‘New Seniors’, the key for future growth in Latam

50+ is no longer ‘old’. People in their fifties (and sixties and seventies!) are more active than ever.

In times when everyone is focusing on granular targets, we have decided to take a closer look at our seniors, who are set to become the largest group in a decade bringing challenges as well as opportunities for most brands.

Families of two people aged over 50 years old account for 1 in 5 (20.5M) of all households in Latam. In 10 years time, this will have increased to one third of households –making it the most prevalent family type in the region. Unveiling their DNA as consumers and shoppers is key for every brand seeking real growth opportunities.

Nevertheless, today's seniors differ dramatically from the image we had of our grandparents. People in their fifties (and sixties and seventies!) are more active than ever –you only need to check the list of the 100 most influential people to see what they are doing. Plus, they are also becoming grandparents later on in life. Thanks to their good health and quality of life these seniors keep their jobs longer, and enjoy a better retirement.

These changes have shaped a different day-to-day life for today’s seniors, as well as their idea of the future. To get a sense of this, and identify the common drivers that will help brands engage with them, we deep dived into their lives. Through this, we have built a 360° view of these ‘new seniors’: who they are, their shopping habits, the brands they choose, their approach to technology and entertainment, and their concerns about health and diet.

Download the 360º view of these seniors 'new seniors' through the link on this website.