市場調査レポート

中国の55歳超の消費者に向けたマーケティング

Marketing to Over 55s - China - February 2015

発行 Mintel China 商品コード 335215
出版日 ページ情報 英文
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中国の55歳超の消費者に向けたマーケティング Marketing to Over 55s - China - February 2015
出版日: 2015年01月31日 ページ情報: 英文
概要

中国では、2030年には60歳超の人口が4億人に達し、全人口の1/4を占めるまでになります。このような環境にありながら、55歳超の消費者グループをターゲットとした商品やサービスの数は現時点では惨めなほどに少ない状況にあります。

当レポートでは、中国における55歳超の消費者に向けたマーケティングについて精査しており、中国の55歳超人口の特性、市場の課題、また、55歳超消費者の動向をさまざまな角度から詳細に検証しています。

第1章 序論

  • 定義
  • レポート構成
  • 調査手法
  • 略語

第2章 エグゼクティブ・サマリー

  • 中国の55歳超人口について
  • 55歳超消費者をターゲットとしている企業、していない企業
  • 消費者
  • 現在の財務状況: 55歳超人口の過半数が支出に回せる金を保有している
  • 支出傾向の変化: 食料品と医療費とが55歳超の消費者の支出額増のトップを占めている
  • 自由に使える金の支出動向: 自由に使える金額の支出についても食料品と医療費とがトップを占める
  • 今後のプラン: より健康的な食事とより多くの家族の時間を持つことが今もなお重要な切望事項
  • 今後の休暇プラン: 家族一緒の休暇が今なお高齢消費者の理想
  • ショッピングに対する考え方: シニア消費者は品質と慣れ親しんだ商品であることに重きを置く
  • 重要事項
  • 中国の55歳超人口は本当にそれほど保守的か?
  • 高齢消費者は今も無視され続けているのか?
  • オンラインに進むこと、アパートから外出すること
  • 経験から品質が高いものを求める
  • Mintel Chinaの考察

第3章 市場の課題と重要点

  • 中国の55歳超人口は本当にそれほど保守的か?
    • 市場データ
    • 将来予測
  • 高齢消費者は今も無視され続けているのか?
  • オンラインに進むこと、アパートから外出すること
  • 経験から品質が高いものを求める

第4章 トレンド応用

第5章 中国の55歳超人口を知る

  • 中国における55歳超人口とは
  • オンライン消費者および冒険心に富む消費者
  • 「予算を守り、手は空いている」消費者
  • 高齢化人口
  • 巨大なビジネス機会を持った市場
  • 子が親を敬う伝統
  • 「高齢」の再定義に対する反応

第6章 55歳超消費者をターゲットとしている企業、していない企業

  • 55歳超消費者を積極的にターゲットしている産業部門
  • 55歳超に狙いを定めている乳製品
  • 55歳超に狙いを定めている朝食用シリアル製品
  • 55歳超に狙いを定めているヘルスケア製品
  • 55歳超に狙いを定めている暖かい飲料製品
  • スイートスプレッド
  • ベーカリー製品
  • 失禁用製品
  • 55歳超に狙いを定めているその他の商品
  • シニアを引きつけているサービス部門
  • 未だ積極的には55歳超に狙いを定めていない産業部門
  • 化粧品、ビューティ商品、およびサービス
  • 55歳超に狙いを定めているヘルスケア用品ならびに加工食品の将来性
  • 金融サービス

第7章 消費者動向 - 現在の金銭的状況

第8章 消費者動向 - 支出習慣の変化

第9章 消費者動向 - 自由に使える金額の支出習慣

第10章 消費者動向 - 将来の支出プラン

第11章 消費者動向 - 将来の休暇プラン

第12章 消費者動向 - ショッピングに対する考え方

付録

目次

"In China, the number of people above the aged 60 or over will reach 400 million in the early 2030s, representing a quarter of the country's total population. To put this into perspective, the total US population is officially forecast to be 359.4 million in 2030. The United Nations forecasts that 30% of all Chinese people will be older than 60 by 2040, and a quarter of the population by 2050. National Bureau of Statistics forecasts hold that 2015 will see the over-60s population surpass 230 million.

