Global Mid-Lifers at a Crossroads: Lifestyles and Market Impact

Global Mid-lifers: A Large and growing cohort

Mid-lifers represent around 16% of the global population –a share that continues to rise as the world ages. China alone accounts for 26% of the world’s 45-59year-olds, while growth since 2010 has been fastest in youthful countries such as Saudi Arabia (41%).

In good financial shape

Mid-lifers have the highest spending power among all age groups. Often in senior positions following 20-40 years in the workplace, some may also have received inheritances or made money on property.

Differing needs

Members of this cohort are at various life stages, ranging from emptynesters takingearly retirement to parents who are busier than ever with careers,children or extended families to take care of.

Health and relationships are key to mid-life happiness

Good health is the top contributor to personal happiness forthis age group, followed by supportive family relationships. Divorce and remarriage are becoming more common atthis stage in life.

Emphasis on health prevention

Mid-lifeis a time of physical change, and consumers are highly concerned with maintaining their weight and youthful looks. Over two thirds of mid-lifers consider regular exercise, limited fat intake and limited salt intake to be important.

Mid-lifers seek better work-life balance

Financial security is more important than wealth for mid-lifers, who make up 30%of the global workforce. Longer life expectancy, economic uncertainty and later retirement mean they are forced to work longer than ever. However, many choose this time to slow down, change direction or fulfil lifelong dreams.