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Women Over 45

Published by: Key Note Publications Ltd

Published: Nov. 1, 2007 - 141 Pages


Table of Contents


1. Introduction

BACKGROUND

METHODOLOGY

DEFINITION

2. Strategic Overview

DEMOGRAPHIC BACKGROUND

Women in the Population

Table 1: Women as a Percentage of the Total UK Population by Age Group, Mid-Years 1981,1991, 2001, 2005 and 2006

Table 2: The Female Population in the UK by Age Group (million), Mid-Years 1981, 1991, 2001, 2005 and 2006

Table 3: The UK Population by Sex and Age Group (million), Mid-Years 1981, 1991, 2001 and 2006

Deaths

Table 4: UK Death Rates by Sex and Age (per 1,000 in age group), 1981, 1991, 2001, 2005, 2011 and 2021

WOMEN OVER 45 AND FAMILY

Marital Status

Table 5: Marital Status of Women in Great Britain (%), 2005

Living Alone

Table 6: People Living Alone by Sex and Age in the UK (%), 1986/1987 and 2005

Lone Parents

Table 7: Breakdown by Type of Household and Family in Great Britain (%), 1971, 1981, 1991, 2001 and 2006

Table 8: Fertility Rates by Age of Mother at Childbirth in the UK (live births per 1,000 women, 000 and number), 1971, 1981, 1991, 2001 and 2005

WOMEN OVER 45 AND EMPLOYMENT

Overview

Employment Rates

Table 9: UK Employment Rates by Sex (%), 1971, 1981, 1991, 2001 and 2006

Types of Employment

Table 10: Economic Activity and Inactivity Status by Sex and Age (000), 2006

Table 11: Employment Rates of People With and Without Dependent Children by Type of Work and Sex (%), 2006

Work and Gender Difference

Types of Work

Table 12: Socio-Economic Classification Based on Own Current or Last Job by Sex and Age (%), 2005

Part-Time Work

Table 13: Reasons for Economic Inactivity Among Women by Age (%) 2006

WOMEN OVER 45 AND MONEY

Individual Income

Table 14: Median Individual Total Income by Age and Sex (£ per week), 2004/2005

The Pay Gap

Table 15: The UK Pay Gap Between Men’s and Women’s Earnings (%), 2005

Table 16: Median Gross Weekly Earnings by Sex, Occupation and Age (£), 2006

Selected Forms of Wealth

Table 17: UK Adults Holding Selected Forms of Wealth by Sex and Age (%), 2004/2005

Working Beyond Retirement, and Pensions

Income at Retirement

Table 18: UK Pensioners’ Gross Average Weekly Income by Source (£), 2000/2001-2004/2005

Pension Membership

Table 19: Current Pension-Scheme Membership by Age and Sex (%), 2004/2005

Table 20: Current Membership of an Employer’s Pension Scheme by Sex (%),1983, 1993 and 2005

Trends in Work and Pensions

Welfare to Work

CONCLUSION

3. Women and Society

PARTICIPATION IN THE COMMUNITY

Volunteering

Table 21: People Participating in Voluntary and Community Activities by Age (%), 2001, 2003 and 2005

Home Care

Table 22: Intensity of Home Help/Home Care in England (%), 1996-2006

Table 23: Informal Care Received by Relationship to Care Provider (%), 2004/2005

Care Homes

GRANDPARENTS

SOCIAL ATTITUDES

Crime

Table 24: Percentage of Men and Women in England and Wales with High Levels of Worry About Crimes by Type by Age, 2006/2007

Anti-Social Behaviour

Table 25: Percentage of Men and Women in England and Wales Perceiving High Levels of Anti-Social Behaviour in their Local Area by Age, 2006/2007

Social Exclusion

Women in Positions of Social Authority

Table 26: UK Women’s Representation in Democratic Institutions (number and %), 2007

CONCLUSION

4. Health, Beauty and Fitness

HEALTH

Illness

Table 27: Self-Reported Illness by Sex and Age in Great Britain (per 1,000 population), 2005

Life Expectancy

Table 28: Life Expectancy, Healthy Life Expectancy and Disability-Free Life Expectancy at Birth by Sex (years), 1981 and 2002

Attitudes Towards Health

Table 29: Attitudes of Women Over 45 Towards Health (% of respondents), 2007

Mortality

Table 30: Mortality by Leading Cause and Sex (rate per million population), 1971, 1981, 1991, 2001 and 2005

Cancer

Table 31: 5-Year Survival Rates and Number of Cases — Major Cancers in England and Wales, and in England by Sex (% and number), 1996-1999 and 1998-2001

