市場調査レポート

「健康な高齢化」に関する消費者の傾向

Consumer Trends in Healthy Aging

発行 Natural Marketing Institute 商品コード 235259
出版日 ページ情報 英文 150 Pages
納期: 即日から翌営業日
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「健康な高齢化」に関する消費者の傾向 Consumer Trends in Healthy Aging
出版日: 2012年02月29日 ページ情報: 英文 150 Pages
概要

当レポートでは、2011年1月に実施した米国の消費者3,659人(うち1,215人はベビーブーム世代(46〜65歳))に対する聞き取り調査に基づき、米国のベビーブーマーの健康・生活面に関する消費者意識(健康志向・医療サービス・介護・生活資金・社会的つながり・商品選択など)について分析し、その結果を概略以下の構成でお届けします。

データベース分析の手法

分析内容・範囲

定義

イントロダクション

  • ベビーブーム世代は今後の「健康な高齢化」の形成を手助けする
  • ベビーブーム世代の高齢化は社会の大きな変革をもたらす
  • ベビーブーム世代のパラダイム・シフト
  • 概念の再定義:新しい高齢化の時代の幕開け
  • 「健康な高齢化」の多面的な促進要因
  • 今日の重要課題:マネーの問題が最重要となる

ベビーブーム世代に関する考察

  • 五つの異なる側面が、ベビーブーム世代全般で見られる
  • ベビーブーム世代での市場機会:より高い要求水準
  • ベビーブーム世代で見られる変化

第1章 「健康な高齢化」の諸側面

  • 「健康な高齢化」志向の強さ
  • 食事による健康維持
  • 「健康な食事」を巡る混乱が作り出す障壁
  • 「健康な栄養摂取」による市場の二極化
  • 「医師との経験」の重要性の増大  など

第2章 ベビーブーム世代の健康状態

  • 健康状態の全体的・連続的な評価:世代別
  • ベビーブーム世代の健康状態評価は大きく低下している
  • 脳の健康悪化に対する消費者の関心
  • ストレスは広範な影響力を持っている
  • ベビーブーム世代の健康状態管理
  • 特定成分の忌避
  • 医療の進歩に対するベビーブーム世代の信頼  など

第3章 医療に対する態度

  • 医療への不信感が「自己責任」を促進する
  • 病期と財政的安全性との関わり
  • 医療保険会社に対する満足度
  • 介護と高齢者の生活
  • 介護者の役割
  • 「自宅で過ごす老後」か、高齢者用施設か  など

第4章 引退後の計画と準備

  • 引退後に向けた計画
  • 経済危機に伴う、ベビーブーム世代の退職資金の「格差」
  • 財政的な準備期間はもう無い
  • 金融機関に対する信頼度
  • 老後の自己管理・独立を維持する方法としての「自助」
  • 政府・家族への信頼性に関する認識
  • 各部門における「定年後」の勤務  など

第5章 社会的・環境的なつながり

  • 景気後退が、社会的なつながりに対する欲求を増加させた
  • 技術を介した社会的つながり
  • ベビーブーム世代はFacebookを利用するか
  • ベビーブーム世代は、地球の将来について心配している
  • 日常生活の一部としての環境主義  など

第6章 ベビーブーム世代向けのマーケティング

  • ベビーブーム世代の信頼感の不足が、市場機会を生み出している
  • 口コミ:強力な影響力
  • 従来型のメディア:影響力の低下
  • インターネット情報源:影響力の源
  • ベビーブーム世代に対する広告の影響力は、部門により異なる
  • CSR(企業の社会的責任)行動に対する態度
  • 「購買経験」対「製品購入」  など

連絡先

目次

Abstract

SUMMARY & METHODOLOGY

The post war boom opened up a whole new world of prosperity and technological advances which followed Boomers throughout their childhood and into adulthood. In fact, due to their sheer size, Boomers have been responsible for the growth of many industries which catered to them throughout their life. However, as they are now entering their 50's and 60's, coupled with economic uncertainty, Boomers are reevaluating their lives. They are looking to regain their footing, to reinvent themselves and find their relevance once again.

The current economic environment is changing consumer behavior on many levels. Boomers, in particular, are taking inventory and realizing many of their past behaviors and attitudes are not sustainable and devoid of real purpose. This introspection is causing shifts in their value set, establishing new paradigms for understanding this highly influential and relevant generation. Consumption is being replaced by sustainability, possessions with purpose, and perceived value with real value. Even further, current indicators show the impact of these changes will not be temporary adjustments but a total realignment of consumer behavior based on a reevaluation of priorities - shifts which may prompt permanent change.

