Kantar × Fuxi Lab | China Silver-Haired Consumer Research Phase II: "Diverse in Aging"

“Kantar × Fuxi Lab | Research on China’s Silver-Haired Population”: All insights will be released in phases. The first installment, “How to Understand the ‘Elderly,’” has been published.Click to View。

This issue defines Chinese silver-haired consumers and outlines typical user personas,Research finds that middle-aged and young seniors are the main force of silver consumption in China!We gain deeper insights into their perspectives on health, consumption, and values, empowering brands to embrace the “silver wave.”

The “Opinions on Developing the Silver-Haired Economy to Enhance the Well-being of Older Adults” incorporate both the “silver-haired economy in old age” and the “pre-aging economy in pre-old age” into the scope of the silver-haired economy. Undoubtedly, the silver-haired economy has become a key focal point of China’s aging strategy, with enormous potential for the supply of products and services tailored to the silver-haired population.

From the perspective of China’s current elderly consumer market, brands often treat silver-haired consumers as a homogeneous group when seizing market opportunities, overlooking the diversity and specificity of this demographic. Consequently, a supply-demand mismatch characterized by “inappropriate offerings” and “uneven distribution” has emerged in the products and services provided to them.

Upon investigation, we found that there is currently limited segmented research on the silver-haired population in China, along with a scarcity of studies exploring their characteristics and needs. In response to this gap, Kantar, in collaboration with Fuxi Laboratory, conducted a comprehensive survey of China’s silver-haired demographic. By immersing ourselves in their daily lives and listening to their expressed needs, we have segmented and defined different age groups within this population, while identifying and describing the distinct characteristics and requirements of each segment. We are sharing these research findings in the hope of helping brands better understand and serve China’s silver-haired population.

This study is the first to segment and define China’s silver-haired consumer population. Drawing on mainstream international segmentation theories, while accounting for China’s historical development stages and national conditions, and using health as a key dimensional framework, we established the methodology for this research.

Four International Classifications of the Elderly PopulationMainstream Classification Paradigms

We segment China’s silver-haired consumer group into three generations:Silver-haired young seniors (55–64 years), silver-haired middle-aged seniors (65–74 years), silver-haired older seniors (75–89 years). These three generations constitute the main body of China’s silver-haired consumer market, which is both diverse and vibrant.

China’s Three Generations of Silver-Haired Consumers and Their Characteristics

To gain a deeper understanding of the "silver-haired" middle-aged and young elderly populations, we immersed ourselves in their daily lives to comprehensively explore their needs and the underlying drivers across eight key domains: healthcare, diet, transportation, clothing, consumer goods, housing, entertainment, and learning. Our study covers Tier-1 and Tier-2 cities with high levels of aging.Depicting the Typical Profiles of These Two Generations Through “Health Anxiety” and “Generational + Cognitive Age”。

Through research, we have identified representative archetypes of silver-haired middle-aged and silver-haired young adults, namelySilver-Haired Watchers, Silver-Haired Hedonists, Silver-Haired Fearfuls, and Silver-Haired Adapters, their profiles are described as follows:

Four Types of Silver-Haired Middle-Aged and Silver-Haired Young Personas

1. Profile of the Silver-Haired Guardians: Comprehensive Planning and Rational Response to Health Issues Associated with Aging

Silver-Haired WatchpatientTheir basic demographic profile is characterized by generally high educational attainment, predominant employment in enterprises and public institutions, proximity to or recent entry into retirement, upper-middle income levels, established habits of financial management and savings, and material affluence. In terms of family structure, they mostly live with their spouses; their children are predominantly only children who are either engaged in studies or independent living, or in the process of establishing their own families and careers, leading to busy lifestyles and relatively separate intergenerational relationships. Although their children are unable to provide companionship due to demanding academic or professional commitments, these individuals remain dedicated to contributing, willingly providing financial subsidies and care for their offspring. Their social circles are transitioning from pre-retirement professional networks to post-retirement lifestyle communities, rendering them susceptible to loneliness and exhibiting high levels of health-related anxiety.

