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

August 2016

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.

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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.


Who are the mid-lifers?
A cohort to be reckoned with
A variety of life stages
Mid-life: A time of transition

Key Findings

Key findings

Mid-Lifers: The Numbers

Key markets: Numbers, growth and share of population
Mid-lifer population by region: Asia Pacific dominates
Median age continues to rise

Spending Power

Global trends
Income: Early mid-lifers
Income: Mid mid-lifers
Income: Late mid-lifers

Health and Happiness

Personal happiness factors
What counts most for mid-lifers?
Mid-life divorce: A chance to recapture lost youth?
A focus on health
Healthy activities
Mid-life fitness trends

Work-Life Balance

Mid-lifers want financial security and work satisfaction
Playing a key role in the workplace
Re-assessing career options
The chance to fulfil lifelong ambitions

Outlook and Recommendations

Mid-lifers to remain a vast and vibrant market
Spending with caution
The need to avoiding marketing clichés
Further recommendations

Methodology and Sources

Data sources for charts
Data parameters


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