Diet and Obesity

Table 32: Body Mass Index of English Population by Sex and Age (%), 2005

BEAUTY

Anti-Aging

Cosmeceuticals

Cosmetic Surgery

Spending on Beauty Products

Table 33: Weekly Household Expenditure on Beauty Treatments and Products (£ and £m), 2005/2006

FITNESS

Participation in Physical Activity

Table 34: Women’s Participation in the Top Ten Sports, Games and Physical Activities in England by Sex and Age (%), 2005/2006

Attitudes Towards Physical Fitness

Table 35: Attitudes Towards Exercise (% of respondents), 2007

5. Lifestyle and Leisure

SPENDING TIME WITH THE FAMILY

Table 36: Attitudes of Women Over 45 Towards Leisure Time (% of respondents), 2007

EXPENDITURE ON RECREATION AND CULTURE

Table 37: Average Weekly Household Expenditure on Recreational and Leisure Goods by Age of Household Reference Person (£), 2005/2006

Leisure Activities

Table 38: Average Weekly Household Expenditure on Recreational and Cultural Services by Age of Household Reference Person (£), 2005/2006

ATTENDANCE AT ARTS EVENTS

Table 39: Major Reasons for Attending an Arts Event by Age Group (%), 2005/2006

NEWSPAPERS, BOOKS AND STATIONERY

Table 40: Average Weekly Household Expenditure on Newspapers, Books and Stationery by Age of Household Reference Person (£), 2005/2006

Table 41: Top Titles for Women’s Weekly Magazines in the UK by Average Circulation, 1st January-30th June 2007

HOLIDAYS

Table 42: Average Weekly Household Expenditure on Package Holidays by Age of Household Reference Person (£), 2005/2006

RESTAURANTS AND HOTELS

Table 43: Average Weekly Household Expenditure on Restaurants and Hotels by Age of Household Reference Person (£), 2005/2006

6. Marketing to the Older Woman

OVERVIEW

FINANCE

LIFESTYLE

FASHION

BEAUTY

TECHNOLOGY

ENTERTAINMENT

MARKET FORECASTS

Low-Fat and Reduced-Sugar Foods

Table 44: The Forecast Low-Fat and Reduced-Sugar Foods Market by Sector by Value at Current Prices (£m at rsp and %), Years Ending December 2007-2010

Clothing Retailing

Table 45: The Forecast Total UK Clothing Retailing Market by Sector by Value at Current Prices (£m at rsp), 2007-2011

Cosmetics and Fragrances

Table 46: The Forecast UK Cosmetics and Fragrances Market by Sector by Value at Current Prices (£m at rsp), 2007-2011

7. An International Perspective

OVERVIEW

EMPLOYMENT

The EU

The Global Market

OTHER ISSUES

Income in Later Life

Social Exclusion and Poverty

Age Discrimination

Lifelong Learning

8. PEST Analysis

POLITICAL FACTORS

SOCIAL AND ECONOMIC FACTORS

Overview

Equity-Release Schemes

Benefits

TECHNOLOGICAL FACTORS

Overview

Internet Use

9. Consumer Dynamics

INTRODUCTION

HEALTH AND FITNESS

Attitudes Towards Health

Table 47: Attitudes of Women Over 45 Towards Health (% of respondents), 2007

Attitudes Towards Physical Fitness

Table 48: Attitudes of Women Over 45 Towards Exercise (% of respondents), 2007

SPENDING TIME WITH THE FAMILY

Table 49: Attitudes of Women Over 45 Towards Leisure Time (% of respondents), 2007

FINANCIAL SITUATION

Financial Security

Pension Cover

Table 50: Women Over 45 — Financial Security and Pension Cover (% of respondents), 2007

PERSONAL SPENDING

Spending on Family and Treating Oneself

Table 51: Women Over 45 — Spending on Family and Treating Oneself (% of respondents), 2007

BEREAVEMENT AND HEALTH PROBLEMS

Bereavement

Health Problems

Table 52: Women Over 45 — Bereavement and Health Problems (% of respondents), 2007

KEEPING IN TOUCH

Taking an Interest in the World

Going Out With Friends

Table 53: Women Over 45 — Taking an Interest in the World and Going Out With Friends (% of respondents), 2007

HOLIDAYS

Taking More Holidays and Short Breaks

Holidaying Abroad

Table 54: Women Over 45 — Taking More Holidays and Short Breaks, and Holidaying Abroad (% of respondents), 2007

