BRIC諸国の高齢者市場

Abstract

Overview

Introduction

Markets such as Brazil, China, India and Russia (BRIC) should be seen within the context of a transitional period, moving in the direction of developed markets and experiencing a marked aging of their populations in coming years. This will emphasize the need to respond to a reshaping of consumer demand to accommodate the differing needs of an older populace.

Scope

• In-depth quantitative data covering historical and forecast demographic trends in Brazil, Russia, India and China.
• Covers population size and growth overall, by age and gender, and incidence of key age-related health conditions.
• Qualitative analysis of these key population trends.
• Actionable recommendations for producers and marketers seeking to leverage opportunities within those markets.

Report Highlights

A divide exists between Western markets and those of the less developed world, where the demographic center of gravity tends to be skewed towards youth. However, Brazil, China, India and Russia should be seen within a transitional context, driven by their economic growth and varying degrees of proximity to the Western consumer model.

Adoption of branding, marketing or strategies that fit with the historical value placed on seniors in certain countries and cultures, particularly China and India, offers a smart way to leverage market position in the context of aging populations. Extended families and a deep-seated societal respect for older citizens remain important factors.

Brand loyalty is decreasing across all age groups. This has been a general trend in developed markets for the past few decades that the BRIC countries are set to emulate. A shift towards higher average ages means that a change in marketers' priorities and message away from a focus on younger consumers is necessary to retain competitiveness.

Reasons to Purchase

• Gain access to detailed data and forecasts to inform your decision-making
• Understand the population trends and shifting consumer motivations in the BRIC countries
• Improve your marketing by following best-practice guidelines enabling more effective targeting with on-trend products and relevant communications

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