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

Published by: Datamonitor

Published: Feb. 17, 2009 - 27 Pages

Table of Contents

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

Abstract

• 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.

• 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.

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