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Refusing to Grow Old Gracefully - UK - September 2009

  • 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.
  • It’s now or never! Today’s over-45s feel they need to grab opportunities when they are offered. This is particularly the case when it comes to trying new ‘experiences’ (eg snorkelling) while on holiday.
  • Music concerts and festivals are a big hit with today’s music loving over-45s, one in five of whom have been to one in the past 3 years, with a further 15% wanting to go. This doesn’t only extend to acts that were popular in their youth, but also to more modern artists such as Cold Play and Take That!
  • The internet knows no age boundaries. Three in five over-45s are now internet users, while usage among 45-54s peaks at 81%. Internet usage among this age group will undoubtedly continue to increase, making this medium increasingly important for targeting older consumers.

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Table of contents

  1. 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(1), by age and gender(2), 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

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Avon Cosmetics Ltd
                                                                                                                                                              • British Airways Plc
                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                              • Butlins Skyline Limited
                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                              • Glastonbury Festivals Ltd
                                                                                                                                                              • Google UK
                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                              • ITV plc
                                                                                                                                                              • Jaguar Cars Limited
                                                                                                                                                              • Market & Opinion Research International (MORI)
                                                                                                                                                              • mmO2 plc
                                                                                                                                                              • MySpace.com
                                                                                                                                                              • Nokia Corporation (UK)
                                                                                                                                                              • Orange plc (UK)
                                                                                                                                                              • Skype Technologies S.A.

                                                                                                                                                              Refusing to Grow Old Gracefully - UK - September 2009

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