Redefining the 50+ consumer around the world (Global Report)


Younger people tend to get a lot of attention, but older adults are an important market for 3 compelling reasons:

    • There are a lot of them: One in four people in the world is aged 50+. If you don’t count children <18, the share is even higher, 36%.
      There will be more of them in the future: The number of global consumers age 50+ is projected to grow more than twice as fast as the total population over the next few decades.
      They have a lot of money to spend: Older consumers wield an enormous amount of spending power.

Breaking Boundaries explores the lifestyles of consumers age 50+ around the world. It highlights their geographic and demographic diversity and identifies the best opportunities to reach this significant market.

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This report was conducted by GfK Consumer Life – the most comprehensive and longest-standing consumer trend study in the world. Its data has been collected annually since 1997 from over 30,000 consumers in more than 25 countries. 

Table of contents

  • Background 
    • Making the case for a large and vibrant market 
  • 50+ lifestyle 
  • 50+ mindset 
  • 50+ consumers 
  • Conclusions/Key Learnings 


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Identify future outlooks for longer term planning

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