Yet the number of products and services aimed at the over-55s consumer group remains pitifully small. Of the nearly 15,000 new products picked up in China by Mintel's GNPD new product database during 2014, only 33 (0.2%) made the claim of being aimed at people over the age of 55. This illustrates a mismatch between the size of the over-55s consumer market in China, and the number of new products and services being targeted at that consumer group.

The key finding of this report is that there is a huge potential market, full of opportunities, that is largely being ignored by product and services marketers. For companies that can engage with over-55s consumers, and adapt their products to serve their needs better, or can come up with innovative new solutions to solve lives problems for the over-55s, there is a wealth of opportunity and potential for new business growth."

- Matthew Crabbe, Director of Research, Asia-Pacific

In this report, we answer the key questions:

  • Why, despite the over-55s being a significant and growing segment in China's domestic consumer economy, is it that potential marketing is still not being fully developed?
  • What are the over-55 consumers looking to spend their not insignificant pools of savings and cash-in-hand on?
  • How are the over-55s planning to enjoy their later years, and what motivates them to spend?
  • What are over-55 people spending more, about the same or less on?
  • What can companies do to successfully market to older Chinese people, apart from simply not ignoring this significant group of consumers?

Table of Contents

1. Introduction

  • Definition
  • Report structure
  • Methodology
  • Abbreviations

2. Executive Summary

  • Getting to know China's over-55s
    • Figure 1: Target Groups, October 2014
  • Who's targeting the over-55s, or not?
    • Figure 2: China - Percentage breakdown of new product launches aimed at over-55s by broad product category, 2003-14
  • The consumer
  • Current financial situations: Well over half of over-55s have money left to spend
    • Figure 3: Consumer current financial situation, October 2014
  • Changes in spending habits: Food and healthcare lead the over-55s spending increases
    • Figure 4: Changes in consumer spending habits over the past 12 months, October 2014
  • Discretionary spending habits: Food and healthcare also lead discretionary spending
    • Figure 5: Consumer discretionary spending by broad sector of expenditure, October 2014
  • Plans for the coming year: Healthier eating and more family time remain key aspirations
    • Figure 6: Consumer planning for activities in the coming 12 months, October 2014
  • Holiday plans for the coming year: Family holidays still older consumers' ideal
    • Figure 7: Consumer planning for holidays in the coming 12 months, October 2014
  • Attitudes to shopping: Seniors seek quality and familiarity
    • Figure 8: Consumer attitudes to shopping, October 2014
  • Key Issues
  • Are China's over-55s really so conservative?
  • Are older consumers still being ignored?
  • Getting online and out the apartment
  • Experience leads to higher quality expectations
  • What we think

3. Issues and Insights

  • Are China's over-55s really so conservative?
  • The facts
    • Figure 9: Consumer attitudes to trying new shops and trying new products, October 2014
  • The implications
  • Are older consumers still being ignored?
  • The facts
  • The implications
  • Getting online and out the apartment
  • The facts
  • The implications
  • Experience leads to higher quality expectations
  • The facts
  • The implications

4. Trend Applications

  • Without a care
  • The Stat:
  • The Idea:
  • Futures: East Meets West
  • The Stat:
  • The Idea:
  • Futures: Old Gold
  • The Stat:
  • The Idea:

5. Getting to Know China's Over-55s

  • Key points
  • Who are China's over-55s?
    • Figure 10: Target Groups, October 2014
  • The 'Stick to what you know' consumers
  • Who they are
  • What they like
  • Marketing approach
  • The 'Online and adventurous' consumers
  • Who they are
  • What they like
  • Marketing approach
  • The 'On a budget and unengaged' consumers
  • Who they are
  • What they like
  • Marketing approach
  • An aging population
    • Figure 11: The population of the over-60s in China, 2000, 2005, 2010 and 2015
    • Figure 12: Decline in birth rate over 20 years, 1994-2013
  • A huge opportunity market
    • Figure 13: China - Potential size of the over-65s consumer economy, compared with other nation GDP data, 2009-14
  • The tradition of filial piety
  • Responding to redefined ideas of 'old age'

