Refusing to Grow Old Gracefully - UK

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2009 - 143 Pages

Table of Contents

ISSUES IN THE MARKET

FUTURE OPPORTUNITIES

THE TRAVEL BUG

Looking for adventure

The ‘extended family’ break

MUSICAL YOUTHFULNESS

You’re never too old

HOUSE SHARE

MOVING ONLINE

LIFESTYLE SECTOR IN BRIEF

Carrying On As Usual (40% of respondents)

How to reach them:

Life Is For Living (13% of respondents)

How to reach them:

Internet Embracers (12% of respondents)

How to reach them:

Keeping Up Appearances (16% of respondents)

How to reach them:

Chilling Out (19% of respondents)

How to reach them:

SETTING THE SCENE: THE LIVES OF OVER-45S TODAY

A force to be reckoned with…

Working lives

Family lives

LIFE AFTER 45: HOW DOES IT CHANGE?

Key points

All change?

Figure 1: Change in lifestyle compared with five years - over-45s, by gender, 2009

The larger picture

Figure 2: Lifestyle change typlogy groups, July 2009

Carrying On As Usual (40% of respondents)

Who are they?

Life Is For Living (13% of respondents)

Who are they?

Internet Embracers (12% of respondents)

Who are they?

Keeping Up Appearances (16% of respondents)

Who are they?

Chilling Out (19% of respondents)

THE HIGHS AND LOWS OF GETTING OLDER

Family/relationships

Children growing up

Grandchildren

Relationships

Freedom

Freedom from family

Freedom from work

Freedom from financial worries

Losing a role?

Relationship regrets

Retirement blues

Not all rosy on the financial front

Health concerns

Growing old gracefully?

YOUNG AT HEART?

Key points

Old vs Young

How far will they go to keep young?

Figure 3: Activities tried in past/willing to try in future - male over-45s, 2009

Figure 4: Activities tried in past/willing to try in future - women aged over 45, 2009

Ambition vs Reality

Lost causes (If they haven’t tried it by now, they never will)

Dreams for the future

Figure 5: Lost causes versus dreams for the future - over-45s, 2009

Growing old gracefully?

FINANCIALLY SPEAKING…

Key points

For richer, for poorer…

Figure 6: Agreement with the attitudinal statement ‘I’m perfectly happy with my standard of living’, by age group, 2009

Figure 7: Trends in ownership of investments - over-45s, 2005-09

Figure 8: Ownership of investments, by age group, 2009

Figure 9: Agreement with the attitudinal statement ‘I’m perfectly happy with my standard of living’ - over- 45s, 2005-09

Figure 10: Home ownership: over-45s, 2009

Figure 11: Pension arrangements - over-45s, by age group, 2009

Growing old gracefully?

TECHNOLOGY

Key points

Getting online when you are getting on…

Figure 12: Internet usage, by over-45s, 2009

Figure 13: Internet usage by men and women aged over 45, by age group, 2009

Figure 14: Reference to the internet before making a purchase - over-45s, 2005-09

Social networking and communication

Figure 15: Membership of social networking sites - over-45s, gender, age and internet usage, 2009

Figure 16: Membership of social networking sites - over-45s, by typology groups, 2009

Mobile phones

Have wheels…

Figure 17: Car ownership: Over-45s, 2009

Figure 18: Activities tried in past/willing to try in future - over-45s, 2009

Growing old gracefully?

LEISURE INTERESTS: MORE OF THE SAME, OR SOMETHING NEW?

Key points

PASSIONS AND PASTIMES

Figure 19: Interests/passions/pastimes compared with five years ago - over-45s, by demographics, 2009

Figure 20: Interests/passions/pastimes compared with five years ago - men and women aged over 45, by demographics, 2009

Figure 21: Top hobbies, interests and outdoor activities - over-45s, 2009

Free to have fun?

Figure 22: Likelihood of doing things on the spur of the moment, compared with five years ago - over-45s, by demographics, 2009

Growing old gracefully?

LIFELONG LEARNING

Key points

CLASSES AND COURSES

Figure 23: Interest in evening classes/educational courses - over-45s, by demographics, 2009

Figure 24: Interest in evening classes/educational courses - over-45s, by typology groups, 2009

Growing old gracefully?

MUSICAL YOUTHFULNESS: POPULAR CULTURE AND THE OVER-45S

Key points

INTEREST IN MUSIC AND CULTURE

Figure 25: Interest in popular culture, compared with five years ago - over-45s, by demographics, 2009

Figure 26: Interest in pop/rock music - over-45s, by demographics, 2009

Figure 27: Interest in pop/rock music - current and future - over-45s, by gender, 2009

Figure 28: Interest in pop/rock music - current and future- over-45s, by typology group, 2009

Figure 29: Trends in attendance at cultural events- over-45s, 2005-09

Figure 30: Attendance at cultural events, by age group, 2009

Figure 31: Attitude towards listening to new bands, by age group, 2009

Figure 32: Attitude towards listening to new bands - over-45s, 2005-09

OTHER CULTURAL ACTIVITIES

Growing old gracefully?

THE TRAVEL BUG

Key points

ARE THEY TRAVELLING MORE?

