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Over-40s Consumer - Market AssessmentPublished by: Key Note Publications Ltd Published: Jun. 1, 2005 Table of ContentsExecutive Summary 1. Introduction REPORT FOCUS DEFINITION 2. Strategic Overview DEMOGRAPHIC BACKGROUND Table 1: Age Distribution of Estimated Resident Population in the UK (000), June 2000-2003 Table 2: Over-40s Population as a Percentage of the Total Estimated Resident Population in the UK, June 2000-2003 Table 3: Age Distribution of Over-40s Estimated Resident Population in the UK by Gender (000), June 2003 Table 4: Over-40s Population as a Percentage of the Total Estimated Resident Population in the UK by Gender, June 2003 THE CONSUMER DEMOGRAPHIC FORECASTS Table 5: Projected Population of Adults Aged Under and Over 40 in the UK (000), June 2005-2009 Table 6: Projected Population of Adults Aged Over 40 by Age Group in the UK (000), June 2005-2009 3. Health and the Over-40s BACKGROUND Table 7: Self-Reported Illness by Sex and Age in Great Britain (%), 2003/2004 PRIVATE HEALTHCARE Table 8: Those With Private Health Insurance by Age Group (%), 2004 Table 9: Who Pays for Private Health Insurance by Age Group (%), 2004 Table 10: Those Who Have Paid in Full for Private Health Treatment (%), 2004 MARKETING AND ADVERTISING Table 11: Main Media Advertising Expenditure on Private Healthcare Insurance (£000), Years Ending December 2003 and 2004 4. Eating Habits of the Over-40s EXPENDITURE ON FOOD Table 12: Average Weekly Household Expenditure on Food and Non-Alcoholic Drink by Households Headed by Adults Over 50 (£), 2002-2003 FUNCTIONAL FOODS CONSUMER TRENDS Eating Habits Table 13: Factors Influencing Eating Habits by Age Group (%), 2004 Functional Foods Table 14: Attitudes Towards Healthy Eating and Functional Foods by Age Group (%), 2003 MARKETING AND ADVERTISING Table 15: Main Media Advertising Expenditure on Selected Functional Foods (£000), Years Ending December 2003 and 2004 5. Leisure and the Over-40s PARTICIPATION IN LEISURE ACTIVITIES Table 16: Participation in Selected Leisure Activities in the 4 Weeks Before Interview by Age Group (%), 2002-2003 Table 17: Participation in Selected Leisure Activities in the 4 Weeks Before Interview - Consumers Over 45 by Sex (%), 2002-2003 Table 18: Participation in Sports, Games and Physical Activities in the 4 Weeks Before Interview by Age Group (%), 2002-2003 Table 19: Participation in Selected Sports, Games and Physical Activities in the 4 Weeks Before Interview - Consumers Over 45 by Sex (%), 2002-2003 Table 20: Median Age of Adult Participants in Selected Sports, Games and Physical Activities in the 4 Weeks Before Interview by Age Group (years), 2002-2003 Table 21: Trends in Participation in Sports, Games and Physical Activities in the 4 Weeks Before Interview - Consumers Over 45 (%), 1987 and 2002† HOLIDAYS Table 22: Holidays Taken in Last 12 Months by Age Group (%), 2004 Table 23: Holidays Abroad in Last 12 Months by Age Group (%), 2004 Table 24: Holidays in Britain in Last 12 Months by Age Group (%), 2004 MARKETING AND ADVERTISING Table 25: Main Media Advertising Expenditure on Selected UK Holidays and Travel (£000), Years Ending December 2003 and 2004 Table 26: Main Media Advertising Expenditure on Selected Holidays Abroad (£000), Years Ending December 2003 and 2004 6. An International Perspective WORLDWIDE PROBLEMS OF AN AGEING POPULATION Table 27: Life Expectancy at Birth in Selected Countries (years†), Circa 1950 and 2003 Table 28: The World's 20 `Oldest' Countries, and the US (% aged 65 or over), 2004 Table 29: Percentage and Forecast Percentage of Population in `Older Age Groups' by Region, 2000, 2015 and 2030 GLOBAL ATTITUDES TO RETIREMENT Table 30: Attitudes Towards Retirement Among Retired and Working Respondents (%), 2004 7. PEST Analysis POLITICAL FACTORS Table 31: Voting Turnout in Parliamentary Elections in Great Britain by Age by Sex (%), 1970, 1983, 1997 and 2001 ECONOMIC FACTORS SOCIAL FACTORS TECHNOLOGICAL FACTORS Table 32: Adults Who Have Ever Used the Internet by Age Group (%), October 2000-2004 Table 33: Those Who Had Learned to Use New Technology at Work in the Previous 3 Years (%), 2002 Table 34: Ease of Learning to Use New Technology at Work in the Previous 3 Years (%), 2002 8. Consumer Dynamics OVERVIEW Table 35: Summary of Research (% of respondents), 2005 OVER-40S AND QUALITY OF LIFE I Am More Aware Of The Quality Of My Life Now Than I Was In My 20s (S1) Table 36: Over-40s and Quality of Life (% of respondents), 2005 OVER-40S AS CONSUMERS I Am More Selective Of What I Buy Now Than I Was 20 Years Ago (S2) I Would Like To See More Advertisers Using The Over-40s In Their Advertisements (S3) Table 37: The Over-40s as Consumers (% of respondents), 2005 CLOTHES AND FASHION I Am Satisfied With The Range Of Clothes Offered To Over-40s By High-Street Retailers (S4) Table 38: Attitudes Towards Clothing Available for the Over-40s (% of respondents), 2005 I Like Young And Modern Fashions (S5) I Spend A High Portion Of My Income On Clothes (S6) Table 39: Attitudes Towards Young Fashion and Spending on Clothes (% of respondents), 2005 OVER-40S AND HEALTHY EATING I Think A Balanced Diet Is Vital To A Healthier Lifestyle (S7) From A Health Point Of View I Always Pay Particular Attention To What I Eat (S8) Table 40: Attitude Towards Healthy Eating (% of respondents), 2005 I Do Not Think Convenience Foods Contain The Necessary Dietary Requirements (S9) Table 41: Attitudes Towards Convenience Foods (% of respondents), 2005 OVER-40S AND HEALTH I Have Had A Full Medical Check-Up In The Past 12 Months (S10) Table 42: Consumers Having Had a Full Medical Check-Up in the Past 12 Months (% of