Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on The vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Market sizes (historic and forecasts), company shares, brand shares and distribution data.
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Attitudes to Ageing
Keeping Up Appearances
Health and Fitness
Outlook and Recommendations
Methodology and Sources
Living longer healthier:
The boundaries of old age continue to shift as we live longer and take better care of our health and wellbeing. The number of over 60s has risen by a third over the last decade, making this the fastest growing consumer segment.
Baby boomers are redefining ageing
Baby boomers are less conservative than their predecessors and are influenced by media images of active and wrinkle-free models and celebrities. They are generally unwilling to take a passive attitude towards ageing, and are attempting to remain youthful, healthy and energetic for as long as they can.
A burgeoning market for “age management”
A large and growing market has arisen for products and treatments that help protect the skin and hair or reverse the signs of ageing. This includes anti-agers and other beauty products that incorporate anti-ageing properties; beauty devices; and cosmetic procedures, such as injectable fillers.
A holistic lifestyle
More consumers are taking a holistic approach to ageing, paying attention to good nutrition and recognising the need to balance their emotional wellbeing with keeping their body active and mind sharp. This is benefiting a range of health and wellness foods and beauty-positioned supplements.
A healthy brain and positive mindset are further essential components to staying youthful. With Alzheimer’s disease and dementia being big concerns for ageing consumers, they are choosing to remain socially and intellectually active by staying in work longer, travelling, learning new skills or using brain training apps.
Adapting to the mature consumer
Companies are responding to the needs of an ageing consumer base by adapting or segmenting their products and packaging; offering greater customisation; and casting older icons in their advertising campaigns.