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China Over-55s' Eating Habits Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Over-55s' Eating Habits 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

This report interviews senior people aged 55-74 in China. This report answers questions such as what are seniors’ the daily consumption habits of selected foods and their attitudes and behaviours in selecting, purchasing and consuming healthy foods.

What you need to know

Seniors are the fastest growing population segment putting pressure on marketers. More seniors are focusing on their physical health and proactively seeking healthy diets as part of their resolutions. The increased health awareness provides a concrete foundation for innovators providing quality, nutritious, and functional foods and drinks to satiate senior consumers’ needs. While younger seniors’ shopping routines have been revolutionised by digitisation, there is definitely more potential in this technology brands and companies can unlock to reach bigger audiences.

Expert analysis from a specialist in the field

Written by Wenxin Xu, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The growing senior segment in China has opened up tremendous opportunities for companies to bring innovative, quality foods and drinks that could help seniors who are actively seeking solutions to improve their health conditions build nutritious and balanced diets. Products developed for health complications and channelled through digital platforms could help brands and companies reach larger audiences in the near future. Wenxin Xu
Senior Food & Drink Analyst

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Table of contents

  1. Overview

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

            • The market
              • The consumer
                • A glance at seniors’ traditional diets
                  • Figure 1: Food usage, by food categories with the highest frequencies, November 2018
                • Information feeds could win seniors’ attention
                  • Figure 2: Information channel, November 2018
                • Tailoring product promotion to consumers from different city tiers
                  • Figure 3: Interest in healthy foods, by selected food category, November 2018
                • Product innovations curated for seniors’ top concerns
                  • Figure 4: Interest in health functions, November 2018
                • Sociable shopping channels will win more consumers
                  • Figure 5: Shopping habits, November 2018
                • Increased health awareness incentivises seniors to invest more
                  • Figure 6: General attitudes, November 2018
                • What we think
                • Issues and Insights

                  • Willingness to invest in health opens up a potential massive market
                    • The facts
                      • The implications
                        • Figure 7: Milk product for seniors launches, Japan and China
                      • Opportunities reside in under-addressed health complications
                        • The facts
                          • The implications
                            • Figure 8: Snacks and supplements targeting seniors with memory loss and joint issues, Japan
                          • Information feeds are critical to effective communication
                            • The facts
                              • The implications
                                • Figure 9: Taobao family joint account service
                            • The Market & Innovation – What You Need to Know

                              • Accelerating ageing presents growing market opportunities
                                • Learning from China’s ‘super-ageing’ neighbour
                                  • Digitisation will have growing impact on seniors
                                  • Market Drivers

                                    • Improved life expectancy sparks new opportunities
                                      • Figure 10: Life expectancy at birth, total (years) by selected countries, 2017
                                    • Silver generation with rising awareness of health
                                      • Advancing technologies are applicable to senior-oriented businesses
                                        • Figure 11: Product information feed as the main feature on Pinduoduo’s UI
                                        • Figure 12: AI enabled assistant providing senior patient information
                                    • Who’s Innovating?

                                      • Japan: pre-packaged foods for seniors with chewing challenges
                                        • Figure 13: Asahi pre-packaged microwavable foods for seniors with dysphagia, Japan
                                      • Poland: fortified yogurt drinks designed for seniors
                                        • Figure 14: Yogurt drink designed for seniors, Poland
                                      • US: subtle marketing messages without a sense of age stigma
                                        • Figure 15: Nestlé BOOST marketing banner
                                        • Figure 16: Boost nutritional drinks designed for those who have special dietary needs
                                    • The Consumer – What You Need to Know

                                      • Investment in health increasing as seniors prioritise taking care of themselves
                                        • Premium foods and drinks in familiar categories have potential
                                          • Digesting more information poses challenges to marketers
                                          • Food Usage

                                            • The nutritional value of milk is generally acknowledged by seniors
                                              • Figure 17: Food usage, milk category, November 2018
                                              • Figure 18: Food usage, yogurt category, November 2018
                                            • Soybean milk’s popularity is rooted in tradition
                                              • Figure 19: Food usage, soybean milk, November 2018
                                              • Figure 20: Food Usage, soybean milk by region, November 2018
                                            • Ambient drinks engage more seniors due to health concerns
                                              • Figure 21: Food usage, ambient milk by city tier, November 2018
                                              • Figure 22: Food usage, ambient yogurt by city tier, November 2018
                                            • Popularity of coarse grain and cereals and nuts varies among different city tiers
                                              • Figure 23: Food usage, coarse grain and cereals by city tier, November 2018
                                              • Figure 24: Food usage, coarse grain and cereals by region, November 2018
                                              • Figure 25: Food usage, nuts by city tier, November 2018
                                            • Animal protein is also a main component on the dining table
                                              • Figure 26: Meat consumption in kilograms/capita and annual growth rate, 2013-23
                                              • Figure 27: Food usage, meat, November 2018
                                          • Information Channels

                                            • Seniors rely on TV and people in their social circle for information
                                              • Figure 28: Information channels, November 2018
                                              • Figure 29: Repertoire of information channel
                                            • Seniors from tier one cities use wider range of information sources
                                              • Figure 30: Information channels, by city tier, November 2018
                                          • Interest in Healthy Foods

                                            • Seniors living in different city tiers express diverse preferences for healthy foods
                                              • Figure 31: Interest in healthy foods, by selected food category, November 2018
                                            • Inherent dietary habits drive or dampen seniors’ curiosity
                                              • Figure 32: Interest in coarse grain biscuits by region, November 2018
                                          • Interest in Health Function

                                            • Seniors pay attention to physical wellness
                                              • Figure 33: Interest in health functions, November 2018
                                            • Younger seniors concerned about ageing and stress
                                              • Figure 34: Interest in health functions, by age group, November 2018
                                          • Shopping Habits

                                            • Offline retail channels fulfil seniors’ social needs
                                              • Figure 35: Shopping habits, November 2018
                                            • Preferred shopping channels reflect lifestyle in different city tiers
                                              • Figure 36: Shopping habits in offline retail, by fresh foods, November 2018
                                              • Figure 37: Shopping habits in offline retail, by packaged foods, November 2018
                                          • General Attitudes

                                            • Seniors are willing to invest in their health
                                              • Figure 38: General attitudes, November 2018
                                            • Prominent appeal of imported foods to seniors from tier one cities
                                              • Figure 39: General attitudes, by selected statement and city tier, November 2018
                                              • Figure 40: General attitudes, by selected statement and city tier, November 2018
                                          • Appendix – Methodology and Abbreviations

                                            • Methodology
                                              • Abbreviations