2021
9
UK Lifestyles of the Over-55s Market Report 2021
2021-02-17T03:02:07+00:00
OX989946
2195
134460
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Report
en_GB
“With vulnerability to the coronavirus increasing alongside age, Britain’s over-55s have been consistently among the most anxious about being exposed to the coronavirus, driving widespread cautious behaviours among the cohort.

UK Lifestyles of the Over-55s Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Lifestyles of the Over-55’s market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has marked a sharp increase in the over-55’s use of technology. With many forced to shield at home for the majority of 2020, necessity drove many to online shopping and virtual communication. With 89% of deaths from the COVID-19 pandemic being among the over-65’s, there has also been an increased awareness over health among the Over-55 demographic.

19% of the current UK population is currently over 65, with that percentage expected to increase to 24% by 2041. While the over-55’s are currently often overlooked, the increasing age of the population could make them a vitally important part of the market heading into the future. Their increased usage of technology, as well as increased health anxieties, could provide potential market opportunities coming out of the pandemic.

Companies should aim to engage with the wider senior population, with their increased technology and social media usage making them easier to market to. Dementia remains the top concern for the Over-55’s, as well as other long-term health conditions highlighted by the pandemic. Healthy living and lifestyle changes could prove to be an important factor in engaging with the demographic, as well as improving their quality of life and their immune systems.

Read on to discover more details or take a look at all of our UK Lifestages market research.

Quickly understand

  • The impact of COVID-19 on the over-55s.
  • Health and lifestyle concerns of the over-55s.
  • The over-55s’ views on friendship.
  • Finances of the over-55s.
  • The over-55s and pre-COVID lifestyles.
  • Technology activities of the over-55s.

Included in this report

Brands: Zoom, Cadbury, John Lewis, IKEA, Vodafone, Facebook, YouTube, Twitter, Netflix, Amazon Prime, Oldyssey, Age UK, BP, Britvic, Diageo, Mars, Nestle, Premier Foods, PepsiCo, P&G, RB, Shell, Unilever, Vauxhall.

Expert analysis from a specialist in the field

Written by Katie Martin, a leading analyst in the Lifestyle sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With vulnerability to the coronavirus increasing alongside age, Britain’s over-55s have been consistently among the most anxious about being exposed to the coronavirus, driving widespread cautious behaviours among the cohort. In the face of a third UK lockdown, concerns surrounding both the physical and mental wellbeing of this group must continue to be prioritised. But hope remains, and as this group begins to be vaccinated, messages of reassurance and safety in procedure will be important in reassuring this group that they are safe to return to their previous lifestyles.

Katie Martin
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Impact of the January lockdown and the vaccination rollout
    • Economic and other assumptions
  2. Executive Summary

    • Impact of COVID-19 on the over-55s
      • Figure 1: Short, medium and long-term impact of COVID-19 on the over-55s, January 2021
    • The market
    • A growing population of over-55s
      • Figure 2: Trends in the age structure of the UK population, 2015-25
    • The Consumer
    • The over-55s amongst the most worried about exposure to the virus and changes to lifestyle
      • Figure 3: Concern surrounding exposure to the COVID-19 virus, by age, 8-12 January 2021
    • COVID-19 boosts travel anxiety
      • Figure 4: Impact of COVID-19 and UK lockdowns on the over-55s’ views surrounding selected topics and activities, August 2020
    • Dementia remains the group’s top concern
      • Figure 5: Over-55s’ top concerns for their future, May 2017 and August 2020
    • An encouragingly diverse group of friends
      • Figure 6: Diversity within the over-55s’ friendship groups, August 2020
    • Over-55s have stronger finances than younger generations
      • Figure 7: How respondents would describe their financial situation, by age, January 2021
    • Low levels of fitness club usage
      • Figure 8: Frequency and participation in selected leisure activities pre-COVID, August 2020
    • A boost in online shopping for the over-55s during lockdown
      • Figure 9: Technology behaviours of the over-55s, August 2020
  3. Issues and Insights

    • Fear of COVID-19 exposure causes increased health anxiety amongst the over-55s
    • Social distancing measures increase loneliness levels
  4. The Market – Key Takeaways

    • A growing population of over-55s
    • Living a longer life but with poor health?
    • Almost three quarters of over-55s qualify as overweight or obese
    • Usage of social media types
  5. Market Drivers

