Consumer products & retail

What Do Mature Consumers Want?

A.T. Kearney’s Global Maturing Consumer study, the first ever of its kind, interviews 3,000 people older than 60 in 23 countries. The study reveals a demographic earthquake—an “agequake”—of unprecedented proportions in the average life span of the human race. Falling birthrates and increasing longevity means that, for the rest of this century, the fastest-growing consumer group will be over the age of 60.

As people live longer, the implications for marketers, retailers and manufacturers promise to be both dramatic and far-reaching. Our study discusses trends related to the agequake, and the needs, expectations, shopping behaviors and preferences of a generation of older consumers. We also provide a first look at how retailers and manufacturers can adapt and, finally, highlight the potential social and political implications of aging.

Martin Walker,
Senior Director of the Global Business
Policy Council
"The project began out of work we've been doing on demographics where we see a huge tidal wave of aging around the world. And we wondered: What does it mean to be an aging consumer?"

Xavier Mesnard,
A.T. Kearney Partner, Paris
"Our interviews with more than 3,000 people show that those over 60 are mostly being ignored by large retailers and manufacturers—it's not surprising that this growing demographic has suggestions for improving their shopping experience."

Full study report

What Do Mature Consumer Want?
As people live longer, the implications for retailers and manufacturers will be far-reaching.
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News release

Mature Consumers: What Drug Chains Need to Know
21 November — Chain Drug Review
Adapting to the radically different requirements of mature consumers can have extensive consequences for retailers. As this customer group grows and gains purchasing power, smart companies will adjust their strategies accordingly to gain a competitive advantage.
By Martin Walker and Bob O'Meara
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Retailers and Manufacturers Do Not Meet the Needs of Maturing Consumers
26 September 2011 — A.T. Kearney
New A.T. Kearney global study “What Do Mature Consumers Want?” identifies the huge potential of this consumer segment that will spend $15 trillion annually by the end of this decade.
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Media highlights

A.T. Kearney Study Sees Big Opportunity for Retailers in Aging Consumers
26 September 2011 — Chain Store Age
Meeting the needs of aging consumers offers retailers and brand marketers a major opportunity going forward, according to a new study by global management consulting firm A.T. Kearney.

New A.T. Kearney Global Study "What Do Mature Consumers Want?" Identifies the Huge Potential of This Consumer Segment That Will Spend $15 Trillion Annually by the End of This Decade
26 September 2011 — Marketwire
Retailers and branded marketers across the globe have an opportunity to meet the needs of an aging population that is massive, growing and global.