6. Who's Targeting the Over-55s, Or Not?

  • Key points
  • Sectors where over-55s are being actively targeted
    • Figure 14: China - Percentage breakdown of new product launches aimed at over-55s by broad product category, 2003-14
    • Figure 15: China - Percentage of all new products launched each year targeted at the over -55s over the period of 2003-14
  • Dairy products aimed at over-55s
    • Figure 16: Percentage breakdown of new dairy product launches aimed at over-55s by product type, 2003-14
    • Figure 17: Companies most active in targeting dairy products at the over-55s, 2003-14
  • Breakfast cereal products aimed at over-55s
    • Figure 18: Percentage breakdown of new breakfast cereal launches aimed at over-55s by product type, 2003-14
  • Healthcare products aimed at over-55s
    • Figure 19: Percentage breakdown of new healthcare product launches aimed at over-55s by product type, 2003-14
  • Hot beverage products aimed at over-55s
    • Figure 20: Percentage breakdown of new hot beverage launches aimed at over-55s by product type, 2003-14
  • Sweet spreads
  • Bakery products
  • Incontinence products
  • Other products aimed at over-55s
    • Figure 21: China - Percentage breakdown of other new product launches aimed at over-55s by product type, 2003-14
  • Service sectors attracting seniors
  • Sectors where over-55s are yet to be actively targeted
  • Cosmetics and beauty products and services
  • Potential for more healthcare and packaged food products aimed at the over-55s
    • Figure 22: Percentage breakdown of new product launches aimed at over-55s by broad product category, Global vs China, 2003-14
  • Financial services

7. The Consumer - Current Financial Situations

  • Key points
  • Well over half of over-55s have money left to spend
    • Figure 23: Consumer current financial situation, October 2014
    • Figure 24: Statements about current financial situation, September 2013
  • Men below age of 70 are those most likely to have spare cash
    • Figure 25: Consumer current financial situation, by gender and age group, October 2014
  • RMB 8,000 monthly household income the 'spare cash' break point
    • Figure 26: Consumer current financial situations, by monthly household income group, October 2014
  • Tier 1 still where the extra money is
    • Figure 27: Consumers surveyed by monthly household income and city, October 2014
    • Figure 28: Consumer current financial situation, by city tier, October 2014
  • Sectors enjoying spare cash spending
    • Figure 29: Sectors where consumer are spending more over the past 12 months, by current consumer financial situation, October 2014
  • Sectors suffering belt-tightening
    • Figure 30: Sectors where consumer are spending less over the past 12 months, by current consumer financial situation, October 2014
  • How consumers view their financial situation
    • Figure 31: Consumer views on current financial situation, October 2014
  • Supporting children or grandchildren restricts spending
    • Figure 32: Consumer views on current financial situations, by gender and age group, October 2014
    • Figure 33: Consumer views on current financial situations, by monthly household income group, October 2014
  • The financial planners are spending more
    • Figure 34: Sectors where consumer spending has increased over the past 12 months, by Consumer views on current financial situations, October 2014

8. The Consumer - Changes in Spending Habits

  • Key points
  • In-home food and healthcare lead the over-55s spending increases
    • Figure 35: Changes in consumer spending habits over the past 12 months, October 2014
  • The over-55s spending increases by demographics
    • Figure 36: Changes in consumers spending more over the past 12 months, by gender and age group, October 2014
  • The over-55s spending increases by income and employment
    • Figure 37: Changes in consumers spending more over the past 12 months, by monthly household income group, October 2014
    • Figure 38: Changes in consumers spending more over the past 12 months, by employment status, October 2014

