Table 1: Senior population (m) by country, US & Europe, 2002-2012 9
Table 2: Senior population (m) by country, Asia Pacific and emerging markets, 2002-2012 10
Table 3: Median age of world population across countries, 2002-2012 11
Table 4: Life expectancy, mortality rate and fertility rate across 18 countries in Europe, the Americas and Asia-Pacific, 1990-2006 12
Table 5: Consumer survey: level of influence on product choice exerted by various purchasing criteria, Seniors (Overall), in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 33
Table 6: Consumption (US$ m) of skin care products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007 42
Table 7: Market value of anti-agers products in facial care market (US $ million), Asia Pacific, Europe, Brazil and the US, 2003-2007 43
Table 8: Consumer survey: Seniors' skin care concerns and current proactive responses by age and gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 48
Table 9: Consumer survey: Seniors' skin care concerns and current non-reactive responses by age and gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 49
Table 10: Consumer survey: Seniors' skin care absence of concerns by age and gender, Global, 2008 50
Table 11: Consumption (US$ m) of make-up products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007 54
Table 12: Consumer survey: Seniors' hair care concerns and current responses by age and gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 56
Table 13: Consumption (US$ m) of hair care products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007 59
Table 14: Consumption (US$ m) of hair colorant products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007 61
Table 15: Consumption (US$ m) of fragrance products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007 64
Table 16: Consumption of personal hygiene products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007 66
Table 17: Consumer survey: Seniors' oral care concerns and current responses by age and gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 69
Table 18: Consumption (US$ m) of oral hygiene products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007 72
Table 19: Consumption (US$ m) of mouthwash products among the population cohort aged 45 - 54 and 55+, Asia Pacific, Europe, Brazil and the US, 2007 74
Table 20: Consumer survey: level of influence on product choice exerted by various purchasing criteria, Early Seniors (50-64), in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 89
Table 21: Consumer survey: level of influence on product choice exerted by various purchasing criteria, Late Seniors (65+), in 15 countries across Europe, Asia-Pacific, South America and the US, 2008 90
Figure 1: External factors and Seniors' attributes are key to the Seniors Personal Care market 5
Figure 2: Personal hygiene matters most to Seniors 6
Figure 3: Seniors are less likely to notice new products 7
Figure 4: Baby boomers' lack of technophobia has contributed to the success of home entertainment technologies 16
Figure 5: Apple iPod is also popular among baby boomers 17
Figure 6: Media, including Internet websites and magazines, have turned their attention to the dankai generation and senior population in Japan 18
Figure 7: Seniors have felt less concerned by economic downturn in the first half of 2008 23
Figure 8: The housing market downturn is a concern for a third of all consumers 24
Figure 9: Mortgage affordability and smaller subsequent generations are now affecting Seniors 25
Figure 10: Seniors have traded up less than Young Adults in 2008 26
Figure 11: Seniors have been particularly slow to trade up in the on-trade in 2008 27
Figure 12: All consumers, including Seniors, have been keener to trade up when drinking at home in 2008 28
Figure 13: Personal care has been one of the markets that has most commonly experienced up-trading in 2008, but Seniors have lagged behind 29
Figure 14: Seniors have felt less concerned by economic downturn in the first half of 2008 30
Figure 15: Price is less of an issue in choosing personal care products for Seniors 31
Figure 16: Promotional offers have less effect than price on Seniors' purchase decisions 32
Figure 17: Seniors are skeptical about the health attributes of natural personal care products 35
Figure 18: Seniors are more skeptical about the efficacy of natural personal care products 35
Figure 19: Elixir news may become just one of many websites devoted to anti-aging news and information 39
Figure 20: Consumers do not necessarily buy more skin care products as they age 41
Figure 21: Seniors are reasonably happy with their age 44
Figure 22: Consumer survey: Young Adults are more likely to feel pressure to look good rather than Seniors 45
Figure 23: Consumer survey: beauty advertisements play a significant role in Young Adults self-consciousness, but Seniors are largely immune 46
Figure 24: DermaLastyl-m products are specifically anti-aging targeted at a range of skincare needs 47
Figure 25: Everyday pricing is likely to be more popular than premium products during recession 51
Figure 26: Anti-aging performance is moving into more products 52
Figure 27: Consumers aged between 45 and 54 use more make-up products compared with those aged 55 and above 53
Figure 28: 55+ consumer use fewer hair care products compared with their population weighting 58
Figure 29: The usage of hair colorant products is higher among consumers aged between 45 and 54 60
Figure 30: Usage of fragrance products in consumers aged 55 and above could increase if body odor problem becomes widely recognized 63
Figure 31: The consumption of personal hygiene products decrease as consumers age 65
Figure 32: Usage of male fragrance shows that older men are concerned about the problem of ""aging odor"" 67
Figure 33: Senior consumers tend to spend more on oral hygiene products 71
Figure 34: The usage of mouthwash products among consumers aged above 55 is higher in Australia, Japan and US 73
Figure 35: 40+ dental products allude to the vagaries of age complexity 78
Figure 36: Linea Mediterranea Action 50 products are clearly marketed to Seniors 79
Figure 37: Ageless positioning can appeal to a wide variety of consumers including Seniors 79
Figure 38: Anti-aging is a product concept that is prevalent in the skin care category. 80
Figure 39: Age-specific products will appeal to Seniors if their functionality is similarly targeted 80
Figure 40: Few skin care brands are positioned to serve Seniors before age 50 and long after 81
Figure 41: Make-up is important to may women of all ages 82
Figure 42: Masculine solutions are essential for male Seniors 82
Figure 43: The build-up of plaque needs to be a core focus of oral hygiene products 84
Figure 44: Senior-specific toothpastes need to be milder 84
Figure 45: Convenient floss products are needed to convince more Seniors to floss 85
Figure 46: Senior consumers are more likely to suffer from a dry mouth 86
Figure 47: Teeth whitening treatments have growth potential among younger Seniors 86
Figure 48: Schwarzkopf's age-specific Bonacure range targets mature hair 87
Figure 49: Dove's campaign for real beauty has paved the way for its Pro Age brand 88
Figure 50: Dove's innovative marketing and product range now targets Seniors more actively 88
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