Age Blurring: How the Breakdown of Age Boundaries Is Affecting Global Consumer Markets

April 2011 | 70 pages | ID: A4850C8AAC3EN
Euromonitor International Ltd

Abstracts

As global attitudes on youth, middle-age and the elderly have altered, the traditionally-perceived boundaries of age-appropriate lifestyles, behaviours and preferences are blurring, making it more difficult for marketers to stereotype consumers along the lines of age alone. This new report examines the impact of age compression and age stretching on markets and suggests ways in which marketers can find new ways to identify, communicate and connect with consumers in the future.

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Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Contents

Age Blurring: How the Breakdown of Age Boundaries Is Affecting Global Consumer Markets
Euromonitor International : Strategy Briefing
April 2011

LIST OF CONTENTS AND TABLES

Executive Summary
Demand Factors
  Summary 1 Factors Influencing Age Blurring
Consumer Market Trends
Chart 1 Global Sales of Selected Products 2005/2010
Outlook
Chart 2 Longest Life Expectancies by Country in 2015
Introduction
Age Compression versus Age Expansion
Generational Groups
  Summary 2 Consumer Groups 2010
Demographic Shifts
  Table 1 Global Demographic Trends 2005/2010/2015
  Table 2 Birth Rates by Region 2005/2010/2015
Ageing Populations
  Table 3 Life Expectancy by Country 2005/2010/2015
Market Drivers
Kids Getting Older Younger
Extended Adolescence
  Table 4 Number of Higher Education Students by Country 2005/2010
  Table 5 Youth Unemployment by Country 2005/2010
Age Stretching: the New Mid-lifers
  Table 6 Average Age of Women at First Childbirth by Country 2005/2010
Boomers: Young at Heart
Chart 3 How Old Do Baby Boomers Actually Feel?
Health Issues
  Table 7 US Baby Boomers' Attitudes towards Fitness 2009
Growing Old Gracefully
The Importance of Looking Good
  Summary 3 Selected Skin Care Products by Age Group 2010
  Table 8 Number of Aesthetic Procedures by Country 2009
Media Influence
The "Democratisation" of Technology
Chart 4 Internet Use in the US by Age Group 2009
Chart 5 Leading Online Activities for People Aged 65+ in the US 2009
Chart 6 Leading Online Destinations for People Aged 65+ in the US 2009
  Table 9 Teenagers' Social Networking Activities in the US 2006/2007/2009
The Return of Family Entertainment
Gaming: Transcending Generations
Nostalgia Marketing
Consumer Market Trends
Traditional Toys and Games
Chart 7 Global Sales of Traditional Toys and Games 2005/2010
Video Games
Chart 8 The Global Market for Video Games 2005/2010
Beauty and Personal Care
Chart 9 The Global Market for Selected Beauty Products 2005/2010
Health
  Table 10 Global Sales of Selected Consumer Health Products 2005/2010
Chart 10 Global Sales of Health and Wellness 2005/2010
Fashion for All
Chart 11 Global Sales through Clothing and Footwear Specialists 2005/2010
Travel and Tourism
  Summary 4 Characteristics of Adventure Travellers by Age Group
  Table 11 Global Tourism Statistics 2005/2010
Key Market Trends
Brazil
  Table 12 Brazil: Demographic Trends 2005/2010/2015
China
  Table 13 China: Demographic Trends 2005/2010/2015
France
  Table 14 France: Demographic Trends 2005/2010/2015
Germany
  Table 15 Germany: Demographic Trends 2005/2010/2015
Italy
  Table 16 Italy: Demographic Trends 2005/2010/2015
Japan
  Table 17 Japan: Demographic Trends 2005/2010/2015
UK
  Table 18 UK: Demographic Trends 2005/2010/2015
US
  Table 19 US: Demographic Trends 2005/2010/2015
Future Outlook
Trends To Watch
  Summary 5 Opportunities and Challenges to Marketers