Targeting the over-50s market

This Knowledge Point article looks at the over-50s market, which represents an opportunity for most marketers.

Targeting the over-50s market

The over-50s market can provide great opportunities for many brands; approximately one in three citizens in Europe and the U.S. are now over 50 years of age.

FINANCES

In many markets, the over 50s are, overall, relatively prosperous. TGI analysis shows that in the U.K. over 45s have approximately 80 percent of all financial wealth. In the U.S., over 55s control 77 percent of financial wealth. Not surprisingly, then, the over-55 age group accounts for approximately half of all spend on food, drink and household products, in the U.S.. Focalyst — a Millward Brown North American...

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