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Grey Consumer Market Assessment 2006 Product Image

Grey Consumer Market Assessment 2006

  • ID: 344439
  • June 2006
  • Region: United Kingdom
  • 130 Pages
  • Key Note Publications Ltd

FEATURED COMPANIES

  • Age Concern
  • Help the Aged
  • Sage Group Ltd
  • MORE

This new report, focusing on the Grey Consumer Market, was published first in 2004.
It is well known that the UK, like most other developed countries, is experiencing the phenomenon of an ageing population. This is due to a combination of factors including rising life expectancy and a falling birth rate — and in the UK in particular the effects of the post-war `Baby Boom' are also being felt, as the `population bulge' which was created after the Second World War enters the older lifestage.
This state of affairs creates both problems and opportunities. In the area of public policy, there have been concerns expressed that the working population may not be able to produce sufficient funds to support the growing retired population; and there may also be increased pressures on health and social services.

However, today's `grey market' is characterised by consumers that are healthier, more active, and younger in outlook than their counterparts a generation ago, and as such there are many opportunities for marketers and advertisers who take the trouble to find out what drives this group.
This report contains consumer research findings focusing on this age group, and taken READ MORE >

Note: Product cover images may vary from those shown

FEATURED COMPANIES

  • Age Concern
  • Help the Aged
  • Sage Group Ltd
  • MORE

Executive Summary

1. Introduction
Report coverage
DEFINITION

2. Strategic Overview
POPULATION STATISTICS
Table 1: The UK Population by Age Group (000), 1976-2004
Figure 1: The UK Population by Age Group (000), 2004
Table 2: The UK Population of Adults Aged Over 45 by Age Group (000), 1976-2004
Table 3: Life Expectancy at Birth in the UK by Sex (years), 1981-2005
DEMOGRAPHIC PROFILE
Table 4: Demographic Profile of Adults Aged Over 45 (% of respondents), 2006
INCOME
Table 5: Income and Source of Income by Age of Head of Household Reference Person† in the UK, 2004/2005
Figure 2: Income by Age of Head of Household Reference Person† in the UK, 2004/2005
Table 6: Changes in Disposable and Gross Household Income by Age of Head of Household Reference Person† in the UK, 2002/2003 and 2004/2005
Household EXPENDITURE
Table 7: Average Weekly Household Expenditure by Age of Household Reference Person† (£), 2004/2005
Table 8: Average Weekly Household Expenditure by Age of Household Reference Person† (%), 2004/2005
CAR OWNERSHIP
Table 9: Car Ownership Among Adults Over 45 by Age Group (%), 2005
Figure 3: Car Ownership Among Adults Over 45 by Age Group (%), 2005
Savings and Insurance
Table 10: Those Who Regularly Spend Money on Insurance Policies and on Savings and Investments (% of respondents), 2006
ADVERTISING AND MARKETING

3. Home and Garden
INTRODUCTION
Table 11: Home Ownership Among Adults Aged Over 45 (% of respondents), 2004
Expenditure on Housing
Table 12: Average Annual Household Expenditure on Housing by Age of Household Reference Person† (£), 2004/2005
EXPENDITURE ON DIY AND HOME IMPROVEMENTS
Table 13: Average Annual Expenditure on Household Maintenance and Repair and Alterations/Improvements by Age of Household Reference Person† (£), 2004/2005
Table 14: Those Who Carry Out DIY in the Home (% of adults), 2005
Table 15: DIY Tasks Carried Out (% of adults), 2005
EXPENDITURE ON HOUSEHOLD GOODS AND SERVICES
Table 16: Average Annual Household Expenditure on Household Goods and Services by Households Headed by Adults Over 50 (£), 2004/2005
Figure 4: Average Annual Household Expenditure on Household Goods and Services by Households Headed by Adults Over 50 (£), 2004/2005
EXPENDITURE ON GARDENING
Table 17: Garden Ownership and Size (% of adults), 2005
Table 18: Average Annual Household Expenditure on Horticultural Goods, Garden Equipment and Plants by Households Headed by Adults Over 50 (£), 2004/2005
Table 19: Garden Items Respondents Have Spent Money on in the Last Year (% of adults), 2005
MARKETING AND SUPPLIER ACTIVITY

