Due to increased longevity and the ageing of post war baby boomers, the population of over-65s is set to swell over the next 20 years. Over the next 20 years the number of senior citizens will have risen 40% to 13.4m. The growth will be strongest between 2009 and 2014 when there will be an addition of 1.3m people to the age group. Yet silver consumers' participation in retail is currently lower than average in every sector apart from food & grocery. Older customers are generally less interested in the latest clothing fashions, homewares design or technological advancements and therefore they shop less for these types of goods. But this is not because silver consumers are lacking in cash, with a growing number of affluent over 65s who have private final salary pensions and have also made healthy profits from steeply rising house prices. In fact price is proportionally less important to silver consumers in every sector covered in this report.

Consumer Demographics: Silver Consumers I © Verdict Research 2005 2
About the cDNA programme 3
Section 1: Executive summary 4
- At a glance summary 5
- Retail expenditure 6
- Shopper base & shopping around 7
- Loyalty 8
Section 2: Demographic change 9
- Long term population change 2004-2024 10
- Medium term population change 2004-2014 11
- Medium term population change by gender 2004-2014 12
- Influences on silver consumers & implications for retailers 13
Section 3: Market dynamics 14
- Range & price as drivers of loyalty 15
- Convenience & quality as drivers of loyalty 16
- Service & layout as drivers of loyalty 17
- Facilities & ambience as drivers of loyalty 18
Section 4: Shopping patterns 19
- Clothing 20
- Summary 20
- Key data 21
- Visited stores 22
- Main stores 23
- Conversion and loyalty 24
- Store compatibility 25
- DIY 26
- Summary 26
- Key data 27
- Visited stores 28
- Main stores 29
- Conversion and loyalty 30
- Store compatibility 31
- Electricals 32
- Summary 32
- Key data 33
- Visited stores 34
- Main stores 35
- Conversion and loyalty 36
- Store compatibility 37
- Food & grocery 38
- Summary 38
- Key data 39
- Visited stores 40
- Main stores 41
- Conversion and loyalty 42
- Store compatibility 43
continued ?
- Footwear 44
- Summary 44
- Key data 45
- Visited stores 46
- Main stores 47
- Conversion and loyalty 48
- Store compatibility 49
- Homewares 50
- Summary 50
- Key data 51
- Visited stores 52
- Main stores 53
- Conversion and loyalty 54
- Store compatibility 55
- Music & video 56
- Summary 56
- Key data 57
- Visited stores 58
- Main stores 59
- Conversion and loyalty 60
- Store compatibility 61
- Personal care 62
- Summary 62
- Key data 63
- Visited stores 64
- Main stores 65
- Conversion and loyalty 66
- Store compatibility 67
Section 5: Winners and losers 68
- Clothing 69
- DIY 70
- Electricals 71
- Food & grocery 72
- Footwear 73
- Homewares 74
- Music & video 75
- Personal care 76
Appendix 77
- Basic methodology 78
- Detailed methodology 79