A recent conference in Singapore discussed nutrition trends toward healthy-ageing. Called the Healthy Ageing APAC Summit, a speaker from Euromonitor explained 5 consumer trends shaping demand for new ‘healthy ageing’ products; Food for prevention Seeing food as a first line of preventative medicine. Becoming more nutritionally aware of the relationship between good food and good […]
APAC
Japanese fitness market dominated by consumers over 60 years of age. A sign of the times
Japanese gym goers in their 60’s account for 37% of the 400 billion yen spent annually on fitness clubs, while those in their 70’s represent 21%. This dwarfs the share occupied by younger folks in either their 20s and 30s, according to studies by the Ministry of Economy, Trade and Industry (2012) and Nikkei Marketing […]
Demographic marketing has become irrelevant in China; Research
Demographic marketing is dead. Long live psychographics! This has been a constant theme of my thinking for the past 5 years and it is now confirmed to be true even in the exploding market of China. Today Chinese people are far less siloed by age, cohort or region according to research conducted by advertising company […]
Why is this perfectly age-neutral product focussing on younger consumers?
It’s hard to get excited about shoe insoles, but I recently spotted this ‘age-neutral’ print ad for Dr Scholl’s GelActiv™ and I thought “how clever that they’ve designed a product for older people but kept it age-neutral”. That would make perfect sense, right? After all, age brings with it a combination of the 25 effects of […]
Bank TV spot captures the essence of ageless marketing
Through the lead-lined curtain of Millennial Marketing Madness (M3) we get an occasional glimpse of ageless marketing. This time it’s a TV spot from UOB (a Singapore Bank), and I love it. Marketers are often hood-winked to believing that Millennials, GenX and others are unique, as if creatures from another planet. But ultimately, each generation […]
Ageing will produce some very large winners at the industry level – Deloitte report
Industry winners in ageing populations will not be limited to the stereotypical ageing businesses. Deloitte’s Voice of Asia report states; “Ageing populations will generate a “growth cluster” of vibrant businesses at the heart of the collision of megatrends such as rising life expectancies, increasing relative health care costs, and tightening public sector health budgets”. Sadly, […]
Across Asia-Pacific the stereotypes of older consumers simply don’t apply anymore
Every day, week, month and year ‘new’ people are turning 50, 60 and 70 and in so doing, they change forever the outdated stereotypes often held by younger marketers. To remind the context, “the older consumer market is is the largest, fastest-growing (in some cases the only growing) segment of population in most developed markets of […]
Asian countries have the fastest rise in old-age dependency ratio
When one thinks about ageing societies and dependency ratios, Japan and Germany are usually top of mind. But this chart from Goldman Sachs shows that countries of Asia pacific are catching up fast on the older parts of the planet. Specifically, Hong Kong, Singapore, Korea and Taiwan lead the charge followed closely by Thailand and China. India, […]
Asia’s older consumers are just as dynamic in society’s evolution as younger generations
Brands need to take heed about how much the lifestyles of older Asians have changed according to The Generation Game: Understand the different life stages of the Asian consumers from research company Mintel. Here are a few other quotable quotes from the report; Brands need to keep in mind that older lifestyles need change, and […]
40 percent of Japan’s mobile users are 55+
At 39.2%, this is far ahead of other countries with ageing populations.
