There has been a fundamental shift in the perception of age and aging. Today, age is no longer a barrier, but an opportunity for new adventures, achievements and contributions to society. The Silver Generation has significant purchasing power, decision-making ability and high expectations. They are not willing to compromise on comfort or quality of life.
THE SILVER GENERATION IN FIGURES
Global number of 55+s 1.7mm As of 2024 there are 1.7 billion* adults aged 55+; By 2030, one in six people in the world will be 60+ | Global purchasing power 42% Adults aged 50+ will account for 42% of global spending in 2024; those aged 65+ will be the biggest spenders in the next decade, adding an additional 6.5% per year | Spending on global GDP $45 bi for consumers aged 50+ in 2020, which accounted for 34% of GDP; This age cohort will turn 55+ in 2025 |
Longevity is a fundamental characteristic of human progress. Older people represent a vast and unprecedented untapped market.
Source: Mintel / UN
CHECK OUT THE HIGHLIGHTS OF CONSUMER RESEARCH CONDUCTED BY MANE'S CI EXPERTS!
DIFFERENCES WITHIN THE SILVER GENERATION
Based on the segmentation developed during the qualitative phase, respondents from all countries predominantly identify with the more positive segments. The majority are able to navigate the aging process without significant problems. Between 30% and 50% of the sample from each country report participating in physical and social activities, actively striving to stay engaged and active.
OPINIONS OF PEOPLE OVER 60 ON DIFFERENT PRODUCTS AND THEIR CONSUMPTION HABITS.
In all countries, alcoholic beverages and nutritional supplements are systematically avoided. On the other hand, yogurt, bread, biscuits and ice cream are among the most popular categories.
FAVORITE FLAVORS
PRODUCTS FOR DIFFERENT NEEDS
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NUTREN SENIOR – INSTANT SOUP Mix designed for adults aged 50 and over. Contains 16 g of protein, calcium, vitamin D, zinc and other essential ingredients to support nutrition. All this with 50% less sodium compared to Nestlé chicken soup. | LEÃO - TEA A line of products focused on women's self-care, offering a new consumer experience adapted to each stage of a woman's life. | ALLPA VIVA SUPERFOODS - SUPERFOOD Super chocolate and protein-rich food supplement based on Chocho/Lupini that is rich in fiber, protein and helps maintain stable blood sugar levels. | LAIVE - DRINKING YOGURT Partially skimmed yogurt drink with red berry flavour. 50% more protein and 30% calcium. No added sugars or lactose. Low in fat. 47g of protein per packet. |
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NATURELA PRODUCTS – PROTEIN BITES Banana and cocoa plant-based protein bites. While aimed at younger adults, some aspects of this product would appeal to those over 55. It's easy to chew, has 36% iron, 14% protein, and a very clean label. | SOPROLE NEXT COLLAGEN Collagen-fortified milk and yogurt. They are also lactose-free, making them easier to digest and causing less bloating. | ABBOTT- Flavored Enteral Nutrition Formula - Clinically proven to help regain muscle mass- Contains 13 g of protein, 28 vitamins and minerals and omegas 3 and 6 | BIENMESABE - STILL DRINK Wayú Collagen Lemonade with Hibiscus. 'Improves muscle recovery. Helps strengthen bones. Supports joints.' |
We have the full presentation with the results of the consumer study for each country. These insights are crucial to understanding consumer preferences and developing products that truly resonate with them. For the full study report, please contact your MANE account manager.
We have been driven by our passion for creating sustainable ingredients, fragrances and flavours and 'capturing what moves us' to consumers in memorable ways for over 150 years. To pass on our dedication to future generations, we need everyone's commitment and for Corporate Social Responsibility to be fully integrated into the core of our corporate strategy.
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