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MP93303

MAPS WOMEN OVER 45 : OCTOBER 2003

Overview

Editor: Market Assessment
ISBN:

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This report covers: Women over 45, demographics, dependent children, grandchildren, marital status, divorce trends, marital status, people living alone, frequency of contact with grandchildren, employment, part-time employment, unemployed, pension scheme membership, attitudes towards learning, attitudes towards ageing, women in society, independence, social exclusion, mobility, care homes, mobility difficulties, in positions of authority, illness, spending on beauty products, women, participation in physical activities, attitudes towards keeping fit, spending time with family, spening on leisure and holidays, magazine readership, consumer trends,

Table of Contents
Executive Summary
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TABLE OF CONTENTS

Executive Summary

1. Introduction

BACKGROUND

METHODOLOGY

DEFINITION

2. Strategic Overview

DEMOGRAPHIC BACKGROUND

Table 1: Women as a percentage of the Total UK Population by Age, 1971, 1981, 1991 and 2001

Table 2: The Female Population in the UK by Age (million), 1971, 1981, 1991 and 2001

Table 3: The UK Population by Sex and Age (million), 1971, 1981, 1991 and 2001

Table 4: UK Deaths from Age 35 by Sex (per 1,000 in each age group and 000), 1971-2021

WOMEN OVER 45 AND FAMILY

Marital Status

Table 5: Marital Status of Women in Great Britain by Age ( percent), 2001

Table 6: Population Size by Age, Sex and Family Type (000), 2001/2002

Table 7: percentage of People Living Alone in Great Britain by Age and Sex, 2001

Grandchildren

Table 8: Frequency of Adults in Great Britain Having Contact with their Grandchildren ( percent), 2001

WOMEN OVER 45 AND EMPLOYMENT

Employment Rates

Table 9: Employment Rates for Men and Women in the UK by Age ( percent), Spring 2002

Table 10: Full- and Part-Time Female Employment Rates in the UK by Age of Youngest Child ( percent), Spring 2001

Working Status

Table 11: Employment† of UK Women by Age ( percent and 000), 2001

Table 12: The Unemployed, Economically Active and Economically Inactive in the UK by Sex and Age (000), Spring 2003

WOMEN OVER 45 AND MONEY

Working Beyond State Retirement Age

Income

Table 13: Average Gross Weekly Earnings in the UK by Sex (£), Spring 2003

Table 14: Mean Values of Women's Individual Income and Expenditure by Age (£ per week), 2001/2002

Pensions

Table 15: Pension Scheme Membership in Great Britain by Age and Sex ( percent), 2001

Table 16: Pension Scheme Membership of Women Working Part Time in Great Britain ( percent), 1983, 1993, 1996, 2000 and 2001

Table 17: Pension Scheme Owners in Great Britain by Employment Type ( percent), 2001

Table 18: Expenditure of Retired Households in the UK by Type of Pension (£ per week), 2000/2001

WOMEN OVER 45 — PROFILES AND PERCEPTIONS

`Attitudes and Aspirations of Older People'

Attitudes Towards Work

Ageism and Age Discrimination

The Concept of Retirement

Voluntary Work

Attitudes Towards Learning

Attitudes Towards Ageing

Independence

`The New Old'

The Challenges

3. Women in Society

PARTICIPATION IN THE COMMUNITY

Table 19: Community Spirit in Neighbourhoods in England and Wales ( percent), 1984-2000

Table 20: Free-Time Activities by Age ( percent), 2000

Table 21: Indicators of Neighbourliness in Great Britain by Age ( percent), 2000/2001

Table 22: Trust in Neighbours in Great Britain by Age ( percent), 2000/2001

Table 23: Characteristics of People with High and Low Social Capital, 2000/2001

CRIME

CARE HOMES

Table 24: Change in UK Care Home Capacity for Older and Physically Disabled People, 2002/2003

SOCIAL EXCLUSION

Table 25: Mobility Difficulties in Great Britain by Sex and Age ( percent), 2001

WOMEN IN POSITIONS OF AUTHORITY

Table 26: Women's Representation in Democratic Institutions (number and percent), 2003

4. Health, Beauty and Fitness

HEALTH

Table 27: Women's Concern Over Health ( percent of respondents), 2003

ILLNESSES

Table 28: Causes of Death in England and Wales by Sex (rate per million of the population), 2001

ANTI-AGEING TREATMENTS

SPENDING ON BEAUTY PRODUCTS

Table 29: Weekly Spending on Women's Beauty Products in the UK by Age (£), 2001/2002

DIETS

PARTICIPATION IN PHYSICAL ACTIVITIES

Table 30: Participation in Top Women's Sports Activities by Women Over 45 ( percent), 1987, 1990, 1993 and 1996

Table 31: Attitudes Towards Keeping Fit ( percent of respondents), 2003

5. Lifestyle and Leisure

SPENDING TIME WITH FAMILY

Table 32: Attitudes Towards Spending Time With Family ( percent of respondents), 2003

