This report looks at the following areas:
- Comparison of family responsibilities and income among seniors in different regions
- Participation in life and social activities among seniors
- Trust in information sources regarding age-friendly products
- Usage and proficiency in digital services
- Content themes that enhance brand favourability
- Purchasing and experiencing Guochao style products
- Preparedness for ageing and considerations for later life
While seniors today uphold traditional values, they also embrace new trends and seek change. Brands can better address their needs, helping them find greater meaning and happiness in the second half of their lives.
Keiyou Wang, Director, China Insights
Market Definitions
This report focuses on 1,000 internet users aged 55-65, exploring the needs of seniors and their expectations from brands, products and services. It discusses how brands can effectively market to this demographic by examining consumption behaviour, changes in attitudes towards ageing in an era of low birth rates and digitalisation, and considerations when choosing products and trusted information channels.
Collapse All
-
Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- The consumption market for seniors is experiencing incremental growth and diversification
- Marketing activity trends
- New product trends
- The consumer
- The demographic of young seniors who have both elderly parents and children should not be overlooked
- Overall familiarity with digital services remains below 40%, with significant differences across age groups
- Graph 1: familiarity of digital services – selected, by age group, 2024
- Seniors increasingly engage in 'heart-led socialising' and societal activities
- Trusted product information channels remain concentrated offline, with community activities in tier 1 cities being noteworthy
- Graph 2: reliability of information sources on age-friendly products, by city tier, 2024
- Content that is relatable resonates more emotionally, though national pride can also be an added benefit
- Guochao elements help seniors find emotional resonance in fashion trends
- Graph 3: purchasing behaviour and experiences of Guochao style-related products, 2024
- Active preparation for ageing: high-income seniors are more willing to continue working
- Issues and insights
- What we think
-
THE Market
- Market factors
- Accelerated population ageing driven by low fertility rates and increased longevity
- Graph 4: population structure, 2011-22
- The retirement wave of 'young seniors' is driving the growth and diversification of elderly leisure consumption
- Graph 5: employment/retirement status, 2024
- Investment and financial planning take top priority in retirement planning
- Graph 6: source of income, by age group and gender, 2024
- Graph 7: confidence in own financial situation, 2020-2024
- Rising divorce rates among older adults reflect a 'no-compromise' attitude towards life
- Graph 8: living situation – spouse, by city tier, 2024
- First silver economy policy released, enhancing elderly 'wellbeing' becomes a key issue
- Short videos and live streaming have become key 're-engagement platforms' for seniors, with elderly influencers wielding significant influence
- The elderly population is increasingly integrating into online society, accompanied by a noticeable rise in digital security concerns
- Graph 9: current life concerns, by age group, 2024
- Marketing activities
- Caring for the elderly, thereby enhancing the experience of age-friendly products
- Not just 'delivering items', but also 'conveying warmth'
- Using event marketing in esports to encourage breaking age barriers
- New product trends
- AI technology helps address privacy protection challenges in elderly care
- One-click service for TV remote control
- Smart furniture and home products are becoming health assistants that better monitor elderly sleep patterns
- AI toilet detects defecation status and provides timely feedback on elderly conditions
- Combining Chinese aesthetics and Oriental Yangsheng concepts in footwear
-
THE Consumer
- Family responsibilities and income
- Among empty nesters, a high proportion live with their spouses in tier 1 cities
- Graph 10: living situation, by city tier, 2024
- 'Lifestyle downgrading' after retirement is a more significant issue in tier 1 cities
- Graph 11: monthly household income, by age and city tier, 2024
- Only 30% do not have family caregiving responsibilities, with the highest proportion of caregivers in the south
- Graph 12: family responsibilities, by region, 2024
- Life and social activities
- The trend of seniors 'heart-led socialising' is seen in their less frequent but more diverse activity participation
- Graph 13: frequency of life and social activities, 2020
- Graph 14: frequency of life and social activities, 2024
- Product information on social media may not meet the increasingly segmented needs of the elderly
- Graph 15: frequency of life and social activities – attending group activities of my interest, by working/retirement status, 2024
- Charity activities can promote positive social interactions and communication among seniors
- Graph 16: frequency of life and social activities – participating in group charity activities, by city tier, 2024
- Reliability of information sources on age-friendly products
- Low trust in online information; endorsements from doctors and acquaintances are key
- Graph 17: reliability of information sources on age-friendly products, 2024
- Community events have greater traction in tier 1 cities, whereas lower-tier cities offer significant potential for online channels
- Graph 18: reliability of information sources on age-friendly products, by city tier, 2024
- In the north and midwest regions, offline marketing can make greater use of print media
- Graph 19: reliability of information sources on age-friendly products – selected, by region, 2024
- Use of digital services
- Familiarity with digital services remains below 40%
- Graph 20: familiarity of digital services, 2021 vs 2024
- Digital medical services are more developed, while the use of digital entertainment services remains concentrated in tier 1 cities
- Graph 21: familiarity of digital services – proficient usage + basic usage, by city tier, 2024
- Differences between age groups are primarily reflected in proficiency levels rather than in basic usage
- Graph 22: familiarity of digital services – selected, by age group, 2024
- Content themes that enhance brand favourability
- Content that demonstrates care for the elderly is more likely to resonate emotionally
- Graph 23: content themes that enhance brand favourability, 2024
- Marketing to middle-aged and elderly men can leverage national pride in brands
- Graph 24: content themes that enhance brand favourability – top three totals, by gender and age group, 2024
- The northern and midwestern regions have a broader perspective, while the eastern and southern regions emphasise individuality
- Graph 25: content themes that enhance brand favourability – top three totals, by region, 2024
- Purchase and experience of Guochao-style products
- Guochao elements help seniors find recognition and emotional resonance in fashion trends
- Graph 26: purchasing behaviour of GuoChao style products, 2024
- Integrating cultural and tourism innovations or films and dramas can evoke more possibilities for crossover collaborations
- Graph 27: purchasing behaviour of GuoChao style products, by region, 2024
- Guochao experiences may need to lower the threshold for older individuals
- Graph 28: purchase and experience of GuoChao style products, by household income level, 2024
- Considerations regarding ageing
- Consumers proactively plan for a fulfilling and independent later life
- Graph 29: attitudes towards ageing, 2024
- The decline of multi-generational living highlights the growing focus on independence and dignity in old age
- Graph 30: attitudes towards ageing – selected, by region, 2024
- High-income seniors are more willing to continue working to ensure the quality of their later life
- Graph 31: attitudes towards ageing – selected, by household income, 2024
-
Issues and insights
- Preserving traditions while shaping trends
- Delve into cultural explorations and share the story of oneself and one's hometown
- Trendy culture with an elderly twist has greater public appeal
- Share life insights and showcase individuality
- Use humor to evoke positive emotions, and to promote understanding and acceptance
- Enjoy life to the fullest, with a sense of worthiness and deservingness
- AI for the elderly is not about creating demand but better meeting it
- Smart fitness that integrates medical and community services offers comprehensive care for seniors’ physical and mental well-being
- Smart beauty embodies objectivity, confidence, self-acceptance and a sense of calm
-
Appendix – methodology and abbreviations
- Methodology
- Abbreviations
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