respondents), 2005 I Prefer Not To Use Medicines Available Over The Counter In A Chemist If I Can Possibly Avoid Doing So (S11) I Use Alternative Medicines And Therapies (S12) Table 43: Attitudes Towards Over-the-Counter and Alternative Medicines (% of respondents), 2005 OVER-40S AND HOLIDAYS I Take More Holidays And Short Breaks Now Than I Did 10 Years Ago (S13) If I Take A Holiday, I Like It To Be Adventurous Or Active (S14) Table 44: Holiday Habits and Those Who Like Active/Adventurous Holidays (% of respondents), 2005 I Am Satisfied With The Holidays That The Leisure Industry Offers To Over-40s (S15) If I Take A Holiday, I Like To Spend It In The Company Of People My Own Age (S16) Table 45: Attitudes Towards Holidays for the Over-40s (% of respondents), 2005 OVER-40S AND LEISURE ACTIVITIES I Like To Eat Out At Least Once A Month (S17) I Enjoy Going To The Theatre (S18) Table 46: Leisure Habits (% of respondents), 2005 9. Company Profiles INTRODUCTION AXA PPP HEALTHCARE LTD Corporate Strategy Advertising Profitability Table 47: Financial Results for AXA PPP Healthcare Ltd (£000), Years Ending 31st December 2002-2004 Current and Future Developments BUPA LTD Corporate Strategy Advertising Profitability Table 48: Financial Results for BUPA Ltd (£m), Years Ending 31st December 2001-2003 Current and Future Developments DANONE LTD Corporate Strategy Advertising Profitability Table 49: Financial Results for Danone Ltd (£000), Years Ending 31st December 2001-2003 Current and Future Developments SAGA GROUP LTD Corporate Strategy Advertising Profitability Table 50: Financial Results for Saga Group Ltd (£000), Years Ending 31st January 2002-2004 Current and Future Developments SHEARINGS HOLIDAYS LTD Corporate Strategy Advertising Profitability Table 51: Financial Results for Shearings Holidays Ltd (£000), Years Ending 31st December 2001-2003 Current and Future Developments UNILEVER BESTFOODS UK LTD Corporate Strategy Advertising Profitability Table 52: Financial Results for Unilever Bestfoods UK Ltd (£000), Years Ending 31st December 2001-2003 Current and Future Developments 10. The Future DEMOGRAPHIC FORECASTS Table 53: Projected Population of Adults Aged Under and Over 40 in the UK (000), Mid-Years 2005-2009 Table 54: Adults Aged Under and Over 40 as a Percentage of Projected Population in the UK (%), Mid-Years 2005-2009 Table 55: Projected Population of Adults Aged Over 40 by Age Group in the UK (000), June 2005-2009 11. Further Sources Associations Publications General Sources Government Sources Bonnier Information Sources AbstractGreater life expectancy and lower fertility are among the factors that have led to a gradual ageing of the UK population. By mid-2003, there were 820,000 more people aged over 40, and just over a million fewer people aged under 40, than there were in mid-2000. The total over-40 population stood at 28.3 million in June 2003, with particularly large increases having taken place among the 55 to 59 year-olds (the 'baby boom' generation born after the end of the Second World War) and among those in their early 80s, who have benefited from continuing improvements in health and social care, which have helped increase longevity. Health concerns tend to come to the fore when people reach middle age or beyond, leading to lifestyle changes with the aim of minimising the effect of the ageing process on health. Those in the 45 to 54 and 55 to 64 age groups are among the most likely to have private health insurance. An examination of the expenditure on food of households headed by people over 50 and above reveals a mixture of healthy eating habits (such as a high intake of fruit and vegetables) and those that are less healthy (such as a fondness for preserves). They also suggest a more traditional pattern of eating among these older households, with a greater reliance on the type of 'meat and two veg' meals that have generally become less popular. However, consumer research conducted for Key Note in 2004 showed that those in the over-55 age groups are willing to learn new eating habits and to change their diet in the face of greater awareness of dietary requirements. The original research commissioned for this report in spring 2005 endorsed this; a very high proportion of consumers over 40 are aware of the importance of a balanced diet for a healthier lifestyle and a large minority say that they always try to make sure that what they eat is healthy. It may be worrying for the convenience food industry that a fairly high proportion of over-40 year-olds (particularly those in the AB group) think that convenience foods do not contain the necessary dietary requirements. Over-40 year-olds are clearly keen to make the most of life, with two-thirds saying that they are now more aware of their quality of life than they were in their 20s. Nearly a third now take more holidays and short breaks than they did 10 years ago. Targeting the over-40s clearly presents many opportunities for marketers but it is important to be aware that they are astute consumers, who are unlikely to be fobbed off with inferior goods and services. For example, Key Note's research showed that more than six in ten say that they are now more selective about what they buy than they were in their 20s. Nearly three in ten respondents say that advertisers should use more people aged over 40 in their advertisements. Just a third of all over-40s say that they are perfectly happy with the clothing ranges available for their age group from high-street retailers; fewer than one in five are satisfied with the holidays offered to the over-40s by the travel industry. Key Note Market Assessments
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