OTHER LEISURE ACTIVITIES

Table 33: Reasons for Attending the Arts in England by Age ( percent), 2001

SPENDING ON LEISURE AND HOLIDAYS

Table 34: Weekly UK Household Expenditure on Leisure by Age of Head of Household (£), 2000/2001

EATING OUT

Table 35: Spending on Restaurants and Take-Away Food in the UK by Age of Head of the Household (£ per week), 2000/2001

MAGAZINE READERSHIP

Table 36: Top 20 Women's Magazines by Circulation per Issue, First 6 Months 2003

6. Marketing to the Older Woman

BACKGROUND

MARKETING INDUSTRY ACTIVITY

CONSUMER TRENDS

Table 37: Forecast Sales for Low-Fat and Low-Sugar Foods (£m), 2003-2007

Table 38: The Forecast UK Market for Cosmetics and Fragrances by Value at Current Prices (£m at rsp), 2003-2007

Table 39: The Forecast UK Clothing Retailing Market by Value at Current Prices (£m at rsp) 2002-2006

Table 40: The Forecast UK Tourism Market by Value (£m), 2003-2007

7. An International Perspective

OVERVIEW

GLOBAL DEVELOPMENTS

Table 41: Indicators on Youth and Elderly Populations by Selected Country ( percent and number), 2003

8. PEST Analysis

POLITICAL FACTORS

ECONOMIC AND SOCIAL FACTORS

TECHNOLOGICAL FACTORS

9. Consumer Dynamics

INTRODUCTION

FINANCIAL SECURITY

Table 42: Financial Security and Pension Provisions ( percent of respondents), 2003

personal spending

Table 43: Spending on Family and Self ( percent of respondents), 2003

BEREAVEMENT AND HEALTH PROBLEMS

Table 44: Emotional and Physical Health in the Past 5 Years ( percent of respondents), 2003

KEEPING IN TOUCH

Table 45: Taking an Interest in the World and Socialising ( percent of respondents), 2003

HOLIDAYS AND SHORT BREAKS

Table 46: Attitudes Towards Taking Holidays ( percent of respondents), 2003

APPEARANCE AND SHOPPING

Table 47: Attitudes Towards Appearance and Shopping ( percent of respondents), 2003

CONCLUSION

10. The Future

MARKET FORECASTS

Table 48: Forecast UK Market Size by Age Group at Current Prices (£bn), 2001, 2003, 2006, 2010 and 2015

POPULATION FORECASTS

Table 49: Projected UK Population by Age and Sex (000), 2003, 2006, 2010, 2015 and 2025

Table 50: Projected Life Expectancy from Birth by Region and Sex (years), 2000/2001-2030/2031

11. Further Sources

Associations

Publications

General Sources

Bonnier Information Sources

Government Sources

Other Sources

EXECUTIVE SUMMARY

Ironically, the generation that first created the teenager as a social concept is now in its 50s and 60s and the first generation of so-called 'rock chicks' and the first 1960s supermodels, including Jean Shrimpton and Twiggy, are all at or close to state retirement age. Furthermore, Madonna, at age 45, and Blondie's Debbie Harry have also now entered the scope of this report. However, when most marketers think of older women they do not see glamorous social rebels, they see frumpy middle-aged women or little old ladies.

It is this `baby boom' generation, the first to kick against the social mores laid down by their parents and grandparents, that is refusing to age in the same way as the generation that went before them. This generation is embracing age-defying treatments such as hormone replacement therapy (HRT) and cosmetic procedures that help them both feel and look younger.

Refusing to 'grow old gracefully', today's older woman is helping to fuel the growth in the cosmetics, diet and exercise markets. However, it is also this generation which left behind the legacy of youth worship seen today in the volumes of products and services aimed primarily at 16 to 35 year-olds, the advertising campaigns which demand ever-younger models and the rejection of women over the age of 45 as attractive or even employable by companies with agendas that insist on recruitment of the youngest and the brightest.

However, it is not all doom and gloom for the older woman. Those who have not yet reached pensionable age are more likely than their mothers and grandmothers to belong to some kind of pension scheme and are less likely to live in the same kind of poverty as many of today's older pensioners.

Key Note expects that there will be a rise in the pensions market driven by an increasing emphasis by the Government on the need to provide for one's retirement, as well as by the Government's planned rise in the state pension age for women. However, much work is needed to overturn the negative impact that the fall in the stock market in the early 2000s had on the pensions industry and to restore consumer confidence.

The younger end of the 45 to 70-plus age spectrum has more technical know-how than the older end and this technical proficiency will help them stay connected with the world around them and with their friends and families. Much of the isolation felt by women in their 70s and 80s today is as a result of their missing out on the technical revolution. It is only within the past 20 years that PCs have replaced electronic typewriters, and only within the past decade or so that e-mail has become available to anyone with an Internet connection, and the wireless revolution is still pushing boundaries of voice and picture communications.

This Key Note Market Assessment report of women over the age of 45 follows on from that published in 2000 and discusses the older woman in a broader social and global context.

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Last updated by Amanda Porteous November 2003