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Lifestyles of the Over-55s - UK - September 2018

“Recent years have seen an increase in the inclusion of older demographics in marketing, particularly in the fashion and BPC (Beauty and personal care) markets, but it remains far from standard. As the senior population continues to grow it is crucial for brands to recognise the full potential of marketing to older adults and tailor campaigns accordingly. Challenging stereotypes of this age group is key, as is reflecting how products and services can be relevant to them specifically. There is a strong focus on health amongst this cohort, which could be an effective way for brands to make their mark.”
– Jack Duckett, Senior Consumer Lifestyles Analyst

This Report looks at the following areas:

  • Open to diversity
  • Engaging with senior health

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • The senior population continues to grow
            • Figure 1: Trends in the age structure of the UK population, 2013-23
          • Obesity rates highest amongst older adults
            • Mental health awareness continues to rise
              • Over two thirds of over-55s are smartphone users
                • Over-65s boast strongest financial situation
                  • The consumer
                    • Third age careers
                      • Figure 2: Things the over-55s feel too old to do, by age, June 2018
                    • Promoting health in advertising
                      • Figure 3: Factors the over-55s find most engaging in advertising, by age, June 2018
                    • Stuck in their ways?
                      • Figure 4: Most common stereotypes about the over-55s, June 2018
                    • A preference for in-store shopping
                      • Figure 5: Online vs offline activity preferences of the over-55s, June 2018
                    • 55-64s shop around
                      • Figure 6: Bargain-hunting behaviours of the over-55s, by age, June 2018
                    • A more relaxed state of being
                      • Figure 7: Changes in character as people have got older, June 2018
                    • What we think
                    • Issues and Insights

                      • Open to diversity
                        • The facts
                          • The implications
                            • Engaging with senior health
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • The senior population continues to grow
                                    • Obesity rates highest amongst older adults
                                      • Mental health awareness continues to rise
                                        • Over two thirds of over-55s are smartphone users
                                          • Facebook proves most popular social media platform
                                            • Over-65s boast strongest financial situation
                                            • Market Drivers

                                              • Overview
                                                • The senior population continues to grow
                                                  • Figure 8: Trends in the age structure of the UK population, 2013-23
                                                • Health and wellbeing
                                                  • Health problems accompany rising life expectancy
                                                    • Figure 9: Life expectancy at age 65 (years), by gender, England, 1991-93 to 2012-14
                                                  • Urging seniors to be more active
                                                    • Figure 10: Body mass index (BMI), by age, England, 2016
                                                  • Mental health awareness continues to rise
                                                    • Figure 11: Screengrab of over-55s included in Lloyds Bank’s ‘Get the Inside Out’ campaign, February 2018
                                                  • The growing problem of loneliness
                                                    • Figure 12: Age UK Kitchen Kings initiative, October 2017
                                                  • Tech usage
                                                    • Over two thirds of over-55s are smartphone users
                                                      • Figure 13: Personal technology product ownership, all vs over-55s, April 2018
                                                    • Facebook proves most popular social media platform
                                                      • Figure 14: Recent social media network usage, by age, April 2018
                                                    • Finances
                                                      • Over-65s boast strongest financial situation…
                                                        • Figure 15: Trends in how respondents would describe their current financial situation, by age, June 2018
                                                      • …while 55-64s see their finances squeezed
                                                        • Figure 16: Young adults aged 20-34 living with their parents, 1997-2017
                                                    • The Consumer – What You Need to Know

                                                      • Third age careers
                                                        • Ageless style
                                                          • Premium travel options for older travellers
                                                            • Promoting health in advertising
                                                              • Financial pressures drive engagement with special offers
                                                                • Open to diversity
                                                                  • A “tech-shy” reputation
                                                                    • Online holiday market
                                                                      • A strong preference for in-store grocery shopping
                                                                      • Am I Too Old?

                                                                        • Third age careers
                                                                          • Figure 17: Things the over-55s feel too old to do, by age, June 2018
                                                                        • Ageless style
                                                                          • Figure 18: May Musk for CoverGirl, September 2017
                                                                        • Stylish senior men
                                                                          • Figure 19: Proportion of over-55s who feel too old to follow the latest beauty and fashion trends, by age and gender, June 2018
                                                                        • Tailoring fitness clubs to the needs of the elderly…
                                                                          • …and expanding the athleisure movement
                                                                            • Figure 20: Athleta leisure and sportswear, March 2018
                                                                          • Premium travel options for older travellers
                                                                          • Appealing to the Over-55s in Advertising

                                                                            • Promoting health in advertising
                                                                              • Figure 21: Factors the over-55s find most engaging in advertising, by age, June 2018
                                                                              • Figure 22: Nuffield Health ‘Built Around You’ campaign, December 2017
                                                                            • Financial pressures drive engagement with special offers
                                                                              • Open to diversity
                                                                                • Figure 23: Factors the over-55s find most engaging in advertising, June 2018
                                                                                • Figure 24: Amazon Christmas advert 2016, November 2016
                                                                              • Charitable opportunities
                                                                                • Figure 25: Knorr charity click initiative, April 2018
                                                                            • Common Stereotypes

                                                                              • Stuck in their ways
                                                                                • Figure 26: Most common stereotypes about the over-55s, June 2018
                                                                              • But what if they really are stuck in their views?
                                                                                  • Figure 27: Heineken ‘Worlds Apart’ campaign, April 2017
                                                                                • Younger seniors reject “tech-shy” stereotype
                                                                                  • Figure 28: Most common stereotypes about the over-55s, by age, June 2018
                                                                                • Advertising stereotypes fail to engage
                                                                                • Online vs Offline Preferences

                                                                                  • Online holiday market
                                                                                    • Figure 29: Online vs offline preferences for booking a holiday and finding new recipes, by age, June 2018
                                                                                  • A strong preference for in-store grocery shopping
                                                                                      • Figure 30: Online vs offline preference for buying groceries, by age, June 2018
                                                                                    • Bolstering the in-store experience
                                                                                        • Figure 31: Online vs offline preference for buying non-groceries, by age, June 2018
                                                                                    • Bargain Hunters

                                                                                      • Most shop around for deals…
                                                                                        • Figure 32: Bargain-hunting behaviours of the over-55s, by age, June 2018
                                                                                      • …but just 35% use the internet to do so
                                                                                      • Character Changes

                                                                                        • A more relaxed state of being…
                                                                                          • Figure 33: Changes in character as people have got older, June 2018
                                                                                        • …and a more relaxed mindset
                                                                                          • Increasingly thrifty
                                                                                            • Repositioning loneliness
                                                                                              • Figure 34: Proportion of over-55s who describe themselves as having become more “lonely” and/or “sociable”, by age and gender, June 2018
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                              • Abbreviations
                                                                                                • Consumer research methodology

                                                                                                Lifestyles of the Over-55s - UK - September 2018

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