The mature market is increasing, and has been identified as the fastest growing demographic
segment globally. Throughout the world, and even more so in the developing countries, the decline
in fertility rates and in the increasing life expectancy rates, means that the proportion of people
aged 60 years or older will reach two billion by 2050. In South Africa, one in ten people will be over
65 years old by 2025.The result of the growing ageing population has both social and economic
implications and effects businesses, communities, families and individuals: everyone is affected.
This market has, however, been neglected by marketers for years, and their needs are therefore
increasingly unmet. They are stereotyped as isolated and grumpy, and are generally underresearched,
yet they have increasing wealth and are willing to pay premiums. Some research into
this market has been conducted in Japan, Europe and the United Kingdom, but no study of this
nature in South Africa currently exists.
This study seeks to identify the relevance of this market in the Western Cape, South Africa by
studying their motivations behind brand choice. The six fast moving consumer goods categories,
which were studied are: dishwashing liquid; laundry powder; bar soap; toothpaste; instant coffee
and tea. These items were chosen specifically to be gender-neutral and relevant to the South
African market.
The study was conducted through face-to-face, shopper intercept, survey questionnaires, which
consisted of a five-point Likert Scale and categorical questions. The total sample size was 184
respondents, and represents the ethnic composition of the Western Cape.
The results of this study reveal that the ageing population purchase household items, such as
dishwashing liquid and laundry powder according to quality and product performance.
Furthermore, they purchase personal care items such as soap and toothpaste according to brand
loyalty or preference, and not price. Lastly, beverages are bought on brand loyalty and quality.
Therefore, price is not the main motivation criteria for the ageing consumer for these specific items.
Furthermore, the mature market seldom displays interest in promotion, packaging or availability of
items.
The secondary results delve into the findings per age group and demographic group. A secondary
finding of importance is that the older mature consumer, 80-plus, purchase primarily on price, and
seldom on brand loyalty, thus the younger mature market tend to display higher brand loyalty
purchasing behaviour. Finally, the African ageing consumer cite price more often as a motivational
factor, than other ethnic groups, with the exception of coffee purchasing in which the White
demographic is more price conscious.
This study concludes with recommendations for organisations going forward to capture the mature
markets as well as possible future research into the ageing demographic group.