The missing market: How home retailers can better meet the needs of over 50s consumers
This report explores the market for ‘inclusive products’ for the home, particularly those found in kitchens and bathrooms.
Good inclusive home products are easy-to-use, aesthetically pleasing and affordable. They are designed for everyone, but their features and ease of use can help people to remain living independently in their own homes as they grow older and if their needs change.
At the moment, however, inclusive home products are not generally recognised in the mainstream retail market and high street stores. Where they do exist, their benefits are often not made clear as part of marketing strategies or at point of sale.
This report is based on research with consumers involving a small-scale survey, in-home visits, accompanied shopping visits, focus groups and national polling. It explores the gaps and opportunities related to meeting over 50s consumers’ needs for inclusive products.
While chiefly aimed at retailers, this report also provides recommendations for manufacturers and designers, as well as those responsible for developing and managing homes (such as social housing providers and landlords) on how to better meet the diverse needs of the growing over 50s consumer market.