According to data from analytics firm Kantar, the elderly or silver consumer of today has moved far beyond the traditional concept of what retired life should look like, and the food and beverage industry needs to keep up with this dynamic in order to flourish.
“Today’s silver consumer is eager to move away from being thought of as ‘old’ or ‘infirm’, and far more willing to spend the money they have on themselves,” Kantar China Managing Director Lynn Zhang told the floor at the recent Food and Beverage Innovation Forum (FBIF) 2025 in Shanghai.
“This is a big change especially in a market like China, where previously elderly parents or grandparents were locked in by the concept of their entire lives needing to be dedicated wholly to their families - instead, now they believe that this is the period of their lives where they can be free of the stresses of taking care of family and kids like before.
“Especially for those in their fifties and sixties, they feel they now have the time, the money and the leisure to spend this, so are keener than ever to seek out premium products and experiences.
“To do this, a key area of focus is to manage their own health and nutrition, and they are willing to invest into this, but also unwilling to be boxed into the concept of having to purchase ‘food for seniors’.”
General key trends in this market are increased interest in premium foods and enjoyment, eating less but well, socializing whilst eating, products that have been certified to be healthy or nutritious, and obtaining complete, all-rounded nutrition conveniently.
“Freshness and fullness are important to this group, making ingredients like oats, grains, cereals and dairy key drivers - with the caveat that products are less processed and will make them full but not bloated,” she added.
“Taste is another important area, and there is a common misconception here that it is an imperative to increase sweetness to attract interest, but in reality the focus on taste is on areas such as refreshing and lightness especially in the beverage category - consumers today know when artificial ingredients are used and tend to be less accepting.
“Then there is the area of all-rounded total health in the smallest package possible, i.e. the thinking is why would one pay for a calcium-enriched product if I can get an product with calcium enrichment and immunity boosting and cholesterol lowering and eye health care and more, so this is where functionality comes into play.”
Targeting with health
In addition to all of these factors, the push against being thought of as ‘old’ as well as the spread of actual purchasers of any healthy ageing products means that food firms need to expand their innovation and marketing to a more general audience whilst still maintaining the concept of health in their products.
“This may seem difficult to cover but in fact it is a larger market opportunity as companies are able to target younger consumers as well through products aimed at the silver economy,” she added.
“This is because many of the purchasers of these products for the elderly are in fact younger consumers, out of filial piety, and this is a very clear trend in China and the wider Asian market.
“Also, the thing about such product development would mean positioning as healthy products first, and this means that the value increases for everyone - there is no reason for younger consumers to say no to calcium-enriched rice or chunk-free, easier-to-swallow matcha that has a better mouthfeel, and are willing to pay more for these benefits too.”
Digital awareness
Although it is common for elderly consumers to demand a ‘physical’ sense of the products they are purchasing, such as being able to touch the fruit or vegetable they put into their grocery cart, today digital marketing has also become an important touchpoint where they are made aware of new products and their benefits.
“These consumers are increasingly relying on digital avenues to learn about new products, and often their awareness of new brands and how these would fit into their lifestyle can come from these platforms even if purchase if not immediate,” she said.
“Using China as an example, mobile platforms such as TikTok and WeChat are very much part of the fabric of communication and interaction for consumers of all ages today as just about everyone has a mobile phone, so brands would be missing out on a major opportunity if they did not capitalism on these platforms to put their products out there, including products targeted at senior consumers.”
