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

Content

• Overview
  • Catalyst
  • Summary
  • 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