2021
0
China Marketing to Over-50s Market Report 2021
2021-09-10T04:11:24+01:00
OX1046073
3695
142271
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Report
en_GB
“Just like the popular modern slang phrase ‘only kids make choices, as adults want all’, the same is true for most older adults. Just-for-senior products have appeal for seniors, while…

China Marketing to Over-50s Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Just like the popular modern slang phrase ‘only kids make choices, as adults want all’, the same is true for most older adults. Just-for-senior products have appeal for seniors, while traditional interpretations alone, such as comfort, good pricing and easy-to-use, are far from enough, and need to be updated. Adding elements related to style, experience and digital trends is critical for senior-targeted brands to stay relevant to the active lifestyles they pursue. Products and leisure activities echoing with the ageless athleisure trend and incorporating life themes, including pets and regional culture, can help brands gain traction among seniors.”
– Yuxi Shao, Research Analyst

Key issues covered in this report

  • General living status and income source
  • Interest in just-for-senior products among different categories
  • Preferred dressing style and related fashion pursuits
  • Consumption of cultural attractions, cuisine and products
  • Usage of digitalised essential services and leisure services
  • Interested information accessed and shared online
  • Updated lifestyle attitudes and worries

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
      • Executive Summary

          • The Market
            • The ageing trend accelerates as the population aged over 60 accounts for 18.7% of the total
              • Figure 1: National population by age group, 2010-2020
            • National action plan targeting elderly-friendly digital connectivity
              • Figure 2: Alipay’s “Warm (暖洋洋) Line”
            • Perfect Diary calls for inclusive beauty regardless of age
              • Figure 3: Posters of the “You’re Beautiful” video campaign
            • Nongfu Spring sponsors a seniors-starred reality show focusing on aging issues
              • Figure 4: Posters of the “Forget Me Not Café” variety show
            • Dairy giants reinforce the elderly milk powder segment
              • Figure 5: YiYang An Tang Gai Nai Fen (Amino Calcium Milk Powder)
            • The Consumer
              • Fewer self-employed among online senior samples than offline samples
                • Figure 6: Employment, by age, 2021
              • Approximately one in five live with a pet
                • Figure 7: Living situation, by age, 2021
              • Senior-exclusive health, fitness and travel products are most welcomed
                • Figure 8: Senior-exclusive products, 2021
              • Athleisure trend represents the will not to compromise style for comfort
                • Figure 9: Preferred dressing style, 2021
              • Cultural tourism as a driver of seniors’ experience economy
                • Figure 10: Culture-related consumption, 2021
              • Usage of everyday digital services stays at 70% among online respondents
                • Figure 11: Usage of everyday digital services, 2021
              • Health information is of the highest interest, both to access and share on different channels
                • Figure 12: Online information accessed and shared, 2021
              • Higher independence in parent-child relationship and family life
                • Figure 13: Lifestyle attitudes, 2021
              • Health condition and life after retirement are the top concerns
                • Figure 14: Worrying issues, 2021
              • What we think
              • Issues and Insights

                • “Ageless athleisure trend” demonstrates seniors’ pursuit of young lifestyle
                  • The facts
                    • The implications
                      • Figure 15: Mather’s Cafe
                    • Senior-customised trips, themed with pets and culture, are the next opportunities
                      • The facts
                        • The implications
                          • Figure 16: The high-end customised trip products of “Xiangle Time”
                        • Effortless but practical health solutions stand out
                          • The facts
                            • The implications
                              • Figure 17: FANCL’s age bracket-based supplement series
                          • Market Factors

                            • The ageing trend accelerates as the population aged over 60 accounts for 18.7% of the total
                              • Figure 18: National population by age group, 2010-2020
                            • Central government urges cities to develop age-friendly neighbourhoods
                              • National action plan targeting elderly-friendly digital connectivity
                                • Figure 19: Alipay’s “Warm (暖洋洋) Line”
                            • Marketing Activities

