Critical Illness Cover - UK - June 2014


#210260

136pages

Mintel

$ 2834

In Stock


Insurers rely on advisers and the business they bring in, but should be more open minded to the possibility of growth in non-advised sales. By making policies simpler and online services easier to use, providers could tap into a group of consumers with day-to-day need for protection but no need to visit an adviser.
Table of Content

Introduction
Definition
Abbreviations

Executive Summary
The market
Critical illness cover market expected to recover from recent drop
Figure 1: Forecast of value of critical illness cover policy sales (stand-alone and rider benefit), 2009-19
Falling prices are restricting value of new sales
Stand-alone critical illness cover is a tiny part of the protection industry
Figure 2: Proportion of sales volumes in protection industry, by product type, 2013
Market factors
Household finances are starting to improve but are still squeezed by inflation
Growth in mortgage lending should mean growth in critical illness cover
Figure 3: Total quarterly gross secured lending, March 2009-March2014
Companies, products and innovations
Legal & General is the market leader
Figure 4: Market share of the top five providers of new individual critical illness cover, based on sales volume, 2013
LV= has the most enhanced policy
Additional conditions added by more providers
Aviva educates advisers
The consumer
Critical illness cover is held by 11% of consumers
Figure 5: Protection and insurance product ownership, April 2014
Most people have concerns about the effect of ill health on their finances
Figure 6: Attitudes towards sickness and income, April 2014
The majority wouldn’t be able to cope for more than a year if unable to work due to ill health
Figure 7: Level of financial security – coping with an extended period of ill health, April 2014
Nearly half of non-policyholders think critical illness cover is too expensive
Figure 8: Barriers to ownership of critical illness cover, April 2014
Three quarters are unwilling to pay more than £15 per month for cover
Figure 9: Willingness to pay for critical illness cover, April 2014
Interest in buying a policy next year is high
Figure 10: Attitudes towards critical illness cover, April 2014
What we think

Issues and Insights
Smaller, more niche products could see growth
The facts
The implications
Improving direct channels can open policies to a new demographic
The facts
The implications
Insurers should be frank about the effects of serious illness
The facts
The implications

Trend Application
Show the value, not the cost
Claims statistics can help overcome trust issues
Consumers want online information

Market Drivers
Key points
Household incomes remain squeezed by low wage rises
Figure 11: Annual change in average weekly earnings, CPI and RPI, March 2009-April 2014
Increased mortgage lending helps insurers, but the MMR is a threat
Figure 12: Total quarterly gross secured lending, March 2009-March2014
There are more first-time buyers
Figure 13: Volume of mortgage loans issued for house purchasing, by customer type, 2009-13
Cancer is the biggest killer in the UK, but progress is being made
Successful claims are on the rise
Regulatory changes have challenged the market

Competitor Products
Key points
Strong competition from other protection products
Figure 14: Proportion of volume of sales in protection industry, by product type, 2013
Rider benefits are increasing in popularity
Figure 15: Proportion of term assurance policies with critical illness rider benefits, 2009-13
Critical illness cover is much more popular than income protection
Figure 16: Volume of policy sales of critical illness rider benefit, income protection and stand-alone critical illness cover, 2014

Market SWOT Analysis
Figure 17: Critical illness cover market SWOT analysis, May 2014

Who’s Innovating?
Key points
Aviva highlights the benefits of cover with videos for advisers
LV= launch enhanced payment feature
Aviva has a new specialist high-value team
Enhancements to critical illness cover across the market
Growth in additional conditions
Aviva provides more education for advisers