With advancing age,The health of the "Silver Guardians" is beginning to show some issues., such as issues with bones and joints, memory, and sleep, and they are somewhat aware of the gradual aging of their internal organs. They invest significant time and energy in their health, frequently discussing and seeking out health-related information with friends and family.They also prioritize their external appearance and demonstrate a high willingness to spend on beauty., hoping to appear younger, more dignified, and more vibrant than their peers. They believe that,Maintaining health requires long-term, holistic lifestyle practices., not achieved overnight; therefore, based on actual consumption patterns,They are more rational in purchasing health and wellness products, with a strong awareness of preventive health., and are more inclined to adopt relatively long-term and sustainable approaches, such as healthy eating and regular exercise, for health planning and management.

Silver-Haired Watchers, due to relatively distant intergenerational gaps and still-unstable social circles, often experience anxiety about their quality of life in old age, fear becoming a burden to their families, worry about losing social status, and feel a strong sense of insecurity. Therefore, mental health has become a critical health issue for this population that cannot be overlooked.

“Pay attention to your health. As you age, aches and pains are inevitable. I started gradually gaining weight at 45, and when I noticed the increase, I realized it wasn’t good and decided to exercise. That’s when I signed up for a gym membership. At least now I can maintain my current weight. It’s not just about facial appearance; overall bodily health also requires attention.”

— 54-year-old female, Shanghai

“I’m still young. My parents, for instance, have cardiovascular problems and poor heart health. If I had started taking it earlier to keep my blood vessels clear, I wouldn’t have developed this condition, and I would certainly be in better mental and physical shape than they are in their later years. It’s all about prevention. We need to maintain a good quality of life; spending the second half of your life bedridden is simply unacceptable.”

— 58-year-old female, Shanghai

2. Profile of the “Silver-Haired Hedonists”—Enjoying a Vibrant Life Is the Top Priority Right Now

Silver-Age Hedonists are mostly retirees from enterprises and public institutions or self-employed individuals. They have accumulated a certain amount of wealth through their hard work in their younger years and face no financial pressure. In terms of family circumstances, they mostly live with their spouses; their children have already established their own families and careers. The family atmosphere is warm, intergenerational relationships are close, and some households keep pets. Socially, they engage extensively in social activities, have built circles based on their personal interests, lead energetic daily lives, and enjoy a rich variety of leisure activities. They are keen to express themselves both online and offline.Carpe diem with no regrets; low health anxiety.

Silver-haired hedonists possess a proactive and comprehensive view of health.They believe that physical health is the foundation for enjoying life; therefore, theyHigh spending on daily entertainment activities correlates with a strong willingness to invest in health-related consumption.. For certain chronic conditions affecting the body, they actively heed expert advice and seek scientifically grounded treatment plans;Strong purchasing power for health and wellness products, with a pursuit of convenience, hoping that their vibrant and colorful recreational life will not be affected by the disease.

While maintaining physical health, they also value mental well-being. They derive this from social activities such as gathering with friends and enjoying afternoon tea, as well as from their diverse hobbies and interests.Dual Health of Body and Mind。

“Going shopping in my daily life. I go fishing once a week, and buy some models, car models, and collect stamps. We go fishing in Nansha, where we have some friends and fellow townspeople. I am satisfied with my life. One should not compare oneself with those above; comparing with one’s past self brings satisfaction.”

—— 57-year-old male, Guangzhou

3. Profile of the Silver-Haired Phobic: Striving Utmost to Maintain Health

GerontophobePrior to retirement, most were managers in government agencies or public institutions. They maintain low levels of intimacy with their children and partners in daily life, and their children have already established independent households. The majority believe they have fulfilled their responsibilities toward their children (primarily financial support), are more self-focused and relatively independent, while a minority bear the burden of caring for the third generation.

