市場調査・マーケティングリサーチ会社のアスマーク

category

  • food and fashion

Research on the awareness towards consumption of food and fashion by pre-seniors/seniors in Japan

date:2020.03.18

  • food and fashion

Research on the awareness towards consumption of food and fashion by pre-seniors/seniors in Japan

There is a rise in interest for aesthetics among the older generation, after the children have grown up

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.

< 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

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

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.

Citing the research results

  • ・The copyrights of this report belongs to ASMARQ.
  • ・This report or any portion thereof may not be reproduced, quoted or used in any manner whatsoever without ASMARQ's explicit prior consent.
  • ・Please notify ASMARQ when citing any of the copyrighted works.
  • ・Any total or partial reproduction or representation of ASMARQ's published research material is strictly forbidden.
  • ・Please inquire with us beforehand, when considering using ASMARQ's research material to advertise or promote one's product.
  • ・ASMARQ can't be held reponsible  for any direct or indirect harm or damage, including loss of profit, clientele or data or any other loss of intangible goods, loss of earnings or any other loss or harm which may result from use of ASMARQ's material

Download list

all 0 content

Download