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Research about the Awareness/Behavior regarding Physical Appearance by Pre-seniors and Seniors in Japan

date:2020.04.16

  • food and fashion

Research about the Awareness/Behavior regarding Physical Appearance by Pre-seniors and Seniors in Japan

There is a resumed rise in interest for beauty among the older generation in their late 50s 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 >

  • About 90% of women above age 65 pay attention to their eating habits in order to maintain their appearances.
  • There is a resumed rise in interest for beauty among the older generation in their late 50s after the children have grown up
  • Women between ages 55~69 actively spend money on their eating habits on order to maintain their looks
  • Women become more aware of their bodies changing from the age of 65
  • Women after their 30s will grow older while being concerned about their spots, wrinkles and saggy skin.
  • For all generations, sleep is a common unmet need
  • As the respondents get older, they are the happiest if they look younger

Survey outline

Research name Research about the Awareness/Behavior regarding Physical Appearance by Pre-seniors and 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 ・Amount of attention paid towards appearance/looks
・Concerns/worries about appearance/looks
・Amount of awareness of appearance/looks
・Exercises to look better (exercise habits, expenses)
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)

Amount of attention paid towards appearance/looks

Q.How much attention do you pay to「maintaining/improving your body 」「fashion」「eating habits」in order to look better? Please select one for each.

90% of women above age 65, pay attention to their eating habits in order to maintain their appearance or looks

Women are more aware when it comes to「staying in shape」「fashion」「eating habits」than men, and this trend gets more noticeable the older they get.

Top 5 concerns regarding looks

Q.Please let us know what you’re worried about when trying to maintain your looks. Please select all that apply.

Women after their 30s will grow older while being concerned about their spots, wrinkles and saggy skin.

Regardless of age, women are generally worried about 「spots, wrinkles, saggy skin」and 「grey hair」when trying to maintain their looks. 
Furthermore, women are also worried about getting out of shape. For men above age 55, they are mostly worried about a worsening eyesight.

Citing the research results

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  • ・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

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