Germany Marketing to Seniors Market Report 2021
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The COVID-19 crisis accelerated technology adoption among seniors and there are opportunities for brands to leverage this positive experience post-pandemic.Mainga Hachibiti, Research Analyst - Consumer Lifestyles…

Germany Marketing to Seniors Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Seniors – Germany market including the behaviours, preferences and habits of the consumer.

Seniors are ready to learn about new technology, and the outbreak has fostered their technological skills. These positive experiences with digital tools will have a lasting impact on the way seniors shop and communicate, creating opportunities for brands to capitalise on this demographic and help them embrace online activities more.

Quickly Understand

  • How to focus on seniors’ health?
  • How can your brand embrace age inclusivity?
  • How to adapt online retail to the elderly’s needs?
  • How can your brand support seniors regarding physical and mental health concerns?
  • What are seniors’ attitudes towards life?
  • What do German seniors place the most value on?

Covered in this report

Brands mentioned: ActivLife, Amazon, Barmer, Flaschenpost, Gewürzmühle Brecht, Guide Beauty, Harrods, L’Oréal, Nike, Nutri+ Brainfood, McDonald’s, Media Markt, Prozis, Schiff Neuriva, Techniker Krankenkasse, Vodafone, YouTube, 19/99, etc.

Expert analysis from a specialist in the field

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

The COVID-19 crisis accelerated technology adoption among seniors and there are opportunities for brands to leverage this positive experience post-pandemic.
Mainga Hachibiti
Analyst – Consumer Lifestyles

Table of Contents

  1. Executive summary

    • Note on COVID-19
    • Impact of COVID-19 on senior lifestyles
    • Market context
    • Graph 1: number of population aged 65+, in millions, 2001-2018
    • Mintel predicts
    • What seniors want, and why
    • Opportunities
    • Graph 2: top three health concerns, June 2020
  2. market drivers

    • COVID-19
    • Graph 3: key economic data, in real terms, 2019-2022
    • Ageing population
    • Graph 4: population by age groups, 2019
    • Graph 5: population development, by age group, 2020-2060
    • Obesity
    • Graph 6: exercise frequency, by age, June 2020
    • Financial wellbeing
    • Graph 7: financial situation of consumers aged 65+, June 2020
    • Technology
    • Graph 8: internet usage among senior population, March – April 2020
    • Graph 9: online activity, by age group, March-April 2020
    • Graph 10: social media platforms used in the last three months, by age, August 2020
  3. What consumers want, and why

    • Impact of COVID-19 on consumer behaviour
    • Graph 11: "How worried are you about the risk of being exposed to the coronavirus (also known as COVID-19)?", 3 March 2020-15 January 2021
    • Graph 12: Mintel COVID-19 exposure anxiety index, all vs over-65s, 3 March 2020-15 January 2021
    • Graph 13: "To what extent are you worried about how the outbreak might affect your lifestyle?", 3 March 2020-15 January 2021
    • Graph 14: Mintel COVID-19 lifestyle concerns index, all vs over-65s, 3 March 2020-15 January 2021
    • Graph 15: "To what extent are you worried about how the outbreak might affect your lifestyle?", by age, 7-15 January 2021
    • Priorities for the next five years
    • Graph 16: priorities for the next five years, June 2020
    • Health concerns
    • Graph 17: areas of their health that German seniors have focussed on in the last 12 months, June 2020
    • Graph 18: areas of their health that German seniors have focussed on in the last 12 months, by gender, June 2020
    • Online shopping activity
    • Graph 19: seniors buying products online, by category, June 2020
    • Graph 20: consumers aged 65+ who buy clothing and accessories online, by gender, June 2020
    • How seniors keep in touch
    • Graph 21: how seniors keep in touch with friends and family, June 2020
    • Graph 22: online methods seniors use to keep in contact with friends and family, by gender, June 2020
    • Seniors' attitudes towards life
    • Graph 23: seniors attitudes towards age and health, June 2020
    • Graph 24: 'I have accepted my age', by gender, June 2020
    • Graph 25: senior attitudes towards tech, June 2020
    • Graph 26: senior attitudes towards friendship and life, June 2020
  4. Launch activity and innovation

    • Advertising and marketing activity
  5. Appendix

    • Note on COVID-19
    • Appendix – abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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