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US Seniors and Health market report

Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report explores the consumer attitudes and behaviors of Seniors (aged 65+) toward personal health as well as attitudes toward professional healthcare services.

For the purposes of this Report, Mintel has used the following definitions:

  • Younger Seniors: internet users aged 65-74
  • Older Seniors: internet users aged 75+

What you need to know

The number of Seniors, adults aged 65+, is on the rise, and by 2022 will account for 17.7% of the total US population. Today’s Seniors are increasingly tech savvy, yet remain dedicated to the basics of health management. The current age of a Senior, younger (65-74) versus older (75+), influences their health attitudes and healthcare needs. Still, Seniors are engaged in proactive health measures that ease the impact of aging, which is generating positive health perceptions for the majority.

Expert analysis from a specialist in the field

Written by Marissa Gilbert, a leading analyst in the Health & Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The number of Seniors, adults aged 65+, is on the rise, and by 2022 will account for 17.7% of the total US population. Today’s Seniors are increasingly tech savvy, yet remain dedicated to the basics of health management. The current age of a Senior, younger (65-74) versus older (75+), influences their health attitudes and healthcare needs. Still, Seniors are engaged in proactive health measures that ease the impact of aging, which is generating positive health perceptions for the majority. Marissa Gilbert
Senior Health & Wellness Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Millennials focusing on some aspect of wellness
            • Figure 1: Health focuses, March 2018
          • Millennials’ wellness is a work in progress
            • Figure 2: Agree wellbeing is a work in progress, March 2018
          • Speak to Millennials based on their life stage
            • Figure 3: Health focuses, gender by current marital status, March 2018
          • The issues
            • An absence of health issues minimizes the need for remedies
              • Figure 4: Health expectations, Millennials indexed to average, March 2018
            • Wellness is not representing the diversity of the Millennial generation
              • Figure 5: Important brands support diversity, by race and Hispanic origin, March 2018
            • The opportunities
              • Keep wellness light; but feed an informational need
                • Figure 6: Health sources, Millennials indexed to average, March 2018
              • Single female Millennials are a work in progress; key target for health brands
                • Figure 7: Repertoire of health focuses, gender by current marital status, March 2018
              • What it means
              • The Market – What You Need to Know

                • Millennials, Millennials, Millennials!
                  • Millennial melting pot isn’t apparent in wellness
                    • Adulting impacts resources to manage wellness
                    • Millennials by the Numbers

                      • The greatest generation, in size
                        • Figure 8: Population by generation, 2013-23
                      • Diverse Millennial segment calls for inclusive messaging
                        • Figure 9: Distribution of generations, by race, 2018
                        • Figure 10: Distribution of generations by Hispanic origin, 2018
                      • Millennials are experiencing major lifestage changes
                        • Getting married or staying single
                          • Figure 11: Distribution of households, by age of householder and type of household, 2016
                        • To have or not have children
                          • Figure 12: Households with own children under age 18, by age of householder by share with children, 2017
                        • Increasing income, yet tightened budgets
                          • Figure 13: Current financial situation, Millennials vs all, December 2016
                      • Key Trends – What You Need to Know

                        • Image and invincibility drive Millennials’ health behaviors
                          • Natural solutions, tech, and open dialogs drive health management
                            • Waistlines and White wellness challenge Millennials
                              • Digital and holistic care, adulting classes will close wellness gaps
                              • Millennials’ Health Profile

                                • There’s a new “Me Generation” in health management
                                    • Figure 14: Health and wellbeing segmentation, Fall 2017
                                  • Health and wellbeing segmentation definitions
                                  • What’s In?

                                    • Naturally focused health management
                                      • Figure 15: Attitudes toward natural lifestyles – Any agree (net), by generation, April 2017
                                    • Millennials and health tech fit like avocados and toast
                                      • Figure 16: Use technology to monitor health, Millennials indexed to average, March 2018
                                    • Get social and discuss health topics
                                      • Figure 17: Like talking about health topics and seek out new trends, Millennials indexed to average, March 2018
                                  • What’s Struggling?

                                    • Millennials are facing constant weight management
                                      • Figure 18: US prevalence of obesity among adults aged 20 and over, by age group, 2016
                                      • Figure 19: Weight management status, by generation, July 2017
                                    • Is wellness too White?
                                    • What’s Next?

