| Summary: | This report is a market research for the company 4 Body and Mind, a start-up company that works with personal training online. They wanted to know if the market for elderly care could be interesting for them to enter. This report is hence a research of the market for health and welfare technology in elderly care within the public sector in Sweden. A general fact is that the world's population is getting older. This combined with rapid growth of individuals in the age 65+ changes the demands on the elderly care in Sweden’s municipalities. How do municipalities work today with the modernization of elderly care? What possibilities and barriers are there for a small company that wants to enter a market, which is regulated by the law on public procurement? What factors does research point out as essential for healthy aging? To answer questions like this we reviewed results from earlier research and integrate it with empirically collected material from interviews. We have then used classic market analyzing tools to evaluate data. The result shows that the market will continue to grow, because of the change in the demographic distribution, and that it could be an interesting market for the company. One conclusion is that to partnering up with a municipality on the market with knowledge, involvement and a big network could help 4 Body and Mind with a first step into the market. Another conclusion is that a potential end user could be an individual in the third age.
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