S6 Ep147

The Silver Economy: Understanding the 55+ consumer

Join Mintel food and drink experts as they delve into the characteristics of the 55+ consumer group. They discuss the diverse needs of this demographic and the stereotypes that often misrepresent them, and look into the marketing challenges brands face when targeting this audience. Listen to understand the unique preferences of older consumers, including their desire for familiar, natural, and affordable products.

Learn more about our Gen X and Seniors (65+) research and buy a report here.

Head over to Mintel’s LinkedIn to share your take on 55+ consumers, and visit mintel.com to become a member of our free Spotlight community; Mintel clients can read our insight pieces on the Silver Economy here.

Meet the Host
Lynn Dornblaser
Client Advisor, Mintel.
Meet the Guest
Jonny Forsyth
Jonny Forsyth
Senior Director, Mintel Food & Drink.

About the Author

Mintel News

For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

More from Mintel
  • Mintel Store Reports
    Discover your next big breakthrough
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View Reports
  • Mintel 2027 Global Predictions
    2027 Global Predictions
    Discover the predictions set to shape 2027. Download now to uncover the shifts set to reshape consumer behaviour and what they mean for your market for the years ahead....
    Download Insights
  • Mintel Consulting
    Are you after more tailored solutions to help drive Consumer Demand, Market Expansion or Innovation Strategy?
    Ask for a customised strategic solution from Mintel Consulting today....
    Find out more
Subscribe to Mintel Spotlight
Related Insights
Moving From Products to Systems: The New Rules for Brand Growth in 2027
October 16, 2026
Consumer Research
Article
Moving From Products to Systems: The New Rules for Brand Growth in 2027
Our 2027 Global Predictions reveal why brands need to move beyond the product, using systems thinking and connected solutions to help consumers achieve the outcomes they want.
Read more
Consumers Brands Can’t Afford to Ignore: Rethinking America’s New Heartland
July 2, 2026
Consumer Research
Podcast
Consumers Brands Can’t Afford to Ignore: Rethinking America’s New Heartland
What did you think of the conversation? Join us on Mintel’s LinkedIn to continue the discussion about understanding what data misses, and visit…
Listen now
Men's hormone wellness
May 12, 2026
Consumer Research
Article
Men’s Wellness Needs a Hormone Reset 
Men’s wellness is evolving. Once defined by physical fitness and performance, it’s now expanding to include mental wellbeing, appearance, fertility, and longevity—areas deeply shaped by hormones yet historically overlooked in men’s health conversations.  The Growing…
Read more
How Brands Can Connect with Consumers in an Era of Digital Fatigue
March 25, 2026
Technology
Article
How Brands Can Connect with Consumers in an Era of Digital Fatigue
Consumers are increasingly feeling the strain of an always-on digital world. Constant notifications, algorithm-driven feeds and the pressure to stay connected across work, social and entertainment platforms have created…
Read more

Free market intelligence downloads

Subscribe
Podcast
Downloads
Events