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Lifestyles of the Sandwich Generation - UK - March 2015

“As the Sandwich Generation grows, providing additional support to those caring for both children and parents, as well as providing them with opportunities to take time out for themselves, will be essential. But there is also value in bringing these multi-generational family structures together, allowing them to build strong emotional bonds and share important life-skills.”
– Jack Duckett, Consumer Lifestyles Analyst

This report discusses the following key topics:

  • Lack of ‘me-time’ puts added pressure on Sandwichers
  • Bringing multi-generational families together
  • Supporting the supporters

Today’s parents are increasingly under pressure to care for and support not only their offspring, but also their ageing parents, whilst holding down employment; leaving them ‘sandwiched’ between generations. The rise in age of first motherhood, substantial residential care and childcare costs, and a 65+-year-old population that will be verging on 12.5 million by 2019, are all set to compound the issue.

Whilst children may grow up and flee the nest eventually, the rapid increase of older adults is only likely to put more pressure on today’s Sandwich Generation; after all, the oldest demographics will continue to require ever more levels of care in coming years. This makes it crucial for brands and companies to look to support carers with the development of new technologies and services to help ease their lifestyles and provide them with some much-needed ‘me-time’.

This report looks at the level of support that adults in the Sandwich Generation provide for parents, their interest in new products and services, and more general lifestyle attitudes related to the care of children and/or parents.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Multi-generational households are on the rise
              • Figure 1: Trends in the number of multi-generational households in the UK (in 000s), 1996-2014
            • Majority of Sandwichers balancing work with care
              • Figure 2: Employment status of sandwich generation adults, November 2014
            • Seven in ten provide day-to-day care for parents
              • Figure 3: Types of care provided for parents, November 2014
            • Extended family units
              • Figure 4: Sandwich Generation lifestyle attitudes, November 2014
            • Nearly a quarter interested in getting more healthcare information for ageing parents
              • Figure 5: Interest in new products and services, November 2014
            • What we think
            • Issues and Insights

                • Lack of ‘me-time’ puts added pressure on Sandwichers
                  • The facts
                    • The implications
                      • Bringing multi-generational families together
                        • The facts
                          • The implications
                            • Supporting the supporters
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Man in the Mirror
                                      • Trend: Who are the Joneses?
                                        • Trend: Cam Cam
                                        • Market Drivers

                                          • Key points
                                            • Ageing population drives size of Sandwich Generation
                                              • Figure 6: Trends in the age structure of the UK population, 2009-19
                                            • Increase in age of mother at first birth
                                              • Figure 7: Average age of mothers and mean age of mother at first birth, England and Wales, 1990-2013
                                            • Increase in multi-generational households
                                              • Figure 8: Trends in the number of multi-generational households in the UK (in 000s), 1996-2014
                                            • Workplace flexibility
                                              • Figure 9: Employment status of sandwich generation adults, November 2014
                                            • Negative sentiment surrounding care homes
                                              • Figure 10: Attitudes to residential care, July 2014
                                          • The Consumer – Types of Care Provided for Parents

                                            • Key points
                                              • Seven in ten provide day-to-day care for parents
                                                • Figure 11: Types of care provided for parents, November 2014
                                              • Men more likely to provide care for parents
                                                • Figure 12: Types of care provided for parents, by demographics, November 2014
                                              • Over two thirds of Sandwich Generation responsible for general wellbeing of parents
                                                • Financial supporters prove the most stretched
                                                  • Figure 13: Types of care provided for parents, all Sandwich Generation versus financial supporters (net), November 2014
                                              • The Consumer – Sandwich Generation Lifestyle Attitudes

                                                • Key points
                                                  • Sandwichers bring families together
                                                    • Figure 14: Sandwich Generation lifestyle attitudes, November 2014
                                                  • Nearly four in 10 take time out of work to look after children or parents
                                                    • Figure 15: Agreement with the statement “Have you had to take time out of work to look after either your/your partner’s parent(s) or your children in the last 12 months?”, by demographic groups, November 2014
                                                  • Sandwich generation tight on personal time
                                                    • Figure 16: Agreement with the statement “Do you have much free time for yourself?”, by demographics, November 2014
                                                • The Consumer – Interest in New Products and Services

                                                  • Key points
                                                    • Nearly a quarter interested in getting more healthcare information for ageing parents
                                                      • Figure 17: Interest in new products and services, November 2014
                                                    • Growth in technological monitoring devices
                                                      • Opportunity for more wearable tech
                                                          • Figure 18: Example of grandCARE Systems package, February 2015
                                                        • Offering more support to help children fly the nest
                                                        • Appendix – Market Drivers

                                                            • Figure 19: Age-specific fertility rates*, England and Wales, 1990-2013
                                                            • Figure 20: Live births by age of mother, England and Wales, 1990-2013

                                                        Companies Covered

                                                        To learn more about the companies covered in this report please contact us.

                                                        Lifestyles of the Sandwich Generation - UK - March 2015

                                                        £2,195.00 (Excl.Tax)