The Silver-Haired Phobic'sPragmatic spending habits: save where possible, spend when necessary, having endured times of hardship, they are meticulous in their daily consumer spending,“Generously splurging” on expenditures that help maintain one’s physical health. They are relatively distant from their children, and in the absence of proper guidance, the mixed quality of health and wellness information has subtly exacerbated their anxiety about their own health. As they age and become more susceptible to diseases, they fear losing control over their lives and hope to extend their lifespan as much as possible.Physiological, psychological, and social factors are intertwined, resulting in a very high level of health anxiety among them.

Individuals with gerontophobia often experience a rapid decline in their physical condition,In addition to two or three underlying chronic conditions, some individuals also suffer from critical illnesses. A range of health issues may present concurrently, ranging from mild gastritis to severe cerebral infarction and lacunar infarction, with physical strength and energy significantly diminished compared to before. TheyHigh adherence to medications and health supplements, with the belief that "medication must not be stopped", and have also shown a strong reliance on health products such as physical therapy devices and diagnostic instruments, with a very high willingness to consume."In the pursuit of health, sparing no expense and exerting every effort, 'hoping to exchange wealth for extended life'"。

“I’m sick from head to toe. Starting from the top: myopia and cataracts in the eyes; pharyngitis and laryngitis in the nose and throat. Esophageal issues, gastric ulcers, coronary heart disease requiring stents—so many problems! It’s all diseases. I’ve had two stents implanted, just this past March, and I’ve also suffered a myocardial infarction. There are so many health issues: fatty liver, kidney stones. Let me tell you, my goal is to live for another 10 years.”

— 68-year-old male, Shanghai

4. Profile of the Silver-Haired Adapters: Embracing the Natural Laws of Aging with a Laid-Back Approach to Wellness

Silver-Haired AdaptersBasic Profile: Most were wage earners before retirement, with a high school education and modest pension income. Their lives largely revolve around the geographic radius of their children’s daily activities.Close relationship with children, interacting with friends, family, or neighbors nearby, with a relatively narrow social circle.They lead a slower-paced, simpler life with lower material needs., most of the time is spent caring for children, who in turn contribute to household expenses.

As age increases,As the physical decline of silver-haired adapters becomes more pronounced, they gradually come to accept aging as an inevitable natural law.. When experiencing pain and discomfort, they make a certain effort: they actively cooperate with treatment when it is feasible, and accept the situation without blame or resentment when a cure is not possible, adopting a naturalistic approach without forcing outcomes, thereby exhibiting low levels of health anxiety. As traditional self-sacrificing seniors, they believe that “only by maintaining good health can one properly care for their family,” are content with the status quo, and engage in minimal shopping.Cautious in the consumption of health products, without excessive pursuit, they tend to purchase small quantities initially, prioritizing cost-effectiveness, with their children serving as the primary purchasers and decision-makers.

“There’s no way around (aging); everyone has to go through it, so you just have to accept it. When I get sick, I think I should just go to the hospital as usual. If it can be treated, then treat it; don’t cause trouble for the younger generation—they have their own lives.”

—— 70-year-old female, Qingdao

China is accelerating the development of the silver economy, with simultaneous efforts across multiple industries including healthcare, tourism, food and beverage, consumer goods, finance, and real estate. This study identifies the needs of four typical segments of the elderly population across nine major product categories, offering insights for brands to fully consider the differentiated and diverse demands of various groups when analyzing older consumers. This enables precise target audience selection and strategic, focused deployment within the silver industry.

Demand Levels of Silver-Haired Middle-Aged and Young Adults Across Nine Major Categories

Health Perspectives and Needs of Silver-Haired Middle-Aged Adults and Young People

The silver economy bears the dual mission of meeting the new demands of an aging society and driving new economic and social development, offering vast potential and numerous opportunities. Please stay tuned for subsequent updates to the “China’s Silver Population Research” series, jointly released by Kantar and Fuxi Lab.

Fuxi Laboratory is a provincial-level innovation laboratory and a first-tier research and incubation platform for China’s aging health industry. The laboratory focuses on insight-driven research, project incubation, age-friendly design, industry standard-setting, and ecosystem building for the silver-haired population and the silver health industry, committed to providing health solutions with Chinese characteristics for the elderly in China.