There is a rise in interest for aesthetics among the older generation, after the children have grown up
＜ TOPICS ＞
- There is a rise in interest for aesthetics among the older generation, after the children have grown up
- Women in their late 50s, late 60s invest more in fashion than other generations
- Women between ages 55~69 actively spend money on their eating habits on order to maintain their looks
- Women between ages 55~69 actively spend money on their eating habits on order to maintain their looks
Survey outline
| Research name | Research on the awareness towards the consumption of food and fashion by pre-seniors/seniors in Japan |
|---|---|
| Target criteria | A focus on 55～79 years old male/female respondents, and respondents between 30~49 years old for comparison. ※In this research, respondents of ages 55～64 years are considered as pre-seniors, and ages 65 ～79 years are defined as seniors. |
| Subjects | ・Fashion（frequency of purchase, preferences, expenditure） ・What they do in for looks when it comes to food （what they spend on for looks, the amount of money spent, interest in the keywords in food sector） |
| Sample size | 900s |
| Quota |  |
| Research period | October 28, 2019 (Mon) ～ October 29, 2019 (Tue) |
| Research method | Online survey |
| Research institution | ASMARQ Co., Ltd. (Former: Marsh) |
The frequency of purchasing fashion items
- Question
-
- Q．How frequently do you purchase fashion items (clothing, shoes etc.)? （Please choose one）
There is a rise in interest for aesthetics among the older generation, after the children have grown up
Women buy fashion items more frequently than men, especially women between ages 55 and 59, with more than 40% of them buying an item more than once every 2 months. The purchase frequency reaches its peak among women in the late 50s and then slowly decreases.
Awareness/interest towards food-related keywords
- Question
-
- Q．Please let us know which of the food products below you have heard of before, know of and are interested in. （MA）
Women above the age 55 show a strong interest for the word 「organic」
Most women show a strong awareness/interest for ingredients, and amongst them, the women aged 55 and above show a positive response to the word「organic」. Furthermore, women above age 55 show a strong interest for soy-meat and a trend to want to eat low fat/low calorie products can be seen.
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No matter what age, everyone cares about their appearance or looks. How do pre-seniors/seniors maintain their appearance as their looks are starting to fade?
Therefore this time, we have done a survey to clarify what pre-seniors and seniors do in order to maintain looks from different points of view such as fashion and eating habits.
※In this survey we define 55~64 year olds as pre-seniors, and 65~79 year old as seniors.