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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Over-55s market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Seniors aged 55-74 (born between 1944 and 1963) were interviewed for this Report, while those aged 75 years old or above were not surveyed due to the accuracy of respondents’ answers.

What you need to know

The number of older people in China is increasing rapidly, exacerbating population ageing in the country. According to China’s National Bureau of Statistics (NBS), there were 249.5 million people aged 60 and over in China as of the end of 2018, accounting for 17.9% of the population.

Expert analysis from a specialist in the field

Written by Scarlett Zhao, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Seniors enjoy socialising with others and will not hesitate to make new friends. They are prudent as well as assertive consumers and place a great emphasis on utility and value for money. Offline events are a good way to promote brands to older people, as is harnessing the influence of senior KOLs. Health is still seniors’ primary concern and their willingness to invest in health indicates a massive potential market Scarlett Zhao
Lifestyles Analyst


What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The consumer
            • Sociable and sunshine seniors
              • Figure 1: Life attitudes, November 2018
            • Health is of most concern to the elderly
              • Figure 2: Daily activities, November 2018
            • Strong potential for in-home food and beverages targeting the senior market
              • Figure 3: Categories seniors are willing to spend more money on, November 2018
            • Assertive senior consumers
              • Figure 4: Purchase decision maker, November 2018
            • Seniors suffer from chronic diseases
              • Figure 5: Health issues, November 2018
            • Lack of action to tackle health issues
              • Figure 6: Measures taken to deal with health issues, November 2018
            • What we think
            • Issues and Insights

              • Don’t underestimate seniors’ enthusiasm
                • The facts
                  • The implications
                    • Potential for health and fitness wearables
                      • The facts
                        • The implications
                          • Senior travel market on the rise
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Population in China continues to age
                                  • Growing life expectancy
                                    • Increasing disposable incomes for seniors
                                    • Market Factors

                                      • Increasing senior population in China
                                        • Life expectancy gets increasingly longer
                                          • Income of seniors growing steadily
                                          • The Consumer – What You Need to Know

                                            • Different generations still living together in some households
                                              • Sunshine seniors
                                                • Health receives the most attention
                                                  • Growing spending on in-home food and drinks
                                                    • Seniors make up their own minds
                                                      • Chronic diseases trouble seniors
                                                        • Not seeking solutions for health issues
                                                        • Demographic Overview

                                                          • The majority of seniors live with their partner
                                                            • Figure 7: Living situation, November 2018
                                                          • 50% of survey seniors only have one child
                                                            • Figure 8: Number of children, November 2018
                                                          • Most seniors over-55s have retired
                                                            • Figure 9: Employment, November 2018
                                                          • Saving money to prepare for old age
                                                            • Figure 10: Monthly personal income and saving, November 2018
                                                        • Psychographic Overview

                                                          • Strong and close family bonds
                                                            • Figure 11: Relationship with partner and children, November 2018
                                                          • Positive and trendy seniors
                                                            • Figure 12: Trendiness of seniors, November 2018
                                                          • Social butterflies
                                                            • Figure 13: Social ability of seniors, November 2018
                                                          • Prudent shoppers
                                                            • Figure 14: Attitudes towards shopping, November 2018
                                                        • Daily Activities

                                                          • Health paid most attention to
                                                            • Figure 15: Daily activities, November 2018
                                                          • Traditional mindset of taking care of their grandchildren
                                                            • Figure 16: Selected daily activities, by age group, November 2018
                                                          • Life online
                                                          • Purchase Priorities

                                                            • In-home food leads the over-55s spending increase
                                                              • Figure 17: Categories seniors are willing to spend more money on, November 2018
                                                            • Older people in their 60s pay more attention to the choice of health products
                                                              • Figure 18: Categories seniors are willing to spend more money on – health-related products, by age group, November 2018
                                                            • Seniors under 60 still care about their appearance
                                                              • Figure 19: Selected categories seniors are willing to spend more money on, by gender and age group, November 2018
                                                            • Senior consumers in tier one cities have greater willingness to spend
                                                              • Figure 20: Categories seniors are willing to spend more money on, tier one cities vs tier two or lower cities (as benchmark), November 2018
                                                          • Purchase Decision Makers

                                                            • Seniors main decision makers when shopping
                                                              • Figure 21: Purchase decision maker, November 2018
                                                            • Husband and wife have different roles in purchase decisions
                                                              • Figure 22: Purchase decision maker, by selected gender, November 2018
                                                          • Health Issues

                                                            • Chronic diseases trouble seniors
                                                              • Figure 23: Health issues, November 2018
                                                            • Three highs worry high-income seniors
                                                            • Health Management

                                                              • Seniors do not actively seek treatment
                                                                • Figure 24: Measures taken to deal with health issues, November 2018
                                                              • Function and utility should be highlighted through communication
                                                                • Figure 25: Measures taken to deal with health issues - ‘eat more healthy’, November 2018
                                                              • Health supplements most used to treat osteoporosis
                                                                • Figure 26: Measures taken to deal with health issues - ‘take health supplements’, November 2018
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology
                                                                • Abbreviations

                                                                About the report

                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                • The Consumer

                                                                  What They Want. Why They Want It.

                                                                • The Competitors

                                                                  Who’s Winning. How To Stay Ahead.

                                                                • The Market

                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                • The Innovations

                                                                  New Ideas. New Products. New Potential.

                                                                • The Opportunities

                                                                  Where The White Space Is. How To Make It Yours.

                                                                • The Trends

                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.