Boomers have consistently challenged tradition throughout their life and aging is no different as they are seeking ways to break the mold of traditional aging. Therefore, as Boomers transition from one stage of life to the next, their desire to maintain independence, vitality, and relevance will drive new opportunities. In fact, the explosion of products and services targeted to this generation now beginning to hit retirement are filling the market to address this phase of their life.

In addition, the health and wellness surge we're currently experiencing, in large part, can be attributed to the health-committed Boomers. It is not surprising, then, that significantly more Boomers than any younger generation admit they are very self motivated about maintaining and improving their health. Health and wellness will continue to grow across all categories from anti-aging, to disease control and prevention, to consumer-directed healthcare, to food functionality, among many other dimensions.

Boomers are being forced to look in the mirror and they want to change the reflection that is looking back. They are looking for their new meaning in every area of their lives; searching for a sense of purpose, looking to connect with community, and seeking a platform for their voice to be heard. They are trading off or even down as long as the trade-offs have benefits that are tangible and relevant. Furthermore, they will continue to affect the workplace as many do not plan to leave it at "retirement" age. Lifetime experiences and leaving a legacy will take the place of consumption as personal reflection will be the benchmark of a life well-lived.

METHODOLOGY

  • Annual quantitative study since 2005, now with 7 years of trended data
  • January 2011 research of 3,659 U.S. adults comprised of:
    • Nationally representative sample based on gender/age/income/education/region/race
    • 1,215 sample of Boomer population (46-65 years old)
    • 2,444 sample of general population (non-Boomers)
  • Balanced to U.S. Census data across key demographics
  • Statistically significant at the 95% confidence level to +/- 1.5%
  • Conducted via online research methodology

Table of Contents

Database Methodology

The Healthy Aging/Boomer Database Summary Content & Scope

Definitions

Introduction

  • Boomers Will Be Instrumental in Shaping the Future of Healthy Aging
  • Boomers' Aging is Creating Some Fundamental Shifts
  • Shifting Boomer Paradigms
  • It's About Redefinition; Pioneering a New Era of Aging
  • Multifaceted Drivers of Healthy Aging
  • Top Issues of Today: Money Issues Rise to Top

Boomer Segmentation Insight

  • Five Diverse Segments Have Been Identified Across Boomers
  • Segment Opportunity Overview: Higher Order Need States
  • Boomer Segmentation Shows Shifts

Chapter 1: Healthy Aging Dimensions

  • Healthy Aging Attitudes Are Strong
  • Importance of a Healthy Lifestyle by Boomer Segments
  • Drivers of Health Maintenance
  • Satisfaction Gaps Surrounding Health Issues Highlight Areas of Opportunity
  • Primary Ways to Promote Healthy Aging
  • Healthy Eating Provides a Sense of Control
  • Health Claim Benefits Which Positively Impact Purchase Intent of Foods and Beverages
  • Boomers Are Not Looking for the "Fountain of Youth"
  • "Looking" Healthy with Food
  • Anti-Aging Defines STRIVERS
  • Desire for Specific Ingredients in Diet
  • Usage Patterns of Ingredient-Specific Foods
  • Confusion Over How to Eat Healthy Creates Barriers
  • Healthy Nutrition Polarizes Segments
  • Use of Foods and Supplements to Ensure Proper Nutrients in Diet
  • Interest in Supplements for Specific Condition Management
  • Trended Use of Prescription Medications and Multivitamins
  • Product Use for Condition Management: A Mix of Self Care and Doctor Directed
  • Growth of Importance of Experience With Physician
  • The Expanding Role of the Physician
  • Satisfaction with Experience with Physician Among Boomers - Trended
  • Physician's Knowledge and Following Advice
  • Ageism among Physicians

Chapter 2: Boomer Health Status

  • Overall Health Continuum Ratings By Generation
  • Health Responsibility Driven By Uncertainty
  • Boomer Health Ratings Are Showing Major Declines
  • Self Reported Health Ratings Highlight Dramatic Differences in Perceived Health State Among Segments
  • Boomers Are Struggling With a Variety of Health States
  • BEWILDEREDS Are Struggling the Most Among Boomer Segments
  • Consumer Concern Over Declining Brain Health
  • Desire for Ways to Fortify Brain Fitness
  • Stress is Having Far Reaching Implications
  • Stress Is Affecting (Causing) a Diverse Range of Conditions
  • BEWILDEREDS Are Highly Stressed
  • Boomer Condition Management
  • Management of Heart Conditions Are Showing Some Dramatic Increases
  • Drivers of Weight Loss: Health Versus Appearance
  • Boomer Weight Management is Trending Down; Heart Condition Management Rises
  • Weight Maintenance and Exercise
  • Avoidance of Ingredients
  • Avoidance of Sodium and High Blood Pressure Management
  • Calibrating Boomer Energy Levels
  • Inflammation: The Precursor of Disease
  • Effects of Inflammation Are Underestimated
  • Boomer Reliance on Healthcare Advances

