China Attitudes towards Age-friendly Home Design: 2026
When it comes to age-friendly home design, it may appear to be no more than adding features such as handrails, anti-slip flooring and smart safety systems.
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EXECUTIVE SUMMARY
- Key issues in this Report
- Definitions
- What you need to know
- Market factors
- Consumer insights
- At its core, ageing at home is driven by a continued pursuit of safety, dignity and a positive outlook on life
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THE MARKET
- Market factors
- Population ageing and consumer upgrading are fuelling strong growth in the later-life care market
- Graph 1: population aged 65+ and share of total population, 2016-25
- Middle-aged and older consumers want to keep pace with the times and avoid falling behind
- Graph 2: work and retirement status, by gender and age, 2026
- Consumer focus on health is extending to both physical and mental wellbeing
- Graph 3: self-rated health status, 2020-25
- Graph 4: select attitudes towards deferred retirement – agree, by age, 2025
- Co-residence with children declines with age, while middle-aged and older consumers shift focus from family to themselves
- Graph 5: living arrangements, by age, 2026
- The later-life care sector is upgrading and consolidating, with consumers increasingly seeking high-quality, premium wellbeing services
- Age-friendly home adaptations are key to ensuring a safe and secure life in later life
- Financial support and the development of industry standards are driving the growth of age-friendly home adaptations
- Market highlights
- Challenging stereotypes of home-based care by creating warm and inviting home environments that are also functional
- Social media is driving awareness of evolving later-life needs
- Smart technologies provide reliable support for care at home
- Key takeaway
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CONSUMER INSIGHTS
- Consumers want to live safely and healthily today while also planning ahead for later life
- Safety and emotional companionship are the primary needs of home-based care
- As people enter middle age, more of them prioritise their parents’ later-life care needs
- Graph 6: most important aspects of life currently, by age, 2026
- Home-based care is the mainstream choice, with middle-aged and older households proactively planning for later life through whole-home upgrades
- Most middle-aged and older consumers need age-friendly home adaptations but are reluctant to be labelled as ageing
- Fall prevention is a core need in age-friendly home adaptations, with safety prioritised for parents and independence for oneself
- Graph 7: willingness to pay for age-friendly home adaptations, 2026
- Once anti-slip measures are in place, real-time risk management becomes a key focus for consumers
- Consumers favour systematic, whole-home upgrades to comprehensively enhance safety and quality of life
- Graph 8: willingness to pay for age-friendly home adaptations, frequency analysis, 2026
- Bathrooms are the key focus, with whole-home safety as standard and growing attention on kitchen layout
- Graph 9: ideal home design for older adults, 2026
- Detail-driven bathroom design supports age-friendly care
- For 55-59s, household responsibilities are at their peak, leading to higher expectations for kitchen design
- Graph 10: ideal age-friendly home design, by age, 2026
- Unclear needs are the main barrier to adopting age-friendly home solutions
- Graph 11: barriers and concerns in understanding or purchasing age-friendly home products, 2026
- Hands-on in-store experience is more effective in engaging middle-aged and older consumers
- Seeking autonomy and dignity through shared family decision-making
- Older consumers seek dignity in later life, with greater independence in purchasing decisions
- Independent in everyday purchases, consult younger family members for major purchases
- Graph 12: purchase decision-making by category, 2026
- Reducing family burden through independence, maintaining relationships through shared decisions
- Greater independence, but high-value appliance decisions remain family-led
- Graph 13: purchase decision-making – I decide and I purchase/pay, by category, 2023 vs 2026
- As consumers age, brands must target both older consumers and their children
- Graph 14: purchase decision-making across categories – I decide and I purchase/pay, by age, 2026
- Financially secure, high-income older consumers spend independently and prioritise quality of life
- Graph 15: purchase decision-making across categories – I decide and I purchase/pay, by monthly household income, 2026
- Using younger family expertise to reduce risk, with purchases increasingly cross-generational
- Graph 16: reasons for consulting younger family members, 2026
- Women aged 45-49 are planning ahead and consulting younger family members when buying home products
- Graph 17: reasons for consulting younger family members, by gender and age, 2026
- Graph 18: reasons for consulting younger family members, by gender and age, 2026
- Embracing new technologies to confidently manage later life
- Graph 19: attitudes towards age-friendly homes, 2026
- Move beyond ageing narratives and enable a fulfilling next chapter of life
- Recognise their value, promote positive and dignified living, and ease fears of being left behind
- Move beyond clinical design and balance functionality with aesthetics
- Graph 20: attitudes towards age-friendly homes, 2026
- Balancing safety, functionality and spatial aesthetics, while preserving familiarity to maintain a sense of belonging
- Personalised, aesthetic homes support mobility and independent living
- Smart products symbolise staying up to date, with older consumers expecting easier living
- Graph 21: attitudes towards age-friendly homes, 2026
- Functionality, trends and novelty all drive older consumers to embrace smart technology
- Higher-income consumers are more willing to fund parental home adaptations, prioritising safety-focused solutions
- Graph 22: willingness to pay for age-friendly home modifications for parents/older relatives, by monthly household income, 2026
- Smart products enable more convenient and comfortable ageing at home
- Graph 23: willingness to pay for age-friendly home modifications for myself or partner/spouse, by monthly household income, 2026
- Older consumers are embracing smart home products and look to technology to deliver emotional connection and companionship
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IMPLICATIONS FOR BRANDS
- Beyond safety: brands must deliver a sense of respect and recognition
- Technology should adapt to older users and help ease age-related anxiety
- Deliver unobtrusive care through discreet and respectful monitoring
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WHAT WE THINK
- What we think
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APPENDIX – METHODOLOGY AND ABBREVIATIONS
- Methodology
- Research methodology TURF
- Qualitative research participants
- Abbreviations
When it comes to age-friendly home design, it may appear to be no more than adding features such as handrails, anti-slip flooring and smart safety systems. However, these functional upgrades reflect deeper emotional aspirations for independence and dignified living in later life. Home brands need to create age-friendly products that address both physical and emotional needs. While delivering practical protection, they should also use design details to create a positive sense of reassurance in later life.
Laura Liu, Senior Research Analyst – Retail & Home Appliances, China
Market Definitions
The core focus of this Report is care in later life delivered at home, a sector with strong growth potential. According to the National Health Commission, most older people in China rely on either home-based or community-based care, with around 90% opting for care at home. As a result, this Report focuses on age-friendly home adaptations within this setting.
The Report covers 1,500 internet users aged 45-65 and explores their awareness, needs and attitudes towards age-friendly homes, both for themselves and when supporting their parents or older relatives. The research spans age-friendly products and solutions for home-based care, including home adaptations (eg for living rooms, bedrooms, bathrooms and kitchens), safety features, accessible design, and smart home and security technologies. It examines not only functional needs such as safety, health and convenience, but also emotional expectations in later life, providing a holistic view of desired living standards and lifestyles.
Combining quantitative and qualitative methods, the Report identifies broader industry trends while offering deeper insight into the needs and motivations underpinning consumer behaviour.
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