Figure 33: Those who travel more than they did five years ago (for work and/or pleasure, UK or abroad) - over-45s, by age, socio-economic group and internet usage, 2009

Figure 34: Those who travel more than they did five years ago (for work and/or pleasure, UK or abroad) - men and women aged over 45, by demographics, 2009

Figure 35: ‘Trip of a lifetime’/extended travel - over-45s, by demographics, 2009

Figure 36: ‘Trip of a lifetime’/extended travel - over-45s, by typology group, 2009

Figure 37: Those with any interest in ‘trip of a lifetime’/extended travel - men and women aged over 45, by demographics, 2009

Figure 38: Trends in holiday-taking - over-45s, 2005-09

Figure 39: Holiday companions - over-45s, by age group, 2009

Figure 40: Holiday activities enjoyed, by age group, 2009

Growing old gracefully?

LOOKING GOOD…

Key points

DO THEY CARE HOW THEY LOOK?

Figure 41: Those who care as much about their appearance as they did five years ago - over-45s, by demographics, 2009

WHAT WILL THEY DO TO STAY LOOKING YOUNG?

Figure 42: Attitude towards the importance of keeping young-looking, by age group, 2009

Men

Figure 43: Activities tried in past/willing to try in future - men aged over 45, 2009

Figure 44: Trends in the use of face creams - men aged over 45, 2005-09

Figure 45: Use of face creams - men, by age group, 2009

Figure 46: Agreement with the attitudinal statement ‘Skincare products are for women, not men’ - over-45s by gender, 2005-09

Women

Figure 47: Activities tried in past/willing to try in future - women aged over 45, 2009

Figure 48: Beauty/grooming regimes - women aged over 45, by demographics, 2009

Figure 49: Trends in hair colouring - women aged over 45, 2005-09

Figure 50: Those who colour/tint/highlight their hair - women, by age group, 2009

Figure 51: Trends in use of anti-ageing skincare products - women aged over 45, 2005-09

Figure 52: Those who use anti-ageing skincare products - women, by age group, 2009

Figure 53: Activities tried in past/willing to try in future - over-45s, by typologygroup, 2009

Growing old gracefully?

STAYING HEALTHY

Key points

A COMMITMENT TO KEEPING FIT

Figure 54: Exercise regimes - over-45s, by demographics, 2009

Figure 55: Exercise regimes - over-45s, by typology groups, 2009

Figure 56: Trends in gym visiting, and ownership of bicycles and keep-fit equipment- over-45s, 2007-09

Figure 57: Ailments suffered from, by age group, 2009

Smoking and drinking

Figure 58: Smokers, by age group, 2009

Figure 59: Trends in smoking - over-45s, 2005-09

Figure 60: Trends in drinking alcohol - over-45s, 2005-09

Growing old gracefully?

LOOKING AHEAD

HOW DO THEY FEEL ABOUT GROWING OLD?

Figure 61: Agreement with the attitudinal statement ‘I am happy with my life as it is’, by age group, 2009

Figure 62: Happiness with life as it is now - over-45s, 2005-09

ARE THEY REALLY REFUSING TO GROW OLD GRACEFULLY?

LIFESTYLE TYPOLOGY GROUPS - SCENARIO FORECAST

Scenario 1: Static scenario

Figure 63: Lifestyle typology groups, by age and socio-economic group, 2009

Figure 64: Forecast of lifestyle typology groups, 2009-13

Scenario 2: Lifestyles remain the same

Figure 65: Lifestyle typology groups, by projected age group, assuming over-45s retain the same attitudes as they age, 2009

Figure 66: Forecast of lifestyle typology groups, 2009-13

Determining the most realistic scenario

APPENDIX - SETTING THE SCENE: THE LIVES OF OVER-45S TODAY

Figure 67: UK population, 2005-09

Figure 68: UK population, 2009-14

Figure 69: Demographic profile of over-45s, 2009

Figure 70: Adults living with their parents by age and gender, 2001-08

APPENDIX - LIFE AFTER 45: HOW DOES IT CHANGE?

Figure 71: Change in lifestyle compared with five years - over-45s, by gender, 2009

Figure 72: Typology groups, by demographics, July 2009

Figure 73: Typology groups, by the attitudinal statements used, July 2009

APPENDIX - TECHNOLOGY

Figure 74: Internet usage compared with five years ago - over-45s, by demographics, 2009

Figure 75: Reference to the internet before making a purchase, by age group, 2009

Figure 76: Membership of social networking sites - over-45s, by demographics, 2009

APPENDIX - LEISURE INTEREST: MORE OF THE SAME, OR SOMETHING NEW?

Figure 77: Selected hobbies, interests and outdoor activities, by age group, 2009

APPENDIX - THE TRAVEL BUG

Figure 78: Those who travel more than they did five years ago - over-45s, by demographics, 2009

Figure 79: Holiday habits, by age group, 2009

APPENDIX - LOOKING GOOD

Figure 80: Those who care as much about their appearance as they did five years ago -over-45s, by demographics, 2009

APPENDIX - STAYING HEALTHY

Figure 81: Trends in aids to health - over-45s, 2005-09

Figure 82: Aids to health, by age group, 2009

APPENDIX: RESEARCH METHODOLOGY

Abstract

The impact of today's grandparents who are Refusing to Grow Old Gracefully

The growing number of over-45s represents a force to be reckoned with! Today there are 25.7 million adults aged 45+ in the UK; by 2014, there will be another 2 million.

Indulging in life’s little luxuries gets easier with age. Although the financial circumstances of the over-45s vary, many feel better off having reached a stage in their life where there are fewer calls on their disposable income.

The travel bug bites hard among today’s over-45s, who often envy the backpacking adventures of their kids. A fifth of over-45s travel more than they did 5 years ago, while just under a third of 45-54-year-olds have ambitions to take-off on a trip of a lifetime.

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