Council-level research and market intelligence
Premium intelligence reports for individual local authorities. Each report provides consultancy-grade analysis across eight dimensions — from commissioning priorities and provider landscapes to workforce pressures and strategic recommendations.
Kent Adult Social Care Market Intelligence
A comprehensive review covering provider capacity, commissioning priorities, workforce challenges and strategic opportunities for providers.
Executive Summary
Kent County Council is one of England's largest adult social care authorities, serving a population of approximately 1.6 million. Our analysis draws on Kent's published Market Position Statement (2024–2026), commissioning strategies and direct engagement with CQC-registered providers operating within the county. The county's adult social care market is characterised by significant demographic pressure, an ageing population and persistent challenges in recruiting and retaining care staff. Sources: ONS mid-year population estimates, 2024; Kent County Council Market Position Statement 2024–2026.
Adult Social Care Overview
Kent spends over £500 million annually on adult social care. The population aged 65+ is projected to grow 28% by 2035. Approximately 850 CQC-registered adult social care locations operate across the county. The county has a well-established mixed market of in-house provision, large national providers and smaller independent operators. Sources: Kent County Council published accounts, 2024/25; ONS subnational population projections, 2022-based; CQC active locations data, January 2026.
Commissioning Priorities
Strengthening the domiciliary care market to reduce reliance on residential placements; expanding supported living options for working-age adults with learning disabilities; improving market capacity in coastal and rural areas; increasing complex care provision to reduce out-of-county placements; embedding a strengths-based, outcome-focused approach across all commissioned services.
Provider Market Intelligence
The provider landscape is unevenly distributed. Coastal areas face significant gaps in domiciliary care provision. CQC ratings: 82% Good or Outstanding — broadly in line with the national average of 83%. Provider turnover in domiciliary care is high — 15% of providers leave the market annually, primarily citing workforce challenges and fee levels. Sources: CQC active locations data, January 2026; Skills for Care, The state of the adult social care sector and workforce in England, 2025.
Preventative Services
Kent has invested in reablement programmes, community-based day opportunities and voluntary sector partnerships. The 'Live Well Kent' approach integrates health, housing and social care. Demand for preventative services continues to outstrip available capacity. Source: Kent County Council Market Position Statement 2024–2026.
Provider Opportunities
Domiciliary care in coastal and rural areas; supported living for adults with learning disabilities; complex care — particularly dementia and mental health; culturally competent services for Kent's diverse communities; strong workforce development with evidence of staff retention.
Key Decision Makers
Director of Adult Social Services leads strategic commissioning, supported by Heads of Commissioning for Older People, Working Age Adults and Market Development. The Integrated Commissioning Board oversees pooled budget arrangements. Provider engagement is managed through the Kent Care Market Development team.
Recommendations
Engage early with the Care Market Development team to understand commissioner priorities; demonstrate evidence of workforce stability and investment in staff development; build capability in domiciliary care, supported living and complex care; prepare for outcome-based contracting; consider partnership or consortium models for multi-area coverage.
Medway Adult Social Care Market Intelligence
A focused intelligence review highlighting opportunities for providers in a compact but strategically positioned unitary authority.
Executive Summary
Medway Council is a unitary authority serving approximately 280,000 people across Chatham, Gillingham, Rochester, Rainham and Strood. The adult social care market is smaller and more concentrated than neighbouring Kent, with distinct challenges including above-average deprivation in parts of the authority and significant health inequality. Sources: ONS mid-year population estimates, 2024; MHCLG English Indices of Deprivation, 2019.
Adult Social Care Overview
Medway's adult social care budget exceeds £90 million annually. The 65+ population is projected to grow 22% by 2030. Approximately 180 CQC-registered adult social care locations. The council is increasing emphasis on framework agreements for domiciliary care and supported living. Sources: Medway Council published accounts, 2024/25; ONS subnational population projections, 2022-based; CQC active locations data, January 2026.
Commissioning Priorities
Increasing domiciliary care capacity for complex packages; developing supported living pathways for adults with learning disabilities and autism; reducing delayed transfers of care through integrated discharge pathways; expanding culturally competent services that reflect Medway's diverse communities.
Provider Market Intelligence
The Medway provider market is concentrated — domiciliary care is dominated by a small number of providers. CQC ratings: 79% Good or Outstanding. Several providers report difficulty maintaining viable margins at current fee levels, particularly for short visit slots. Sources: CQC active locations data, January 2026; Odelia Group direct provider engagement, 2025–2026.
Preventative Services
Medway's 'Strength in Communities' approach invests in voluntary sector partnerships. A Community Connector programme links residents to non-statutory services. Integration of prevention into the Medway Integrated Care Partnership is ongoing.
Provider Opportunities
Culturally competent domiciliary care for South Asian and Eastern European communities; supported living for adults with learning disabilities and autism; reablement and intermediate care linked to discharge pathways; complex dementia care at home.
Key Decision Makers
Director of Adult Social Services leads strategic commissioning, supported by the Assistant Director for Commissioning and the Head of Integrated Commissioning. Medway's Health and Wellbeing Board provides strategic oversight.
Recommendations
Engage with the procurement and contracts team to understand upcoming framework opportunities; build genuine cultural competence; develop relationships with Medway NHS Foundation Trust for integrated discharge pathways; prepare for outcome-based payment models.
More local authorities
Our research programme is expanding to cover additional local authorities across the South East and beyond. Each report follows our standard eight-section methodology.
Register interestHow we produce council-level intelligence
Each report draws on systematic review of published Market Position Statements; analysis of CQC registration data, ONS projections and Skills for Care workforce estimates; direct engagement with providers operating within the authority; and structured review of Health and Wellbeing Board strategies and Joint Strategic Needs Assessments.
8
Standard sections per report
Executive Summary through to Recommendations
30+
Local authorities reviewed
Market Position Statements analysed
4
Service categories covered
Adult Social Care, Supported Living, Complex Care, Children's
Quarterly
Publication cadence
New reports as research cycles complete
Intelligence for your authority
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