Markets targeting older adults

Companies providing services for older adults

By 2025, Japan's population aged 65 and over had grown to 36.22 million, accounting for 29.4% of the total population. Of that number, 21.27 million were 75 years of age or older, accounting for 17.3% of the total population. As the baby boomers reached 75 and were defined as "late-stage elderly," the demand for medical and long-term care surged, social security costs swelled, and labor shortages worsened. The "2025 issues" finally became a reality.
Meanwhile, seniors make up a large share of the population and have a significant presence in the consumer market. Since they have generally finished paying off housing loans and education expenses, they have relatively ample money and time to spend. Therefore, their importance as consumers has never been greater. The latest trend in their spending habits is "spending now." Unlike the traditional elders, who saved for the future, they actively demonstrate their desire to spend during their healthy years. Their awareness of average and healthy life expectancies motivates them to act while they are healthy, which is fueling their robust consumption. Attracting seniors is a significant theme in companies' marketing activities.
This report highlights and introduces markets and companies from various industries that primarily target seniors or are eager to acquire demand from seniors, which include distribution businesses. Some categories, such as travel, sports, and entertainment, target active seniors, not just traditional senior-oriented categories, such as long-term care, rehabilitation, and senior housing.

I. Overall Trends in Senior Services Markets

1. Overall Trends in Markets Targeting Older Adults
   1) Size of Major Markets Targeting Older Adults
   2) Industries Targeting Senior Consumers
   ・Long-term Care and Rehabilitation Market
   ・Home Delivery Market
   ・Travel Market
   ・Sports Market
   ・Entertainment Market
   ・Hobbies and Lessons Market
   ・Food and Dining Out Market
   ・Clothing and Daily Necessities Market
   ・Other
   3) Status of Markets Targeting Older Adults
2. Background of Growing Market for Senior Services
   1) Trends and Future Projections for the Elderly Population
   2) Status of Households with Elderly Members
   3) Trends Among the Japanese Baby Boomer Generation
   4) Trends in Financial Assets Among Seniors
   5) Trends in Consumer Spending Among Seniors
   6) Employment Status of Seniors
   7) Trends in Long-Term Care Insurance Benefits
   8) Internet Usage Trends Among Seniors
   9) Adoption Rates of Smartphones and Other Devices Among Seniors

II. Trends in Senior Services Markets by Category

1. Long-Term Care and Rehabilitation Market
2. Senior Housing Market
3. Home Delivery Market
4. Various Support Service Market
   - Watch service
   - Housekeeping service
   - Senior Staffing and Business Startup Support for Seniors
   - Matchmaking and Dating Support Services for Seniors
   - End-of-Life Planning Services
   - Financial Services
5. Travel Market
6. Sports Market
7. Entertainment Market
8. Hobbies/Social Clubs Market
9. Food/Food Service Market
10. Clothing and Daily Necessities Market
11. Home Appliances and IT Equipment Market
12. Retail and Distribution Market

III   Trends in Providers of Senior Services

1. Long-Term Care Services, Senior Housing, and Assistive Devices (7 companies)
2. Travel & Sightseeing (7 companies)
3. Sports/Entertainment/Hobbies/Social Clubs (3 companies)
4. Home Delivery/Restaurants (2 companies)
5. Retail and Distribution (4 companies)

IV   List of Companies Providing Senior Services

1. Long-Term Care Services and Senior Housing
2. Care and Welfare Equipment 
3. Home Delivery
4. Daily Living Support and Monitoring Services
5. Travel and Leisure
6. Fitness and Hobbies
7. Meal Services for Senior Care Facilities
8. Health Foods
9. Long-Term Care Food, Therapeutic Diet