Drive social integration for in-person engagement, communicate ‘well-ageing’ not ‘anti-ageing’ and focus on holistic wellbeing to resonate with the over-55s.
Wilasinee Siriboonpipattana (Kaimook), Senior Research Analyst – Lifestyle, Thailand
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Definition
- Graph 1: population, by age, 2022
- Graph 2: number of older population, by age, 2023
- Graph 3: attitudes toward health and healthcare, 2023
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KEY TRENDS AND MARKET FACTORS
- A shift from an aged to a super-aged society
- Older adults are experiencing financial concerns/issues
- An increase in positive ageing messages
- Graph 4: product launches with well-ageing messages are increasing in North America, 2019-22
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WHAT CONSUMERS WANT AND WHY
- Drive social integration and community-based engagement
- Graph 5: overall life satisfaction of the over-55s in the past 12 months, by living situation, 2023
- Graph 6: activities over-55s would like to spend more time doing, 2023
- Graph 7: means by which the over-55s learn about a product before buying, by age, 2023
- Graph 8: extent to which the over-55s trust the following information sources about recommendations for food and drinks, 2023
- Communicate ‘well-ageing’ not ‘anti-ageing’
- Graph 9: aspect of life satisfaction of the over-55s in the past 12 months, by satisfaction level, 2023
- Graph 10: life satisfaction of the over-55s in the past 12 months based on their look/appearance, by gender/age, 2023
- Graph 11: agreed statements on ageing and advertisements, 2023
- Position as a holistic wellness brand
- Graph 12: activities consumers have been doing in the past six months to stay healthy, 2022
- Graph 13: over-55s’ agreement with the statement ‘It’s worth spending money on things that help manage health and wellbeing’, 2023
- Graph 14: over-55s’ concerns over health issues, 2023
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APPENDIX
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