Newsletter On Products For Independent Living

The Canadian Aging and Rehabilitation Product Development Corporation (ARCOR) is an internationally-focussed, non-profit corporation established jointly by the governments of Canada and Manitoba.

ARCOR’s goals are: to work with industry and consumers; to develop marketable, affordable products that enhance quality of life and, to allow seniors and persons with disabilities to live independently.

ARCOR officially opened in November 1990 in its own downtown Winnipeg building. In March, Governor General Ramon Hnatysyhn, ARCOR’s patron, officially opened the Main Floor Seniors’ Gallery. The Gallery is a functional display of furnishings and products that can enhance independent living. All the products shown are in the marketplace.

Directions ’91 – A Workshop on Living Environment Products for Seniors and Persons with Disabilities was held at ARCOR in May. Forty experts, researchers, designers, industry representatives and consumers form Europe and North America met to explore exciting and innovative product ideas. Designers, manufacturers and marketers may obtain the publication of the results.

Industry Partnership: ARCOR neither manufactures nor sell products. The areas identified for immediate attention is Home Care and Independent Living Environments. ARCOR works with industry in product development and marketing support.

Industry benefits from technical capabilities in terms of product design and prototyping, drawing on its in-house experience which includes biomedical and rehabilitation engineering.

ARCOR’s Seniors Marketing Focus Groups allow industry an opportunity to test their products in a target market. Products that are “Seniors” Approved” are awarded the ARCOR Medal which identifies specific features that deliver benefits for independent living.

Companies interested in more information on the Medal Program, Senior’s Gallery, Marketing Focus Groups, Product Development, or the
Directions ‘91 publication should contact ARCOR Business Development at (204)943-9400.

THE WELL ELDERLY

AN IMPORTANT SECTOR FOR THE ‘90S... AND BEYOND

The traditional home care market, both in the U.S. and Canada, is tied closely to government and third-party funding. Manufacturers, distributors and suppliers should look to growth by entering a burgeoning market based on personal discretionary income.

The current man-made world is designed for youth. It will be redesigned and influenced by an aging “baby boom” generation.” This group of 75 million North Americans historically has influenced society 10 years before and after it passes through an age transition. Society is shifting to meet the needs of this aging population.

Already there are references to the “greying of America,” the “golden age of the golden years,” and the “silver generation” in recognizing the new market potential.

The target market of the 55+ population is already here. It’s growing much faster than the rest of the population. It has more discretionary income and is based on a lifestyle of independent living.

Get ready not to focus on this hardly recognized, but real market.

DEMOGRAPHIC STORY

In 1989, the 55+ population in Canada was 5.4 million people, 20.5% of the total. In North American it was 58.3 million people.

This 55+ group will continue to grow at 11 times the rate of the general population, peaking at 33% to 36% of the total by 2030.

The 55+ generation in North America represents:
- 77% of all financial assets
- 40% of consumer demand
- 50% of discretionary income(increasing to 75% by 2010).

THE NEW MARKET

MARKET CHARACTERISTICS
HEALTH
It is true that the duration of chronic illnesses increases with age and that this often leads to disability and dependency. It is also true that among people over 65 years of age, 50% report some form of arthritic complain and 75% some form of mobility problems.

Still, 75% of the 85+ population lives independently. More importantly, most seniors do not consider themselves disabled or ill. Therefore, to appeal to this market, industry must provide products that are wellness oriented and enhance independent living.

OUTLOOK ON LIFE
“Seniors” want to be considered part of mainstream society. They do not want to be singled out. They want products that allow an independent lifestyle and increased quality of life.

People tend to think of themselves as being years younger than they really are. A 65 year old will buy a product that has an image of 50 when he/she should by buying a product that will still be useful when he/she is 15 years older, at 80. The opportunity is then to provide these products that have both function and project a positive image.

As the population continues to age, the “baby-boom” influence of image will give way to one of total quality. The colour, texture, design, material and finish of products will be very important. The seniors market will respond to a combination of quality and price in a process of careful selection. The opportunity is to provide choices and options in quality products.