4. Looking Good and Staying Healthy
INTRODUCTION
EXPENDITURE ON CLOTHING AND PERSONAL APPEARANCE
Table 20: Those Who Regularly Spend Money on Clothes (% of respondents), 2006
Table 21: Average Annual Expenditure on Clothing and Footwear by Households Headed by Adults Over 50 (£), 2004/2005
Figure 5: Average Annual Expenditure on Clothing and Footwear by Households Headed by Adults Over 50 (£), 2004/2005
EXPENDITURE ON PERSONAL CARE
Table 22: Average Annual Expenditure on Personal Care by Households Headed by Adults Over 50 (£), 2004/2005
HEALTH AND WELL-BEING
Expenditure on Medications
Table 23: Those Who Regularly Spend Money on Medications (% of respondents), 2006
Vitamins and Supplements
Table 24: Those Who Regularly Take Vitamins, Minerals or Supplements (% of respondents), 2005
Table 25: Those Who Regularly or Occasionally Take Cod Liver Oil (% of respondents), 2005
Table 26: Where Those Taking Vitamins, Minerals and Supplements Purchase Them From (% of respondents), 2005
Smoking
Table 27: Those Who Have Smoked Cigarettes in the Last 12 Months (% of adults), 2005
Diet
Table 28: Heavy Users† of Fresh Fruit and Vegetables (% of adults), 2005
Table 29: Average Annual Household Expenditure on Fresh Fruit and Vegetables (Excluding Potatoes) by Households Headed by Adults Over 50 (£), 2004/2005
Table 30: Those Who Eat Crisps and/or Savoury Snacks (% of adults), 2005
Table 31: Snack Brands Purchased Regularly by Social Grade (% of respondents), February 2006
Exercise
Table 32: Those Who Have Visited a Leisure Centre, Health Club or Gym in the Last 12 Months (% of adults), 2005
MARKETING AND SUPPLIER ACTIVITY

5. Leisure and Holidays
INTRODUCTION
EXPENDITURE ON LEISURE GOODS AND SERVICES
Table 33: Average Annual Household Expenditure on Audio-Visual, Photographic and Information Processing Equipment by Households Headed by Adults Over 50 (£), 2004/2005
Table 34: Average Annual Household Expenditure on Other Recreational Items and Equipment and on Pets by Households Headed by Adults Over 50 (£), 2004/2005
Table 35: Average Annual Household Expenditure on Newspapers, Books and Stationery by Households Headed by Adults Over 50 (£), 2004/2005
Figure 6: Average Annual Household Expenditure on Newspapers, Magazines and Periodicals by Households Headed by Adults Over 50 (£), 2004/2005
Table 36: Average Annual Household Expenditure on Recreational and Cultural Services by Households Headed by Adults Over 50 (£), 2004/2005
PUBS AND EATING OUT
Table 37: Those Who Visit a Pub for a Drink or Meal (% of adults), 2005
HOLIDAYS AND TRAVEL
Table 38: Average Weekly Household Expenditure on Package Holidays by Households Headed by Adults Over 50 (£), 2004/2005
Table 39: Those Who Have Had Any Holiday in the Last 12 Months (% of adults), 2005
Table 40: Number of Family Members Who Went on Last Holiday Based on Those Who Have Had Any Holidays in the Last 12 Months (% of adults), 2005
MARKETING AND SUPPLIER ACTIVITY

7. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS
SOCIAL FACTORS
TECHNOLOGICAL FACTORS
Table 43: Those With a Personal Computer in Their Household (% of adults), 2005
Table 44: Main User(s) of the Household Personal Computer (% of adults), 2005
Table 45: How the Household Personal Computer is Used (% of adults), 2005
6. International Perspective
Table 41: Proportion of Men and Women Aged Over 60 Living Alone† (%), 2005
Table 42: Living Arrangements of Population Aged Over 60 in Africa, Asia, Latin America/Caribbean and Europe† (%), 2005

8. Consumer Dynamics
Overall Findings
Table 46: Regular Purchases by Those Aged Over 45 (% of respondents), February 2006
SPENDING ON LEISURE
Books and Magazines
Table 47: Those Regularly Spending Money on Books and Magazines (% of respondents), 2006
Music
Table 48: Those Regularly Spending Money on Compact Discs, Records or Tapes (% of respondents), 2006
Cinema and Theatre
Table 49: Those Regularly Spending Money on Going to the Cinema or Theatre (% of respondents), 2006
Eating and Drinking Out
Table 50: Those Regularly Spending Money on Eating Out and Drinking in Pubs (% of respondents), 2006
SPENDING ON CLOTHES
Table 51: Those Regularly Spending Money on Clothes (% of respondents), 2006
SPENDING ON OTHERS
Table 52: Those Regularly Spending Money on Presents for Other People (% of respondents), 2006
SPENDING ON HOME AND GARDEN
Table 53: Those Regularly Spending Money on Gardening and Home Improvements (% of respondents), 2006
Home Furnishings
Table 54: Those Regularly Spending Money on Things for the Home (% of respondents), 2006
SPENDING ON MORTGAGE OR RENT
Table 55: Those Regularly Spending Money on Mortgage and Rent (% of respondents), 2006
SPENDING ON FINANCIAL PRODUCTS
Table 56: Those Regularly Spending Money on Insurance and Savings (% of respondents), 2006
SPENDING ON MEDICATIONS
Table 57: Those Regularly Spending Money on Medications (% of respondents), 2006