    • A significant population…
      • Figure 10: Trends in the age structure of the UK population, 2015-25
    • …that continues to grow
      • Figure 11: Population, by age, UK, 1966-2041
    • Living a longer life but with poor health
      • Figure 12: Prevalence of longstanding conditions, by age, England, 2017-18
    • Almost three quarters of over-55s qualify as overweight or obese
      • Figure 13: Adults’ body mass index (BMI), overweight and obesity prevalence, by age, England, 2018
    • Over-55s account for vast majority of COVID-19 deaths
      • Figure 14: Total provisional figures on deaths registered where coronavirus (COVID-19) was mentioned on the death certificate in England and Wales, by age and gender, 3 January 2020-1 January 2021
    • Usage of social media types
      • Figure 15: Social media networks accessed in the last three months, by age and gender, March 2020
  6. The Consumer – Key Takeaways

    • High levels of concern surrounding exposure boost travel anxieties
    • Technology usage during lockdown boosts online confidence
    • Dementia remains leading age-related concern
    • COVID-19 leads to increased concern surrounding other health conditions
    • Self-isolation boosts loneliness concerns
    • Over-55s enjoy diverse friendship groups
    • The most financially strong and positive generation
    • Make physical health a priority
    • Opportunities for online streaming platforms to improve engagement
    • COVID-19 accelerates ecommerce uptake
  7. The Impact of COVID-19 on Lifestyles of the Over-55s

    • Exposure anxiety high among over-55s
      • Figure 16: Concern surrounding exposure to the COVID-19 virus, by age, 8-12 January 2021
    • Over-55s remain anxious out of home
      • Figure 17: Level of comfort for over-55s on selected activities, 10-19 November 2020
    • COVID-19 boosts travel anxiety…
      • Figure 18: Impact of COVID-19 and UK lockdowns on the over-55s’ views surrounding selected topics and activities, August 2020
    • …underpinning the need for reassuring campaigns
    • Lockdown leads to less pressure surrounding appearance
      • Figure 19: I have felt less pressure about my appearance during the lockdown than I did before the COVID-19 outbreak, by age and gender, August 2020
    • Technology usage during lockdown boosts online confidence
      • Figure 20: I have become more confident using online communication during the lockdown compared to before the lockdown, by age and gender, August 2020
  8. Health and Lifestyle Concerns of the Over-55s

    • Dementia remains top concern…
      • Figure 21: Over-55s’ top concerns for their future, May 2017 and August 2020
    • …paving the way for continued focus in advertising
    • COVID-19 leads to increased concern surrounding other health conditions…
      • Figure 22: Over-55s who cite one of their top concerns as ‘other health problems’, May 2017 and August 2020
    • …posing further opportunities for VMS and fortified foods…
    • …and even household care brands
    • Fraudsters become less of a worry
    • Loneliness remains a key concern
      • Figure 23: Over-55s who cite one of their top concerns as loneliness, by age and gender, August 2020
    • Anti-loneliness to remain important theme for brands
      • Figure 24: Cadbury’s and Age UK Donate your words campaign, September 2020
  9. The Over-55s and Their Friendship Circles

    • An encouragingly diverse group
      • Figure 25: Diversity within the over-55s’ friendship groups, August 2020
    • Social media may provide a solution to high levels of loneliness
      • Figure 26: Friendship statements relating to the over-55s, August 2020
  10. The Over-55s and Their Finances

    • Over-55s have stronger finances than younger generations
      • Figure 27: How respondents would describe their financial situation, by age, January 2021
    • Over-55s remain positive about future finances
      • Figure 28: Consumer sentiment for the coming year, by age, January 2021
    • Over a third are financially better off than they would have thought
      • Figure 29: Over-55s’ views on their financial situation, August 2020
    • Those with weaker financial confidence typically have more negative financial expectations
      • Figure 30: Over-55s’ views on their current finances, by financial situation, August 2020
  11. Over-55s and Their pre-COVID-19 Lifestyles

    • Low pre-pandemic gym attendance levels
      • Figure 31: Frequency and participation in selected leisure activities pre-COVID, August 2020
    • A third of over-55s visited the cinema pre-COVID-19
    • Shopping for groceries in-person falls due to exposure concerns
      • Figure 32: Frequency and participation in selected leisure activities pre-COVID, August 2020
    • Reassurance is key in attracting the over-55s back into restaurants post-COVID-19
    • Position spa and salon treatments as health treatments
      • Figure 33: Frequency and participation in selected leisure activities pre-COVID, August 2020
  12. Technology Activities of the Over-55s

    • A boost in online shopping for the over-55s during lockdown
      • Figure 34: Technology behaviours of the over-55s, August 2020
    • Over half of over-55s now accessing social media
    • Video calling sees a boost in popularity thanks to social distancing
      • Figure 35: Alcove’s Video Carephone Tablet
  13. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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