9. The Consumer - Discretionary Spending Habits

  • Key points
  • Food and healthcare also lead discretionary spending
    • Figure 39: Consumer discretionary spending by broad sector of expenditure, October 2014
  • Discretionary spending by demographics
    • Figure 40: Consumer discretionary spending by broad sector of expenditure, by gender and age group, October 2014
  • Discretionary spending by income
    • Figure 41: Consumer discretionary spending by broad sector of expenditure, by monthly household income group, October 2014
  • Highly diverse preferences of discretionary spending by location
    • Figure 42: Consumer discretionary spending by broad sector of expenditure, by city, October 2014
    • Figure 43: Consumer discretionary spending by broad sector of expenditure, by city tier, October 2014
  • Discretionary spending by key consumer segment
    • Figure 44: Consumer discretionary spending by broad sector of expenditure, by key consumer segment, October 2014

10. The Consumer - Plans for the Coming Year

  • Key points
  • Healthier eating and more family time remain key aspirations
    • Figure 45: Consumer planning for activities in the coming 12 months, October 2014
    • Figure 46: Activities planned for the next 12 months, September 2013
  • Life plans by demographics
    • Figure 47: Consumer planning for activities in the coming 12 months, by age group, October 2014
    • Figure 48: Consumer planning for activities in the coming 12 months, by gender and age group, October 2014
  • Life plans by income
    • Figure 49: Consumer planning for activities in the coming 12 months, by monthly household income group, October 2014
  • Life plans by location
    • Figure 50: Consumer planning for activities in the coming 12 months, by city, October 2014
    • Figure 51: Consumer planning for activities in the coming 12 months, by city tier, October 2014

11. The Consumer - Holiday Plans for the Coming Year

  • Key points
  • Family holidays still older consumers' ideal
    • Figure 52: Consumer planning for holidays in the coming 12 months, October 2014

12. The Consumer - Attitudes to Shopping

Key points Seniors seek quality and familiarity Figure 53: Consumer attitudes to shopping, October 2014 Seniors' attitudes to shopping by demographics Figure 54: Consumer attitudes to shopping, by gender and age group, October 2014 Seniors' attitudes to shopping by income Figure 55: Consumer attitudes to shopping, by monthly household income group, October 2014 Seniors' attitudes to shopping by location Figure 56: Consumer attitudes to shopping, by city, October 2014 Figure 57: Consumer attitudes to shopping, by city tier, October 2014

13. Appendix - The Consumer - Current Financial Situation 1

  • Figure 58: Consumer current financial situations, October 2014
  • Figure 59: Consumer current financial situation, by demographics, October 2014
  • Figure 60: Changes in consumer spending habits over the past 12 months, by current consumer financial situation, October 2014

14. Appendix - The Consumer - Current Financial Situation 2

  • Figure 61: Consumer current financial situation, October 2014
  • Figure 62: Consumer current financial situation, by demographics, October 2014
  • Figure 63: Changes in consumer spending habits over the past 12 months, by current consumer financial situation, October 2014

15. Appendix - The Consumer - Changes in Spending Habits

  • Figure 64: Changes in consumer spending habits over the past 12 months, October 2014
  • Figure 65: Changes in consumer spending habits over the past 12 months - Food and non-alcoholic beverages for the home, by demographics, October 2014
  • Figure 66: Changes in consumer spending habits over the past 12 months - Medical/healthcare, by demographics, October 2014
  • Figure 67: Changes in consumer spending habits over the past 12 months - Food and non-alcoholic beverages outside of the home, by demographics, October 2014
  • Figure 68: Changes in consumer spending habits over the past 12 months - Holidays/travelling, by demographics, October 2014
  • Figure 69: Changes in consumer spending habits over the past 12 months - Entertainment/leisure, by demographics, October 2014
  • Figure 70: Changes in consumer spending habits over the past 12 months - Fashion, by demographics, October 2014
  • Figure 71: Changes in consumer spending habits over the past 12 months - Household care products, by demographics, October 2014
  • Figure 72: Changes in consumer spending habits over the past 12 months - Personal care, by demographics, October 2014
  • Figure 73: Changes in consumer spending habits over the past 12 months - Mobile phone, by demographics, October 2014
  • Figure 74: Changes in consumer spending habits over the past 12 months - Transport, by demographics, October 2014
  • Figure 75: Changes in consumer spending habits over the past 12 months - Alcoholic drinks and tobacco, by demographics, October 2014
  • Figure 76: Changes in consumer spending habits over the past 12 months - Electronic equipment, by demographics, October 2014

