| MP93304 |
| MAPS : Women over 45: January 2004 |
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This report covers: women over 45, marital status, grandchildren, working status, income, employment rates, attitutes towards work, voluntary work, agesism, age descrimination, independence, challenges, care homes, health, illness, social exclusion, diets, anti-ageing treatments, eating out, lifestyle and leisure, personal spending, holidays, short breaks,
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. |
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 (%), 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 (%), 2001 |
| WOMEN OVER 45 AND EMPLOYMENT |
| Employment Rates |
| Table 9: Employment Rates for Men and Women in the UK by Age (%), Spring 2002 |
| Table 10: Full- and Part-Time Female Employment Rates in the UK by Age of Youngest Child (%), Spring 2001 |
| Working Status |
| Table 11: Employment† of UK Women by Age (% 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 (%), 2001 |
| Table 16: Pension Scheme Membership of Women Working Part Time in Great Britain (%), 1983, 1993, 1996, 2000 and 2001 |
| Table 17: Pension Scheme Owners in Great Britain by Employment Type (%), 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 (%), 1984-2000 |
| Table 20: Free-Time Activities by Age (%), 2000 |
| Table 21: Indicators of Neighbourliness in Great Britain by Age (%), 2000/2001 |
| Table 22: Trust in Neighbours in Great Britain by Age (%), 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 (%), 2001 |
| WOMEN IN POSITIONS OF AUTHORITY |
| Table 26: Women's Representation in Democratic Institutions (number and %), 2003 |
| 4. Health, Beauty and Fitness |
| HEALTH |
| Table 27: Women's Concern Over Health (% 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 (%), 1987, 1990, 1993 and 1996 |
| Table 31: Attitudes Towards Keeping Fit (% of respondents), 2003 |
| 5. Lifestyle and Leisure |
| SPENDING TIME WITH FAMILY |
| Table 32: Attitudes Towards Spending Time With Family (% of respondents), 2003 |
| OTHER LEISURE ACTIVITIES |
| Table 33: Reasons for Attending the Arts in England by Age (%), 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 (% 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 (% of respondents), 2003 |
| personal spending |
| Table 43: Spending on Family and Self (% of respondents), 2003 |
| BEREAVEMENT AND HEALTH PROBLEMS |
| Table 44: Emotional and Physical Health in the Past 5 Years (% of respondents), 2003 |
| KEEPING IN TOUCH |
| Table 45: Taking an Interest in the World and Socialising (% of respondents), 2003 |
| HOLIDAYS AND SHORT BREAKS |
| Table 46: Attitudes Towards Taking Holidays (% of respondents), 2003 |
| APPEARANCE AND SHOPPING |
| Table 47: Attitudes Towards Appearance and Shopping (% 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 |
Text © 2004 Key Note
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Last updated by Amanda Porteous September
2004
