Longer life expectancies, improving health, later retirement mean that the bar for old age is shifting; age-blurring makes “50 is the new 30” truer than ever. However, with age comes inevitable change - physiological, family-related and work-related. Mid-life is a time for consumers to take stock of their lives and, in some cases, embark on new ventures. This report focuses on lifestyles and expectations of 45-59 year-olds and a forthcoming report how buying behaviour impacts consumer markets.
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%).
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.
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.
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.
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.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page