                              • Perfect Diary calls for inclusive beauty regardless of age
                                • Figure 20: Posters of the “You’re Beautiful” video campaign
                              • Vivo launched old photo restoration gallery campaign to spotlight age-friendly initiatives
                                • Figure 21: Posters of Vivo X50 and X60
                              • Nongfu Spring sponsors a senior-starred reality show focusing on aging issues
                                • Figure 22: Posters of the “Forget Me Not Café” variety show
                            • New Product Trends

                              • Dairy giants reinforce the elderly milk power segment
                                • Figure 23: Examples of Junlebao milk powers for the elderly
                                • Figure 24: YiYang An Tang Gai Nai Fen (Amino Calcium Milk Powder)
                              • Gree’s just-for-seniors air-conditioner gives humane attention to ageing pain points
                                • Figure 25: Gree’s Xintian Weng Air Conditioner
                              • Athleisure clothes and footwear are in fashion among senior consumers
                                • Figure 26: The GoWalk series of Skechers
                            • General Living Status

                              • Fewer self-employed among online senior samples than offline samples
                                • Figure 27: Employment, by age, 2021
                              • Besides salary or pension, quite a few have investment or rental income
                                • Figure 28: Income source, by age, 2021
                              • Approximately one in five live with a pet
                                • Figure 29: Living situation, by age, 2021
                              • Digital device ownership among senior online samples indicates their high digital literacy
                                • Figure 30: Product possession, by age, 2021
                            • Interest in Just-for-senior Products

                              • Senior-exclusive health, fitness and travel products are most welcomed
                                • Figure 31: Senior-exclusive products, 2021
                              • Senior-customised travels, especially pet-friendly tours, is one of the next opportunities
                                • Figure 32: Senior-exclusive products – travel products, by selected demographics, 2021
                              • Suitableness is the decisive factor for senior-targeted fashion and beauty products
                                • Figure 33: Selected senior-exclusive products, by selected demographics, 2021
                            • Preferred Dressing Style

                              • Athleisure trend represents the will not to compromise style for comfort
                                • Figure 34: Preferred dressing style, 2021
                              • Dressing smartly to show premium, and artistically to show uniqueness
                                • Figure 35: Preferred dressing style, by age, 2021
                              • Higher reaction on colours in lower tier cities
                                • Figure 36: Preferred dressing style, by city tier, 2021
                            • Culture-related Consumption

                              • Cultural tourism as a driver of seniors’ experience economy
                                • Figure 37: Culture-related consumption, 2021
                              • Domestic regional cuisines are highly welcomed regardless of city tier
                                • Figure 38: Selected culture-related consumption – any selected, by city tier, 2021
                              • Culture-inspired brands and products more connected with wealthy seniors
                                • Figure 39: Selected culture-related consumption – any selected, by monthly household income, 2021
                            • Usage of Everyday Digital Services

                              • Usage of everyday digital services stays at 70% among online respondents
                                • Figure 40: Usage of everyday digital services, 2021
                              • Outgoing nature drives females to pick up travel-related digital services
                                • Figure 41: Usage of everyday digital services – any usage, by gender, 2021
                              • Local attractions are more appealing to men in early 50s
                                • Figure 42: Usage of everyday digital services – any usage, by selected demographics, 2021
                            • Online Information Accessed and Shared

                              • Health information is of the highest interest, for both accessing and sharing on different channels
                                • Figure 43: Online information accessed and shared, 2021
                              • Those in early and late 50s are active users of group chats and short video apps respectively
                                • Figure 44: Online information accessed – health and wellness, by age, 2021
                              • Seniors in tier 1 cities more likely to share investment information on WeChat
                                • Figure 45: Selected online information accessed and shared – financial investment, by city tier, 2021
                            • Lifestyle Attitudes and Worries

                              • Higher independence in parent-child relationship and family life
                                • Figure 46: Lifestyle attitudes, 2021
                              • Health condition and life after retirement are the top concerns
                                • Figure 47: Worrying issues, 2021
                              • Personal achievement more emphasised by high earners
                                • Figure 48: Selected lifestyle attitudes, by selected demographics, 2021
                              • Tensions with children and partner more common among the affluent
                                • Figure 49: Worrying issues, by monthly household income, 2021
                            • Appendix – Methodology and Abbreviations

                              • Methodology
                                • Abbreviations

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