers has scope for growth; Key takeouts and implications: oral care products have scope for growth in Senior's consumption
ACTION POINTS: ACTION: Make positive messages about aging and realistic role models core to appealing to the 50 plus cohort; Align products with Seniors' attitudes to healthy aging rather than anti-aging; Seniors need to be able to identify with products, and products have to meet the special needs of Seniors; Glorify age as a badge of honor rather than try to hide it; ACTION: Make skin care a priority in targeting Seniors; Make personal hygiene the base for good skin care; Target specific age groups with tailored skin care products; Serve the appearance needs of Seniors as well as functionality; Appeal to male Seniors with 'rugged manliness'; ACTION: Leverage functionality before appearance in oral care products; Use non-product specific societal marketing to improve oral health routines; Make plaque fighting the core of functional product attributes; Make gentleness a key feature of all oral care products; Make flossing more pleasant to encourage more Seniors to carry out this important dental task; Tackle Senior-specific oral hygiene issues such as dry mouths; Address the dental aesthetics needs of Seniors; ACTION: Address Seniors hair care concerns with age-specific ranges; Appeal to Seniors' hair care concerns with hair-fortifying, age-specific formulations; Celebrate age across unified, comprehensive product ranges
APPENDIX: Additional data; Definitions; Methodology; Further reading and references; Online resources / databases; Ask the analyst; Datamonitor consulting; Disclaimer
List of Tables: Table 1: Senior population (m) by country, US & Europe, 2002-2012; Table 2: Senior population (m) by country, Asia Pacific and emerging markets, 2002-2012; Table 3: Median age of world population across countries, 2002-2012; Table 4: Life expectancy, mortality rate and fertility rate across 18 countries in Europe, the Americas and Asia-Pacific, 1990-2006; Table 5: Consumer survey: level of influence on product choice exerted by various purchasing criteria, Seniors (Overall), in 15 countries across Europe, Asia-Pacific, South America and the US, 2008; Table 6: Consumption (US$ m) of skin care products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007; Table 7: Market value of anti-agers products in facial care market (US $ million), Asia Pacific, Europe, Brazil and the US, 2003-2007; Table 8: Consumer survey: Seniors' skin care concerns and current proactive responses by age and gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008; Table 9: Consumer survey: Seniors' skin care concerns and current non-reactive responses by age and gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008; Table 10: Consumer survey: Seniors' skin care absence of concerns by age and gender, Global, 2008; Table 11: Consumption (US$ m) of make-up products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007; Table 12: Consumer survey: Seniors' hair care concerns and current responses by age and gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008; Table 13: Consumption (US$ m) of hair care products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007; Table 14: Consumption (US$ m) of hair colorant products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007; Table 15: Consumption (US$ m) of fragrance products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007; Table 16: Consumption of personal hygiene products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007; Table 17: Consumer survey: Seniors' oral care concerns and current responses by age and gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008; Table 18: Consumption (US$ m) of oral hygiene products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007; Table 19: Consumption (US$ m) of mouthwash products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007; Table 20: Consumer survey: level of influence on product choice exerted by various purchasing criteria, Early Seniors (50-64), in 15 countries across Europe, Asia-Pacific, South America and the US, 2008; Table 21: Consumer survey: level of influence on product choice exerted by various purchasing criteria, Late Seniors (65+), in 15 countries across Europe, Asia-Pacific, South America and the US, 2008
List of Figures: Figure 1: External factors and Seniors' attributes are key to the Seniors Personal Care market; Figure 2: Personal hygiene matters most to Seniors; Figure 3: Seniors are less likely to notice new products; Figure 4: Baby boomers' lack of technophobia has contributed to the success of home entertainment technologies; Figure 5: Apple iPod is also popular among baby boomers; Figure 6: Media, including Internet websites and magazines, have turned their attention to the dankai generation and senior population in Japan; Figure 7: Seniors have felt less concerned by economic downturn in the first half of 2008; Figure 8: The housing market downturn is a concern for a third of all consumers; Figure 9: Mortgage affordability and smaller subsequent generations are now affecting Seniors; Figure 10: Seniors have traded up less than Young Adults in 2008; Figure 11: Seniors have been particularly slow to trade up in the on-trade in 2008; Figure 12: All consumers, including Seniors, have been keener to trade up when drinking at home in 2008; Figure 13: Personal care has been one of the markets that has most commonly experienced up-trading in 2008, but Seniors have lagged behind; Figure 14: Seniors have felt less concerned by economic downturn in the first half of 2008; Figure 15: Price is less of an issue in choosing personal care products for Seniors; Figure 16: Promotional offers have less effect than price on Seniors' purchase decisions; Figure 17: Seniors are skeptical about the health attributes of natural personal care products; Figure 18: Seniors are more skeptical about the efficacy of natural personal care products; Figure 19: Elixir news may become just one of many websites devoted to anti-aging news and information; Figure 20: Consumers do not necessarily buy more skin care products as they age; Figure 21: Seniors are reasonably happy with their age; Figure 22: Consumer survey: Young Adults are more likely to feel pressure to look good rather than Seniors; Figure 23: Consumer survey: beauty advertisements play a significant role in Young Adults self-consciousness, but Seniors are largely immune; Figure 24: DermaLastyl-m products are specifically anti-aging targeted at a range of skincare needs; Figure 25: Everyday pricing is likely to be more popular than premium products during recession; Figure 26: Anti-aging performance is moving into more products; Figure 27: Consumers aged between 45 and 54 use more make-up products compared with those aged 55 and above; Figure 28: 55+ consumer use fewer hair care products compared with their population weighting; Figure 29: The usage of hair colorant products is higher among consumers aged between 45 and 54; Figure 30: Usage of fragrance products in consumers aged 55 and above could increase if body odor problem becomes widely recognized; Figure 31: The consumption of personal hygiene products decrease as consumers age; Figure 32: Usage of male fragrance shows that older men are concerned about the problem of aging odor; Figure 33: Senior consumers tend to spend more on oral hygiene products; Figure 34: The usage of mouthwash products among consumers aged above 55 is higher in Australia, Japan and US; Figure 35: 40+ dental products allude to the vagaries of age complexity; Figure 36: Linea Mediterranea Action 50 products are clearly marketed to Seniors; Figure 37: Ageless positioning can appeal to a wide variety of consumers including Seniors; Figure 38: Anti-aging is a product concept that is prevalent in the skin care category.; Figure 39: Age-specific products will appeal to Seniors if their functionality is similarly targeted; Figure 40: Few skin care brands are positioned to serve Seniors before age 50 and long after; Figure 41: Make-up is important to may women of all ages; Figure 42: Masculine solutions are essential for male Seniors; Figure 43: The build-up of plaque needs to be a core focus of oral hygiene products; Figure 44: Senior-specific toothpastes need to be milder; Figure 45: Convenient floss products are needed to convince more Seniors to floss; Figure 46: Senior consumers are more likely to suffer from a dry mouth; Figure 47: Teeth whitening treatments have growth potential among younger Seniors; Figure 48: Schwarzkopf's age-specific Bonacure range targets mature hair; Figure 49: Dove's campaign for real beauty has paved the way for its Pro Age brand; Figure 50: Dove's innovative marketing and product range now targets Seniors more actively

Aging Populations: Changing Personal Care Needs And Behaviors Of Senior Consumers

Share this report

Other tasks

Research Assistance

Related Markets

Free Alert Me service