Business insights
The increase in the average age of Italy's population indicates a shift in demographic structure: more elderly people and fewer young individuals and children. This significantly impacts consumer preferences and the structure of demand. Let’s explore which products and services are becoming more sought after in the context of an aging population.
Products:
- Medicines and vitamins – products for maintaining health, treating chronic diseases, and prevention.
- Medical devices – blood pressure monitors, glucose meters, orthopedic products.
- Healthy food products – low-calorie items with reduced salt and sugar content.
- Anti-aging cosmetics – creams, serums, and skincare for mature skin.
- Glasses and contact lenses – vision correction products.
- Ergonomic furniture – chairs and beds with orthopedic features, easy to use.
- Electric transportation – electric bikes and scooters suitable for elderly users.
- Books and educational games – crosswords, self-help books, and hobby materials.
- Products for active leisure – walking sticks, camping equipment designed for older adults.
- Cleaning and home maintenance tools – robotic vacuum cleaners and automatic housekeeping systems.
Services:
- Medical clinics and diagnostics – private health centers offering regular check-ups.
- Rehabilitation centers – physiotherapy and post-operative recovery services.
- Home care for the elderly – caregivers and household assistance.
- Retirement planning – consultations on financial management and investment strategies.
- Fitness and yoga for seniors – programs tailored to the physical capabilities of older individuals.
- Senior tourism – organized tours, cruises, and travel packages for mature audiences.
- Educational courses – computer literacy, foreign languages, and cooking classes.
- Clubs for hobbies and interests – cultural events, social gatherings, and craft/art circles.
- Transportation services – taxis and buses adapted for people with reduced mobility.
- Home delivery services – for groceries, medicines, and ready meals.
Data source
Italian population statistics 2002-2023 from https://www.tuttitalia.it/statistiche/
Source data
440 pages on the website with statistics on the Italian population by year and region
Source data
440 pages on the website with statistics on the Italian population by year and region
Data transforming and cleaning
A custom function was written in PowerQuery (M) to load the raw data from the website pages, which loaded all the information into a single table, specifying the region and year
The original table was splited into two new tables: with statistics on gender and marital status
Data model
Insights
The largest age group has changed over 21 years: in 2002, it was the 35-39 age group; in 2023, it became the 55-59 age group
In 21 years, fewer people have gotten married. The number of people who remain unmarried has increased. The number of divorced people has increased. In Northwest Italy, the number of unmarried people exceeded the number of married people.
Dynamics over 21 years:
- 11% decrease in married per 1000 residents
- 192% increase in the number of divorced per 1000 residents
- 14% increase in the non-working age population (0-14 years and 65-100+ years)
- 2% decrease in the working age population (15-64 years)
It is known that more boys are born than girls. It can be seen that by the age of 42 the number of males and females is comparable. After the age of 42, there are more women than men.
- 11% decrease in married per 1000 residents
- 192% increase in the number of divorced per 1000 residents
- 14% increase in the non-working age population (0-14 years and 65-100+ years)
- 2% decrease in the working age population (15-64 years)
It is known that more boys are born than girls. It can be seen that by the age of 42 the number of males and females is comparable. After the age of 42, there are more women than men.
