Fear of Aging 2003

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

• Hot topic
• The future decoded
• Action points

CHAPTER 2 THE FUTURE DECODED

• Introduction
• Key findings
• The growing importance of fear of aging
• Catalysts for fear of aging
• Twenty-somethings: prepare for take-off
• Mid-lifers: hoping for a smooth landing
• Consumers and fear of aging
• Financial fear
• Physical/mental fitness
• Loss of attractiveness
• Inability to cope with new situations
• Summary of specific fears about aging
• The effect of fear of aging on spending patterns
• Forecasts
• Personal care
• Drinks
• Food
• Conclusions
• Twenty-somethings
• Mid-lifers

CHAPTER 3 ACTION POINTS

• Introduction
• Tailor marketing to consumer life-stages
• Twenty-somethings
• Mid-lifers and older consumers
• Target consumers before key lifestage arrives
• Create and highlight an emotional bond between consumer and product
• Product regimes
• Emotional value vs. practical value
• Help consumers cope with stress
• Assisting convenience needs
• Satisfying de-stressing needs
• Project the product as an indulgence
• Provide solutions for age-specific challenges
• Twenty-somethings
• Mid-lifers

CHAPTER 4 APPENDIX

• Definitions
• Research methodology
• SPP writing team
• How to contact experts in your industry

List of Tables

Table 1: Number of twenty-somethings (20-29 year olds), by country, (m), 1997-2007

Table 2: Number of mid-lifers (35-49 year olds), by country, (m), 1997-2007

Table 3: Students aged over 15, by country, (m), 1997-2007

Table 4: Students as a percentage of 15-29 year-olds, (%), 1997-2007

Table 5: Career starters, 15-29 year olds, (m), 1997-2007

Table 6: First home buyers, by country, (m), 1997- 2007

Table 7: First home buyers as a percentage of 20-29 year-olds, by country, (%), 1997-2007

Table 8: Menopausal women, by country, (m), 1997-2007

Table 9: Andropause sufferers, by country, (m), 1997-2007

Table 10: Empty nesters, by country, (m), 1997-2007

Table 11: Retirees, by country, (m), 1997-2007

Table 12: Age-driven spending, by market sector, ($m), 1997-2007

Table 13: Age-driven spending by country, ($m), 1997-2007

Table 14: Per capita age-driven spending, by country, ($m), 1997-2007

Table 15: Age-driven personal care purchases, by country, ($m), 1997-2007

Table 16: Age-driven make-up purchases,by country, ($m), 1997-2007

Table 17: Age-driven skincare purchases, by country, ($m), 1997-2007

Table 18: Age-driven facial care purchases, by country, ($m), 1997-2007

Table 19: Age-driven haircare purchases, by country, ($m), 1997-2007

Table 20: Age-driven fragrance purchases, by country, ($m), 1997-2007

Table 21: Age-driven alcohol spending, by country, ($m), 1997-2007

Table 22: Age-driven beer spending, by country, ($m), 1997-2007

Table 23: Age-driven spirit spending, by country, ($m), 1997-2007

Table 24: Age-driven ready meal spending, by country, ($m), 1997-2007

Table 25: Table of definitions

List of Figures

Figure 1: Maslow�fs hierarchy of needs

Figure 2: Twenty-somethings and mid-lifers population, by country, (%), 2002-2007

Figure 3: Life-stages by level of targeting and impact on lifestyle

Figure 4: Students and new career starters as a percentage of 15-29 year olds, (%), 2002

Figure 5: Age-driven reasons for saving money, (%)

Figure 6: Saving priorities for consumers concerned by their financial future, (%)

Figure 7: Level of saving, by age group, (%)

Figure 8: Areas for saving money, by age group, (%)

Figure 9: Consumer attitudes to the physical and mental effects of aging, (%)

Figure 10: Action taken in response to fear of physical aging, by age group, (%)

Figure 11: Consumer attitudes to the physical signs of aging, (%)

Figure 12: Age-driven changes to personal care spending, (%)

Figure 13: The importance of feeling attractive, by age-group, (%)

Figure 14: Consumer attitudes to age, approaching milestones and current milestones, by age group, (%)

Figure 15: Specific fears about aging, by age group, (%)

Figure 16: The effects of fear of aging on the likelihood of changing spending patterns, by age group, (%)

Figure 17: Targeting consumers by fear of aging

Figure 18: Factors promoting adoption of a health and beauty regime