                                      • Health care technology will mainstream at the behest of Millennials
                                        • Millennials will drive holistic health care forward
                                          • Retail wellness experience evolves
                                            • Figure 20: Locations for proactive health care, by generation, October 2017
                                        • The Consumer – What You Need to Know

                                          • Millennials are healthy; but it doesn’t define them
                                            • Millennials approach wellness by building on individual focuses
                                              • Health information comes from informal sources
                                                • Millennials are knowledgeable on most health-related topics
                                                  • Millennials require value, transparency from health and wellness brands
                                                    • When forced, Millennials willing to make sacrifices to improve health
                                                    • Health Self Perceptions

                                                      • Millennials are optimistic about their health
                                                        • Figure 21: Health expectations, Millennials indexed to average, March 2018
                                                      • Like most adults, Millennials’ wellness is a work in progress
                                                        • Figure 22: Wellbeing work in progress, preventing chronic illnesses and struggle to improve, Millennials indexed to average, March 2018
                                                      • A healthy lifestyle isn’t a distinct Millennial identity
                                                        • Figure 23: Healthy lifestyle, feel in control of wellbeing, and currently satisfied, Millennials indexed to average, March 2018
                                                      • Young women need help in their journey
                                                        • Figure 24: Health expectations, by gender and age, March 2018
                                                    • Health Focuses

                                                      • Millennials are taking a holistic approach to health
                                                        • Millennials are key target in the sleep market
                                                          • In addition to traditional health efforts, Millennials focus on connections
                                                            • Figure 25: Health focuses, Millennials indexed to average, March 2018
                                                          • Single women focus on more; marriage improves men’s efforts
                                                            • Figure 26: Health focuses, gender by current marital status, March 2018
                                                        • Health Sources

                                                          • Health information comes from informal sources
                                                            • Figure 27: Health sources, Millennials indexed to average, March 2018
                                                          • Too many sources could be hindering progress
                                                            • Figure 28: Health sources, by Millennials who struggle to improve wellness, March 2018
                                                          • Starved for information; brands can foster conversations
                                                            • Figure 29: Health sources, by Millennials who like talking about health topics, March 2018
                                                        • Information Gap

                                                          • Millennials are knowledgeable, but no more than the average adult
                                                            • Figure 30: Health information gap, Millennials indexed to average, March 2018
                                                          • Most Millennials know a little; parents know more
                                                            • Figure 31: Health information gap, March 2018
                                                            • Figure 32: Health information gap – Know a lot, by gender and parental status, March 2018
                                                          • Black and Hispanics want to learn more
                                                            • Figure 33: Health information gap – Know nothing but interested in learning more, by race and Hispanic origin, March 2018
                                                        • Health Brand Identity

                                                          • Affordability is the main driver, status is uniquely Millennial
                                                            • Figure 34: Health brand identities, Millennials indexed to average, March 2018
                                                          • Young women want affordable total wellness lifestyle brand
                                                            • Figure 35: Select health brand identities, by gender and age, March 2018
                                                          • Black Millennials place emphasis on supporting diversity
                                                            • Figure 36: Select health brand identities, by race and Hispanic origin, March 2018
                                                          • Healthy Millennials want fringe benefits, strugglers want transparency
                                                            • Figure 37: Health brand identities, by health expectations, March 2018
                                                        • Barriers to Health and Wellbeing Improvement

                                                          • When forced, Millennials willing to make sacrifices to improve health
                                                            • Figure 38: Barriers to health and wellbeing improvement, by any rank, Millennials indexed to average, March 2018
                                                            • Figure 39: Barriers to health and wellbeing improvement, by rank, March 2018
                                                          • Life stage differences impact changes willing to make
                                                            • Figure 40: Barriers to health and wellbeing improvement, any rank, by gender and parental status, March 2018
                                                          • Personal sacrifices are needed to achieve better-than-expected health
                                                            • Figure 41: Health brand identities, by health expectations, March 2018
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                • Appendix – The Consumer

                                                                  • Health brand identity; highlight your niche
                                                                    • Figure 42: TURF analysis – Health brand identity, March 2018
                                                                  • Methodology