The importance of the 60+ customer grows

Data gathered by television network, show opportunities for new products and requires adequate stores

The participation of the elderly in the Brazilian market is becoming bigger, due to the growth of life expectancy in the country. However, this is not just a Brazilian privilege, as studies, information, interviews and surveys carried out by Rede Globo indicates a greater participation of this consumer group worldwide.

According to the network’s Intelligence Central analyses, the 60+ population is the one that is growing the most in the world and it will double its size until 2060. Besides, 30 years from now, only Africa will not have 25% of its population in the age bracket of 60 or older. Therefore, it is essential to the supermarket strategies to pay more attention to this audience and speak a language that is adequate to this customer profile.

According to the numbers that Rede Globo gathered, the senior Brazilian consumer spends approximately R$ 1.8 Trillion every year, and R$15 billion are spent in the Brazilian e-commerce only. Today, Brazilians retire with the mean age of 58 years, and in 2020 the retired will correspond to 16% of the income in Brazil.

Food and stores as opportunities

Data collected by Rede Globo about the 60+ customer profile, shows that 37% believe that there are not many products specific to their age.

The lack of food specific for the 60+ customer is the main issue stated by 17% of the Brazilians. Products such as cell phones (15%), establishments such as bars and restaurants (16%), and clothing (12%), follow this rate. All these numbers, mean opportunities to companies in all sectors, once older people are more and more active.

To 72% of the participants, the Brazilian stores, in general, are not ready to deal with customers that are living more. More than half of the interviewees (52%) stated to have trouble finding the items in the points of sale. Altogether, 40% of the elderly believe that products and services, specific to the mature customer, is lacking.

Food to specific needs, are second in the priority ranking among the categories with a greater demand for the elderly, only behind clothing, footwear and accessories.