9. Company Profiles
AGE CONCERN
Corporate Strategy
Profitability
Table 58: Financial Results for Age Concern Enterprises Ltd (£000), Years Ending 31st March 2003-2005
Recent and Future Developments
HELP THE AGED
Corporate Strategy
Profitability
Table 59: Financial Results for Help the Aged (£000), Years Ending 30th April 2003-2005
Recent and Future Developments
SAGA GROUP LTD
Corporate Strategy
Profitability
Table 60: Financial Results for Saga Group Ltd (£000), Years Ending 31st January 2003-2005
Recent and Future Developments

10. The Future
Table 61: Projected UK Population by Age Group (000), 2005-2010
Table 62: Projected UK Population by Age Group (%), 2005-2010
Table 63: Projected UK Population Over 45 by Age Group (000), 2005-2010

11. Consumer Confidence
METHODOLOGY
KEY FINDINGS THIS QUARTER
THE WILLINGNESS TO BORROW
A Slow Start to 2006
Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2005, May 2005, August 2005, November 2005 and February 2006
The Desire to Borrow Stays Strong
Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), February 2005, May 2005, August 2005, November 2005 and February 2006
THE WILLINGNESS TO SPEND FROM SAVINGS
Spending From Savings Declines
Table C: The Proportion of Adults Without Any Savings (%), February 2005, May 2005, August 2005, November 2005 and February 2006
Table D: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2005, May 2005, August 2005, November 2005 and February 2006
Consumers Increasingly Cautious
Table E: The Average Amounts Adults are Confident Spending to Purchase Expensive Items (£ and %), February 2005, May 2005, August 2005, November 2005 and February 2006

12. Further Sources
General Sources
Government Sources
Other Sources
Bisnode Sources

Note: Product cover images may vary from those shown

FEATURED COMPANIES

  • Age Concern
  • Help the Aged
  • Sage Group Ltd
  • MORE

In 2004 there were over 3 million more adults over the age of 45 than there were in 1976, with the population of over-45 year-olds increasing by 15% from 21 million to 24.1 million. This can be attributed to two principal factors. Adults in this age group were part of the post-war `Baby Boom' population — an increase in the birth rate which took place during the late 1940s and the 1950s. This has led to a `population bulge' at each successive age group reached by this cohort. The other contributory factor is the increase in life expectancy, as a result of improved living conditions and advances in healthcare. This has led to an increase of nearly 20% in the population aged over 65 between 1976 and 2004.

As well as becoming more numerous, there is evidence to show that older adults are becoming more affluent. Government figures show that households headed by adults aged 50 to 64 years have experienced larger increases in both gross and disposable incomes over the past 2 years than has been the case for any other age group.
This original consumer research, commissioned specifically for this report and carried out by NEMS Market Research highlighted a number of differences between the spending patterns of adults over 45 and those of the population as a whole.

For example, people in this age group are considerably more likely than average to spend money on gardening, and are slightly more likely to have insurance policies. They are also less likely to be paying a mortgage or rent, thus leaving them with a higher disposable income.

There are a number of areas in which the over-45s are less likely than average to spend money. These include leisure activities (eating out, recorded music, drinking in pubs and going to the theatre), and personal/household spending, such as clothes and purchases for the home. However, the over-45 age group covers a very wide spectrum, including those over 75 years old, and there are considerable variations in spending among different age groups within this span.

Spending areas in which there is little or no difference between the over-45 age group and the population as a whole include gifts for friends and family, books and magazines, savings and investments, DIY and home improvements and medications.

The over-45 population will go on increasing over the next 5 years. The most recent government population projections suggest that there will be 26.2 million adults in this age group in the UK by 2010 — a 7.3% increase on the 2005 figure. During the same period, there will be a 1% decrease in the number of adults aged under 45.

Note: Product cover images may vary from those shown

- Age Concern
- Help the Aged
- Sage Group Ltd

Note: Product cover images may vary from those shown
Note: Product cover images may vary from those shown

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