16. Appendix - The Consumer - Discretionary Spending Habits

  • Figure 77: Consumer discretionary spending by broad sector of expenditure, October 2014
  • Figure 78: Most popular consumer discretionary spending by broad sector of expenditure, by demographics, October 2014
  • Figure 79: Next most popular consumer discretionary spending by broad sector of expenditure, by demographics, October 2014
  • Figure 80: Other consumer discretionary spending by broad sector of expenditure, by demographics, October 2014
  • Figure 81: Consumer discretionary spending by broad sector of expenditure, by most popular consumer planning for activities in the coming 12 months, October 2014
  • Figure 82: Consumer discretionary spending by broad sector of expenditure, by next most popular consumer planning for activities in the coming 12 months, October 2014
  • Figure 83: Consumer attitudes to shopping, by most popular consumer discretionary spending by broad sector of expenditure, October 2014
  • Figure 84: Consumer attitudes to shopping, by next most popular consumer discretionary spending by broad sector of expenditure, October 2014

17. Appendix - The Consumer - Plans for the Coming Year

  • Figure 85: Consumer planning for activities in the coming 12 months, October 2014
  • Figure 86: Most popular consumer planning for activities in the coming 12 months, by demographics, October 2014
  • Figure 87: Next most popular consumer planning for activities in the coming 12 months, by demographics, October 2014
  • Figure 88: Other consumer planning for activities in the coming 12 months, by demographics, October 2014
  • Figure 89: Consumer planning for activities in the coming 12 months, by current consumer financial situation, October 2014

18. Appendix - The Consumer - Holiday Plans for the Coming Year

  • Figure 90: Consumer planning for holidays in the coming 12 months, October 2014

19. Appendix - The Consumer - Attitudes to shopping

  • Figure 91: Consumer attitudes to shopping, October 2014
  • Figure 92: Agreement with the statement 'It's best to stick to shops you've been to rather than going to new ones', by demographics, October 2014
  • Figure 93: Agreement with the statement 'It is better to stick to the products you use rather than trying new ones', by demographics, October 2014
  • Figure 94: Agreement with the statement 'It's good to experience something new rather than sticking to the same things', by demographics, October 2014
  • Figure 95: Agreement with the statement 'It is worth paying a bit more for products that are of higher quality', by demographics, October 2014
  • Figure 96: Agreement with the statement 'It is worth waiting until products go on sale to buy', by demographics, October 2014
  • Figure 97: Agreement with the statement 'There is a lack of advertisements that target the elder group', by demographics, October 2014
  • Figure 98: Agreement with the statement 'There is a lack of products designed for people of my age', by demographics, October 2014
  • Figure 99: Agreement with the statement 'Online shopping is just a trend', by demographics, October 2014
  • Figure 100: Agreement with the statement 'Online security puts me off online shopping', by demographics, October 2014
  • Figure 101: Agreement with the statement 'The process of online shopping is too complicated', by demographics, October 2014
  • Figure 102: Agreement with the statement 'It is easier to shop online than in-store', by demographics, October 2014

20. Appendix - Further Analysis by Target Groups

  • Figure 103: Target groups, by demographics, October 2014
  • Figure 104: Consumer current financial situation, by target groups, October 2014
  • Figure 105: Consumer current financial situation, by target groups, October 2014
  • Figure 106: Changes in consumer spending habits over the past 12 months, by target groups, October 2014
  • Figure 107: Consumer discretionary spending by broad sector of expenditure, by target groups, October 2014
  • Figure 108: Consumer attitudes to shopping, by target groups, October 2014
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