Market Size and Forecast
Key points
Critical illness sales fell sharply in 2013
Figure 18: New individual critical illness sales and average annual premium, 2009-13
Policies are almost always sold as rider benefits
Figure 19: New individual critical illness sales – rider benefit versus stand-alone policies, 2009-13
Market forecast
Volume of sales expected to grow by almost a fifth in five years
Figure 20: Forecast of volume of critical illness cover policy sales (stand-alone and rider benefit), 2009-19
Figure 21: Forecast of volume of critical illness cover policy sales (stand-alone and rider benefit), 2009-19
Falling prices to stifle growth in market value
Figure 22: Forecast of value of critical illness cover policy sales (stand-alone and rider benefit), 2009-19
Figure 23: Forecast of value of critical illness cover policy sales (stand-alone and rider benefit), 2009-19
Forecast methodology
Fan chart explanation

Market Share
Key points
Major insurers dominate the market
Figure 24: Market share of the top five providers of new individual critical illness cover, based on sales volume, 2011-13
Legal & General is the market leader

Companies and Products
Aviva
Description
Critical illness product range
Financial performance
Recent activity
Friends Life
Description
Critical illness product range
Financial performance
Recent activity
Legal & General
Description
Critical illness product range
Financial performance
Recent activity
Royal London Group
Description
Critical illness product range
Financial performance
Recent activity
Scottish Widows
Description
Critical illness product range
Financial performance
Recent activity
Other notable players in the market
LV=
PruProtect
AIG Direct

Brand Communication and Promotion
Key points
AIG is the top spending advertiser in the sector
Figure 25: Top-spending advertisers of critical illness cover, 2012-13
Legal & General spent most on advertising intermediaries
Figure 26: Intermediary adspend on life protection products, 2012-13
A note on adspend
   
Channels to Market
IFAs account for more than half of rider benefit premiums
Figure 27: Distribution of new individual critical illness cover rider benefit premiums, by channel, 2013
Non-advised stand-alone premiums have started to grow
Figure 28: Distribution of new individual stand-alone critical illness cover premiums, by channel, 2011-13

Protection Product Ownership
Key points
Just over one in ten have critical illness cover
Figure 29: Protection and insurance product ownership, April 2014
The importance of mortgages in the sale of critical illness policies
Figure 30: Critical illness cover ownership, by residential status, April 2014
Higher-earning households are more likely to have critical illness cover
Figure 31: Critical illness cover ownership, by gross annual household income, April 2013
Critical illness cover appeals most to parents of dependent children
Figure 32: Critical illness cover ownership, by presence of own children in household, April 2014
Life insurance is the most common other protection among critical illness policyholders
Figure 33: Protection and insurance product ownership, by protection and insurance product ownership, April 2014

Attitudes Towards Health and Finances
Key points
Most people are concerned about the effects of ill health
Figure 34: Attitudes towards sickness and income, April 2014
Employment benefits not enough for most people
Women show more concern about the future
Figure 35: Attitudes towards sickness and income, by gender, April 2014
Critical illness customers are mostly concerned with paying bills.
Figure 36: Selected attitudes towards sickness and income, by protection product ownership, April 2014

Level of Financial Security – Coping with an Extended Period of Ill Health
Key points
Most people would struggle quickly if unable to work
Figure 37: How long consumers could cover bills for if unable to work due to ill health, April 2014
Low earners are most at risk of missing bills if they are unable to work due to illness
Figure 38: How long consumers could cover expenses for if unable to work due to ill health, by gross annual household income, April 2014
Critical illness policyholders are more optimistic about their finances
Figure 39: Ownership of protection products, by how long consumers could cover expenses for if unable to work due to ill health, April 2014

Barriers to Ownership
Key points
Cost is the biggest barrier to buying critical illness cover
Figure 40: Barriers to ownership of critical illness cover, April 2014
Just one in four uninsured consumers have not looked at critical illness cover
Figure 41: Barriers to ownership of critical illness cover, by protection product ownership, April 2014
Those who don’t understand the product assume protection is too expensive
Figure 42: Barriers to ownership of critical illness cover, by all respondents vs those who do not understand the product, April 2014
Fewer than half of unengaged consumers could pay a month’s bills if sick
Figure 43: How long consumers could cover bills for if unable to work, by selected barriers to ownership of critical illness cover, April 2014

