Silver Gen flavours

Flavours that suit the palate of the silver generation

Older, healthier, and more loyal consumers

The term “Silver Spending,” coined by Nielsen, refers to the growing demographic of older consumers, a group expected to increase in size significantly. According to the World Health Organization (WHO), the proportion of adults over 60 is projected to nearly double, rising from 12% to 22% by 2050. This emerging demographic represents a new, larger target market with higher disposable income and greater brand loyalty.

Research from the Boston Consulting Group indicates that this cohort of older consumers not only influences younger generations but also tends to spend more, making them more valuable to brands than their younger counterparts. Common health issues among older adults include hearing loss, back and neck pain, osteoarthritis, chronic obstructive pulmonary disease, diabetes, depression, and dementia. Many individuals in this age group are likely to experience multiple health conditions simultaneously.

However, studies show that newer generations of older adults are generally more active in their daily lives than previous ones. The focus on longevity and healthy living is not exclusive to younger demographics. As people aspire to live longer, healthier lives, there is an increasing demand for functional products that cater specifically to the needs of older consumers.

Despite this growing market, research by Mintel reveals that only 1% of global product launches explicitly target individuals aged 55 and older, and there are very few advertisements aimed at this demographic.

A healthy diet becomes more important as consumers reach retirement age

The Silver Generation in numbers

Understanding the needs of older generations is expected to become a key focus for FMCG (Fast-Moving Consumer Goods) brands in the future. In 2021, global life expectancy was 71 years, but it is projected to rise to 77 years by 2050. Older consumers hold significant purchasing power, having typically accumulated higher income and savings over the years.

As of 2024, older consumers are vibrant, discerning, and more integrated with technology than ever before, making them a dynamic and essential market for businesses to engage with thoughtfully.

There are

Billion 55+ adults, and they are wealthier and more brand-loyal than Gen Z

By 2030

of people in the world will be aged 60 years or over.

in 2021 Life expectancy was

years of age in Europe

In Japan

are over 55's

50+ adults account for

of global spend in 2024

Categories and flavours

Silver Generation at a glance

Functional food and beverages

Over-55s are less adventurous. They do, however, seek products adapted to their distinct needs, whether related to health, packaging, or taste. According to the World Health Organization (WHO), people worldwide are living longer and are more active than previous generations. There is significant market potential to create age-specific functional products, such as protein powders tailored to the needs and taste preferences of older consumers.

Nostalgia

Although it is a myth that older consumers do not like to try new things, nostalgic flavours still appeal across generations and target groups. Sociologists and marketeers often refer to the 20- or 30-year rule—a concept suggesting that fashion trends, pop-cultural phenomena, and flavours cycle every 20 or 30 years. Whether you are in the fashion industry or the FMCG business, these cycles may vary. However, the fact remains: nostalgia sells, as consumers crave and love reminders of the past. From the reemergence of "New Coke" in Netflix’s popular series Stranger Things to the revival of your favourite cherry flavour from childhood, flavours serve as powerful reminders of good times.

Dark, aromatic and lightly spiced

As a Nordic-based flavour house, we and our fellow Scandinavians have a natural preference for coffee. This beloved beverage is the third most consumed in the world, after water and tea. Coffee also serves as a natural canvas for mixing bright, bitter, and aromatic citrusy flavours—for example, the Italian Espresso Romano, in which a few drops of lemon are added to an espresso. Other ingredients and flavours, such as clove and star anise, may introduce warm and spiced notes, typically found in beverage categories like mulled wine or flavoured tea.

A sweet tooth

As taste buds generally start to deterioate after the age of 60 sugary products may however, have the potential side-effect of weight gain. Therefore sweetners may play a crucial role in keeping the "Sweet aapeal" towards older consumers while keeping calorie intakes as low as possible. As flavour house we have developed our own sweetness flavours but also work with classic sweeteners like Sucralose, Acesulfame K,m Stevia and Aspartame.

Complex and bitter

Citrus fruits remain their omnipresent appeal across categories and target groups. But are there some specific flavours that have a stronger appeal towards +50 consumers who crave bitter and complex flavours like Bergamot, Chinotto or blood orange.