The Aging of BRIC populations

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • METHODOLOGY
• ANALYSIS
  • BRIC countries have broadly enjoyed young population bases in the past
    • In the 1990s the BRIC region was characterized by a young population base
  • Overall there is an aging of the BRIC region but there is some important variance
    • BRIC countries do not match Western European aging of populations but this pattern is changing
    • The continued emergence of a significant senior groups is evident to 2010
    • Brazil - experiencing a rapidly aging population
    • Russia - declining life expectancy and birth rates create worrying population decline
      • Mortality crisis amongst Russian males emphasizes the growing market importance of women
    • China - rapid aging of the population has a fundamental impact
    • India - aging population is a concern for the longer term rather than medium term
• IMPLICATIONS - DON' T TAKE THE BRAND LOYALTY OF AGING POPULATIONS FOR GRANTED
  • An aging population brings with it new needs
    • Older consumers are more likely to trade up
    • Older consumers will increasingly focus on appearance
    • Convenience is important to older consumers too
    • There will be a need for stronger food flavors
    • BRIC markets have not yet reached the post-materialist stage
  • Rising average ages bring health implications into focus
    • Obesity and hypertension prove major challenges to BRIC populations
  • Companies will need to include the older segment into product development and marketing communications
    • Target the older consumer group - their strategic importance will only grow
    • Make older consumers more inclusive with "ageless marketing"
      • BRIC seniors may have more limited comprehension of the point of persuasion
    • Respond to the veneration of seniors in certain societies
      • Stress the positive aspects of maturity
  • Companies that adapt the quickest will thrive
  • List of Tables
    • Table 1: Brazil population forecast (millions) by age band, 2006-2010
    • Table 2: Brazil population by age and gender (%), 2006 and 2010
    • Table 3: Brazil life expectancy, 2001-2010
    • Table 4: Russia population forecast (millions) by age band, 2006-2010
    • Table 5: Russia population by age and gender (%), 2006 and 2010
    • Table 6: Russia life expectancy, 2001-2010
    • Table 7: China population forecast (millions) by age band, 2006-2010
    • Table 8: China population by age and gender (%), 2006 and 2010
    • Table 9: China life expectancy, 2001-2010
    • Table 10: India population forecast (millions) by age band, 2006-2010
    • Table 11: India population by age and gender (%), 2006 and 2010
    • Table 12: India life expectancy, 2001-2010
    • Table 13: BRIC countries, incidence of obesity (millions), 2000-2010
    • Table 14: BRIC countries, incidence of hypertension (miliions), 2000-2010
  • List of Figures
    • Figure 1: Over 50s as a proportion of total population (%), BRIC countries and Western Europe, 1990
    • Figure 2: Over 50s as a proportion of total population (%), BRIC countries and Western Europe, 2006
    • Figure 3: Over 50s as a proportion of total population (%), BRIC countries and Western Europe, forecast 2010