Willingness to Pay for Critical Illness Cover
Key points
Pricing at £16-£20 per month could nearly double the market
Figure 44: Willingness to pay for critical illness cover, April 2014
The higher the income, the greater the willingness to pay for cover
Figure 45: Maximum price consumers would pay for critical illness cover, by gross annual household income, April 2014
Seeing family fall ill prompts willingness to pay more for policies
Figure 46: Maximum price consumers would pay for critical illness cover, by selected attitudes towards critical illness cover, April 2014
Those willing to pay more would also show the most need for cover
Figure 47: How long consumers could cover expenses for if unable to work, by maximum price consumers would pay for critical illness cover

Attitudes Towards Critical Illness Cover
Key points
Around a fifth plan to buy critical illness cover in the next year
Figure 48: Attitudes towards critical illness cover, April 2014
Online research is heavily favoured
It is hard to engage with new customers without advisers
Figure 49: Percentage of people who have looked into critical illness cover previously, by protection product ownership, April 2014
Claims statistics can build trust, and trust builds business
Figure 50: Percentage of people who would be more likely to purchase critical illness cover if they knew the proportion of successful claims, by selected barriers to ownership, April 2014

Appendix – Market Size and Forecast
Volume
Figure 51: Best- and worst-case forecast of the volume of critical illness policies sold (stand-alone and rider benefit) 2014-19
Value
Figure 52: Best- and worst-case forecast of the value of critical illness policies sold (stand-alone and rider benefit) 2014-19

Appendix – Protection Product Ownership
Figure 53: Protection and insurance product ownership, by demographics, April 2014
Figure 54: Protection and insurance product ownership (continued), by demographics, April 2014

Appendix – Attitudes Towards Health and Finances
Figure 55: Attitudes towards sickness and income, by demographics, April 2014
Figure 56: Attitudes towards sickness and income continued, by demographics, April 2014

Appendix – Level of Financial Security – Coping with an Extended Period of Ill Health
Figure 57: Level of financial security – Coping with an extended period of ill health, by demographics, April 2014
Figure 58: Level of financial security – coping with an extended period of ill health (continued), by demographics, April 2014

Appendix – Barriers to Ownership
Figure 59: Barriers to critical illness cover ownership, by demographics, April 2014
Figure 60: Barriers to critical illness cover ownership (continued), by demographics, April 2014

Appendix – Willingness to Pay for Critical Illness Cover
Figure 61: Willingness to pay for critical illness cover (by amount), by demographics, April 2014
Figure 62: Willingness to pay for critical illness cover (by amount), (continued), by demographics, April 2014

Appendix – Attitudes Towards Critical Illness Cover
Figure 63: Attitudes towards critical illness cover – I am planning to buy critical illness cover within the next 12 months, by demographics, April 2014
Figure 64: Attitudes towards critical illness cover – I would be more likely to buy critical illness cover if I knew the proportion of successful claims, by demographics, April 2014
Figure 65: Attitudes towards critical illness cover – I would be more interested in buying critical illness cover if I received a discount or rewards for having a healthy lifestyle, by demographics, April 2014
Figure 66: Attitudes towards critical illness cover – I would seek advice from a finance professional before taking out critical illness cover, by demographics, April 2014
Figure 67: Attitudes towards critical illness cover – I have looked into critical illness cover before, by demographics, April 2014
Figure 68: Attitudes towards critical illness cover – I don’t think critical illness cover is good value for money as it only covers certain medical conditions, by demographics, April 2014
Figure 69: Attitudes towards critical illness cover – I would probably purchase critical illness cover if I took out a significant financial commitment such as a mortgage in the future, by demographics, April 2014
Figure 70: Attitudes towards critical illness cover – I would look online for information about critical illness cover if I was looking to buy it, by demographics, April 2014