APPEARANCE AND SHOPPING

Appearance

Shopping

Table 55: Women Over 45 — Appearance and Shopping (% of respondents), 2007

CONCLUSION

10. The Future

FORECASTS

Market Size

Table 56: Household Expenditure by Age of Household Reference Person — UK Market Size and Forecast by Age Group (£bn), 2003/2004-2007/2008, 2011/2012 and 2020/2021

Population

Table 57: Forecast UK Population by Sex and Age (000), 2011 and 2021

THE FUTURE FOR OLDER WOMEN

Table 58: Historic and Projected Life Expectancy for Men and Women at Birth in the UK, 2001-2020

11. Consumer Confidence

METHODOLOGY

KEY FINDINGS THIS QUARTER

THE WILLINGNESS TO BORROW

Confidence Improves

Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007

Willingness to Borrow Slips Slightly

Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), February 2006-2007

SPENDING FROM SAVINGS

Slight Increase in Spending from Savings

Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007

Saving Grows in Relative Importance

Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), February 2006-2007

12. Further Sources

Associations

Publications

General Sources

Government Sources

Bisnode Sources

Key Note Research

The Key Note Range of Reports

Abstract

As at mid-2006, women aged over 45 made up 21.2% of the UK population. This percentage is forecast to grow to 22.6% by 2012, and to 23.9% by 2021. This section of the population is made up of women with very different experiences of life — the older groups with experience of post-war austerity and the younger groups with `baby-boomer' expectations of a comfortable and materially well-provided for, and long, life.

Financial expectations are different — the number of women in the 75-plus age bracket is 60.3% greater than that of men in this age group. Women have a much longer life expectancy than men, and many of them live alone on low incomes, largely dependent on the state pension. On the other hand, women in the 45 to 64 age groups have the highest average household expenditure of any age group currently in the UK.

Much of this income is self-generated: there are much higher levels of female employment in the UK now than there were a decade ago — and employment levels for part-time work, in particular, have soared. Many of these jobs have been taken up by older groups. However, women's median income is still much lower than men's, across all age groups, and many older women are still reliant on the income of a husband or partner for their lifestyle and level of affluence.

The Government is trying to encourage greater participation in the workplace by women — particularly in those areas traditionally associated with male employment and where there are skills shortages. The pay gap between men and women's earnings is still unacceptably wide and a large factor is women's occupational segregation into low-skilled, low-paid professions — so-called `female' roles.

The difficulties for older women in employment are not easy to unravel. Various factors, such as older motherhood, an increased need to be carers for aging parents, and young people living at home for longer, all make it more difficult and complicated for women to remain consistently in work and to build up their own pension provision. Pension membership among women has also increased over the past decade — for part-time workers, however, membership is still inadequate. Among women aged between 45 and 54, economic inactivity is still high — double that for men; the major reasons given for this among women are ill health but also the need to care for family and relatives. Key Note anticipates that, over the next decade, benefit reform will become a top agenda issue. The difficulties for people who want to work flexibly — for example, women carers, parents, and older people — will gain focus and lead to reforms, which will hopefully resolve the benefits/work conflicts and improve women's working and pension prospects.

Women's employment situation is, however, only one aspect of the overall picture of participation by older women in society. This report also highlights the fact that involvement in voluntary activities — either formal or informal volunteering — is actually increasing among older women (with a few exceptions). There is greater need for this as government care provision is becoming more targeted and more women are expected to care for elderly or sick relatives. The role of grandparents has also become more significant over the past few decades. Older women and men are more involved in looking after grandchildren while their parents work than were previous generations. So, while many older women are still not fully active in the workplace, their role in their community is still significant. Many working, and indeed non-working, women are also increasing their amount of caring or voluntary involvement, creating demands on themselves that previous generations did not perhaps experience.

Marketing to women over the age of 45 is, therefore, a complicated issue — since again, there is no `one group' to be precisely targeted. This report suggests that positive role models — perhaps using icons aged over 50 — could be a strong strategy, even for the financial-services industry. As equity-release schemes develop and more women look to their homes to supplement their income in old age, the need to target these women in positive and non-patronising ways is likely to gain currency. Within clothing retailing, for example, the use of older role models (most notably Twiggy by high-street retailer Marks and Spencer) has already proved highly successful. Unilever has also turned its attention to those aged over 45 — so-called `real women' — in its recent marketing of the Dove Pro Age range of skin, deodorant and haircare products. These trends are undoubtedly set to expand over the next decade as the current baby-boomer generation moves into retirement. The decade of the older woman — those aged over 50 and even over 60 — could soon be upon us.



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