According to a study by the Berlin Chamber of Industry and Commerce, demographic change is primarily influenced by the following characteristics: for one, people’s life expectancy is getting longer - by 2050, the statistical life expectancy for a woman is 85 as opposed to 79 today and for men this will be 80 as opposed to 74 today, and for another, the population is declining - in Germany, the population is expected to fall to 60 million inhabitants by 2050 as a result of the decreasing birth rate. According to estimates, it is anticipated that half of the population will be over 50 years old by 2040 - the so-called “best agers” group. As opposed to the majority of 50 year olds today, they want action or at least to be part of the action. The condition of their minds and bodies will also be better. They are expected to possess purchasing power, be consumption oriented and quality conscious as well as to carry important sales potential.

In the future, moving from the countryside to the city will become ever more attractive for older people as they expect to find a better quality of living here, such as proximity to doctors, shopping possibilities or cultural offerings.

According to Berlin Chamber of Industry and Commerce, the growing demand for senior-friendly products will dramatically change the market. Redefining target groups with adapted and freshly-developed marketing measures is unavoidable. At the same time, authors of the recently published “Greenomics” book - Dr Eike Wenzel, Anja Kirig and Christian Rauch from the Zukunftsinstitut (German Institute of the Future) - have observed an additional phenomenon which will dominate society, markets and all industries by degrees: the “lifestyle of health and sustainability” (LOHAS). Diverse age groups, differing income groups and no affiliation to a distinct social class all mean that classification within a concrete target group is impossible.

Current surveys corroborate these forecasts. The German Wellness Association recently reported that the German healthcare market made up a volume of EUR 239 billion. This is 10.7% of the gross domestic product. By the year 2020, the healthcare market will be recording growth up to around EUR 453 billion. The key topics of nutrition, body, sport and quality of life are expected to lead to extended demand-driven markets. Thus health will become a key resource – a prime consumer goods and lifestyle product.

The authors of “Greenomics” identified the following LOHAS principles: health is not simply the absence of illness but rather a life goal. People can avoid pains, symptoms and chronic illnesses if they keep a continual eye on their own life-work balance. Alongside a higher quality of life, the key LOHAS aspiration is the reversal of living practices to self awareness, freedom from stress and deceleration. The new healthcare markets can be based on these theses.

There are additional LOHAS characteristics that are indicative of a new future market:

• Consumers are proactively looking after their health
• Higher costs are acceptable
• Orientated towards substantial and subject-specific communication
• A desire for transparency and clarity when being addressed

Complex and promising business models for the future can be derived based on the assessments listed above.

In light of this, the demands on shopping centers will also change. We have attempted to present this graphically in the following future scenario:

The modern shoppers of tomorrow

It is a Sunday evening in November 2020, around 9 pm and we find ourselves in a futuristic looking domed building made of glass, completely and self-sufficiently powered by a sophisticated solar energy system. The glass building is a shopping health center – SHOHEC for short – a place to satisfy all your needs: a shopping experience coupled with rest, relaxation and healthcare offerings. Hand in hand, a couple meander through a shopping center flooded with light. Right now, the light elements green and yellow are the dominating colours. The projected meadows and flowers suggest a stroll through a summer landscape. Unobtrusive scents, discernable solely in the subconscious, convey a pleasant atmosphere that simultaneously stimulate the desire to shop. Our two shopping strollers are “best agers”. Mid-fifties, in casual wear, both employed with well-thought-out time management and a conscious separation between career and their scarce leisure time.

Beforehand, they both entered their shopping needs into the center’s internet service module – a special service for regular customers and the interested public. Once they arrive at the SHOHEC, they register themselves by giving a fingerprint at the entrance and are immediately provided with a virtual sales assistant. The assistance they receive will be provided by means of an out-of-sight earphone with miniature buttons. Pursuant to the requirements that had previously been entered online, the center’s service staff have prepared the corresponding products and both customers are now being guided via their earphones to the relevant shops in line with their requests. The staff in each branch are impeccably prepared for the customer visit, are aware of sizes and taste thanks to the customer-data system and can therefore efficiently offer advice tailored to the customer. The pre-selection was perfect: they have quickly found a conventional suit for HIM and a rainproof walking suit for HER. This process saves the couple time that they can then put to better use spoiling themselves in the healthcare department. The SHOHEC offers a wide range of healthcare services. In addition to various cosmetic offerings, there are other healthcare areas that concentrate on prevention, physical therapy and relaxation treatment. SHE opts for an offering available on the discreetly insulated sports area: Knowledge Movement - 30 minutes movement on a multi-functional unit consisting of a stepper and an exercise bike whilst a digital presentation is given on the subject “New walking trails in the Harz”. In the meantime, he visits the “Minute Clinic”. As he already knows the easily understood treatment catalogue, he is aware that the trained staff here can diagnose and treat his skin irritation in just 15 minutes. He did not have the time during the week to visit the doctor. He buys the recommended ointment in the Instant Pharmacy - a machine where the user is required to register, again by means of the individual fingerprint. He spends his remaining time unwinding in the “ReMass Lounge” relaxation area, waiting for his partner to return. In a relaxed atmosphere, he settles himself into the ReMass Massage Chair and enjoys a soothing shiatsu massage. Four of the massage rollers, emulating human hands, loosen up the back muscles on both sides of his spinal column. Within a few minutes of the treatment, he is already feeling a sense of well being and relaxation.

Finally, they treat themselves to a healthy meal in the stylishly furnished organic food area - they will be visiting this area again when they next visit the center. To round off their day, they indulge in a jasmine tea.

For our couple, visiting the SHOHEC has become a ritual, mixing business with pleasure. Because of their careers they spend a lot of time travelling Germany, which in turn affects their leisure time and they appreciate the fact that they can visit a SHOHEC in almost every German city.

Social change and the extremely popular trend of focussing more on health represent enormous opportunities for the German economy in general and particularly for the property and retail industries. Availing of these opportunities correctly is both a challenge and an entitlement.

Claudia Müller, Head of Marketing, ReMass

About ReMass

Established in 2005, the service provider ReMass specialises in installing massage chairs in the quiet areas in shopping centers and airports. In addition to sounding out potential rental floor space, the full-service provider is responsible for the installation as well as the management and maintenance of its locations in both Germany and Austria. www.remass.de