Press Room

Nielsen: Global Consumers Highlight Opportunities for Retailers, Brand Marketers and Service Providers to Better Meet Needs of Aging Consumers

Sue Feng,, 010-5912-9195

Shanghai – Feb. 27, 2014 – As the 65-and-older demographic increases in size and spending power in China, retailers, brand marketers and service providers have opportunities to better support the health and well-being of aging consumers, according to new findings from Nielsen, a leading global provider of information and insights into what consumers watch and buy.

According to the Nielsen Global Survey about Aging, which polled more than 30,000 Internet respondents in 60 countries1, more than half of Chinese consumers surveyed say they do not see advertising that reflects older consumers, have trouble locating restaurants with handicap accessibly (when thinking about the product or service needs of the aging consumer) and find it difficult to navigate assistance from service-oriented industries like housing, finance and investment.

Meanwhile, more than 45 percent of Chinese respondents claim they had difficulty to find easy-toread product labels and smaller portion-sized food packaging.

Big spenders with unique needs

As health has become a hit-topic in China, Chinese consumers concern more than before about their daily healthy lifestyle. Especially when people think life after retirement, they concern most about their physical and mental condition, time spent with family and healthy diet. However, more than half of Chinese consumers (52%) say it’s difficult to find foods that meet special nutritional diet, and four out of 10 (38%) cannot find clearly-labelled nutritional information.

According to Nielsen’s survey, when Chinese consumers think about life after retirement, staying physically and mentally fit, spending time with family, and eating healthy are the most important priorities. However, more than half of Chinese consumers (52%) say it’s difficult to find foods that meet special nutritional needs, and four out of 10 (38%) cannot find clearly-labelled nutritional information.

“As retailers and manufacturers clamor to create a point of differentiation for their products and services, they only need to listen to the loud call for help coming from aging consumers,” said Zhuang.

High Interest in Digital Engagement for Grocery Shopping

According to Nielsen’s information, two-thirds of Chinese respondents say they are already ordering groceries online for home delivery (62%), while another one-third (32%) claimed they are definitely willing to try if it becomes available.

While a group of Chinese respondents have already used hand-held store scanner to purchase products when shopping to avoid checkout lines and online coupons for grocery shopping, the rest show high willingness in using in the future.

Online and mobile shopping lists are also used by more than one-third (34%) of Chinese respondents while another 47 percent were definitely willing to.

Nursing Homes Favored by Chinese consumers

According to Nielsen’s survey, more than one-third of Chinese respondents claim they plan to live at home with their spouses in old age, while living in a nursing home was the second most-preferred arrangement. Fifteen percent plan to live at home with professional help, and 12 percent would like to live with their children.

More than half of Chinese respondents fear of being a burden on family members or friends (59%), exceeding the global average of 49 percent. Losing the ability to care for their own basic needs (66%) and losing physically agility (61%) were other top fears.

For most Chinese consumers, they fear about losing ability to care for basic needs (feed self, bathe self and dress self), losing physically agility and being a burden on family members or friends as they are getting older.

About the Nielsen Global Survey
The Nielsen Global Survey about Aging was conducted between August 14 and September 6, 2013, and polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users, is weighted to be representative of Internet consumers and has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60-percent Internet penetration or 10M online population for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Survey, was established in 2005.

About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit

# # #

1The findings in this survey are based on respondents with online access across 60 countries. While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populations. In developing markets where online penetration has not reached majority potential, audiences may be younger and more affluent than the general population of that country. Additionally, survey responses are based on claimed behavior, rather than actual metered data.