Chapter 3: Attitudes Toward Healthcare

  • Uncertainty in Healthcare Drives Self-Responsibility
  • The Connection of Illness and Financial Security
  • Importance and Satisfaction of Having Enough Money for Healthcare Expenses
  • Concern Over the Impact of Healthcare Changes Across Age Groups
  • Satisfaction with Health Insurance Company
  • Concern Over Access to Affordable Healthcare
  • Satisfaction with Understanding of Health Insurance Rules
  • Reliability of Insurance Company for Health-Related Information
  • Interest in a Healthcare Plan That Provides Alternative Healthcare Options
  • Caregiving and Senior Living
  • Boomers' Fears of Aging
  • Male-Skewed PETER PANS Show Less Fear
  • Fear of "Being a Burden on Family or Loved Ones"
  • The Role of Caregiver
  • A Third of Caregivers Are "Sandwiched"
  • Description of Type of Care Provided by Caregiver
  • Use of the Internet to Research Illnesses
  • Fear of "The Inability to Stay in Their Home"
  • Desire to "Age in Place" vs. a Senior Living Community
  • Moving After Retirement
  • Attribute Ratings of a Senior Living Community
  • Perceptions of Senior Living Among STRIVERS
  • Future Plans for Senior Living
  • Concern Regarding Ability to Care for Themselves as They Age
  • Concern About Health During Retirement

Chapter 4: Retirement Planning & Preparedness

  • Planning For Retirement
  • Perceived Retirement Preparedness Stabilizing
  • Boomers Not on Target Financially Have a Bleaker Outlook on Aging
  • Boomers "Not on Target" with Their Financial Plan - Less Healthy, Higher Condition Managers
  • Effect of Economy on Financial Factors
  • Economic Crisis Has Created a "Gap" in Retirement Funds for Boomers
  • Effect of Economic Instability Varies Across Segments
  • Behavior Changes Due to Economic Downturn
  • Health Ramifications of Economic Downturn Among Segments
  • The Effect of the Economic Downturn on Healthy Food Purchase
  • Time to Financially Prepare Is Running Out
  • The Means to Reach Financial Goals Unclear
  • Boomer Stage Highlights Differing Financial Issues
  • Trust in Financial Institutions
  • Financial Barriers Across Segments
  • Self Reliance as a Means to Maintain Control and Independence with Age
  • Perceived Reliance on Government and Family
  • Self Reliance Defines ARRIVERS
  • Boomers Are Becoming "Savers"
  • Working Longer after 'Retirement'?
  • Working After "Retirement" Across Segments
  • The Changing Landscape of the Workplace

Chapter 5: Connecting: Socially and Environmentally

  • Economic Downturn Has Created an Increased Desire for Social Connection
  • Boomers Showing Less Materialism
  • Charitable Donating By Generation
  • Social Connections Through Technology
  • Disconnecting: Trended Information Overload
  • Regularly Visited Websites
  • Are Boomers On Facebook?
  • Self Perception Descriptors Across Boomer Segments
  • Lack of Control and Support Identifies BEWILDEREDS
  • Living for the Day: Similar Attitudes Have Different Drivers
  • Boomers Worry about the Future of the Planet
  • Environmentalism As Part of Everyday Life
  • Boomers Are Still Standing Up For Environmental Protection
  • STRIVERS Take Planetary Health Personally
  • Environmental and Social Issues More Ingrained in Boomers' Conscience

Chapter 6: Marketing to Boomers

  • Boomers' Lack of Trust Highlights Opportunities
  • Intensity of Influence: People Sources
  • Declining Sources of Influence: Traditional Media
  • Sources of Influence: Internet Sources
  • Reliability of Health-Related Website Information
  • Why STRIVERS Are an Important Segment to Target for Health Products
  • Advertisement Content Influences Boomers Differently Across Segments
  • Impact of Age Appropriate Advertising
  • Self Discovery is Preferred Over Traditional Advertising
  • Brand Loyalty Is Strong
  • Brand Versus Price
  • Attitudes Toward Corporate Socially Responsible Behavior
  • Impact of Green Attitudes on Purchase Behavior
  • Impact of Environmental Certifications and Labels on Purchase Behavior
  • Shopping Experience Versus Product Purchase
  • Channel Shopping
  • Redefining Aging

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