The new target market is on two levels. Many of the 55-75 age group make their own product decisions. However, the 75+ group (the fastest growing market segment) is influenced by care-givers. Adult daughters and daughter-in-laws, themselves baby-boomers, provide 80-90% of care support. They will influence many decisions. This dual market is thus only one market.

For more information on how to target the well elderly, please contact Marketing at ARCOR, (204)943-9400.

THE LIFESTYLE APPROACH

As a person ages he or she tends to spend more time at home. This time is spent increasingly either in bed or sitting. So life revolves around furniture as never before.

The Seniors lifestyle is also leisure-oriented. Over 85% of people with over 65 do not work. Gardening is one of the fastest growing pastimes for seniors and offers an opportunity.

In bedrooms, dining rooms and living rooms there is need for different chairs. Opportunity exists to tie in other products to furniture that will aid in overcoming changes due to aging. These can be in lighting, convenience items and tools that target a specific problem.

DISTRIBUTORS’ CORNER

ARCOR works as a catalyst in market development by connecting manufacturers with distribution networks. In this issue we are pleased to provide a profile of:

MEDIchair Ltd., national distributor of home health care products and durable medical equipment, was founded in 1985 and operates from its head office and distribution centre in Brandon, Manitoba. The company focus is on the senior population and MEDI chair’s success rests on the selection on innovative, high quality products from around the world. This is backed by outstanding, “relationship-building” service to the consumer.

MEDIchair, Canada’s wellness store, operates coast to coast through a retail organization consisting of 194 dealers and franchise outlets.

New products, franchise and dealer inquires are welcome.

For more information, please contact MEDIchair Ltd. At 117-7th Street, Brandon, Manitoba, R7A 3S5. Phone (204)726-1245 or Fax (204)726-5716.


NEWS FROM EUROPE

The Seniors’ Gallery at ARCOR showcases products from Canada and around the world. Soon to be displayed is a unique Swedish design kitchen.

In June, Granberg Superior Systems Inc. Made it official. “We are open for business in North America and proud to lead the way in adaptable kitchen systems for the growing market of seniors and persons with disabilities.”

Granberg Superior Systems came into existence when Granberg Interior Mobile, Sweden AB, came to North America looking for a cabinet manufacturer to make its adaptable kitchen systems.

Granberg Interior Mobile’s technology and design, combined with Superior Millworks’ expertise in cabinet-making, has created a delightful adaptable kitchen concept. Each system is carefully created to accommodate individual likes and requirements. There are two systems available:
1)3-Step Manually Height Adjustable System;
2)Motorized Height Adjustable System.

The Granberg Superior name has become a global entity, with Granberg Interior Mobile in charge of the European market and Granberg Supervisor overseeing the Americans and Asia. A dealer network is being established with dealers in Japan, Hawaii, mainland USA and Canada. About 200 kitchen systems have been sold throughout North America.

Its grand opening featured a ribbon-cutting ceremony officiated by the mayor of Saskatoon.

The decade of the ‘90s offers many exciting challenges and opportunities, of which Granberg Superior Systems Inc. is pleased to be a part.

ARCOR PEOPLE: A WEALTH OF EXPERIENCE

Dr. Douglas A. Hobson, a native of Winnipeg, holds a doctorate in bioengineering. Prior to joining ARCOR as president and CEO in June 1990, he held the position of technical director and assistant professor with the University of Tennessee’s rehabilitation Engineering Program.

Hobson has 25 years’ experience in bioengineering related to development of rehabilitation products for the physically disabled. He has developed a number of products that are commercially available in the United States. Two of the products are being marketed throughout Europe.

The author of more than 60 publications and presentations, Hobson has received committee appointments to 18 organizations, national and international in scope.

Hobson currently chairs a working group committee of the International Standards Organization of Geneva, Switzerland, and is president of RESNA.






Industry News is a quarterly publication of ARCOR (The Canadian Aging and Rehabilitation Product Development Corporation), 265 Notre Dame Avenue, Winnipeg, Man., Canada, R3B 1N9.
Phone:(204)943-9400
Fax:(204)943-4088.
ISSN: 1183-9171
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