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Seniors Consumer Insights

Classic Soda
Brands launch sodas with nostalgic flavors and probiotic health benefits
Trend - Brands are tapping into nostalgic soda flavors, reimagining these drinks as health-positive products filled with probiotics. These items satisfy nostalgic desires for hearty, classic sodas while simultaneously boosting consumers' gut health.

Insight - Many consumers remember the joy of drinking soda as a youth. However, far fewer customers continue to drink soda in adulthood for health reasons. These consumers desire to recapture these flavorful, youthful experiences, but not to the detriment of their own health. Therefore these customers place pressure on brands to create better-for-you products that appease nostalgia.
Workshop Question - How could your brand integrate nostalgia with modern trends?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menopause Tech
Introduction of digital menopause solutions was accelerated by the pandemic
Trend - Brands are increasingly launching digital and technological menopause solutions, as consumers have become more familiar with technology over the pandemic. These products help consumers manage symptoms from home while ensuring they have on-demand access to support through digital channels.

Insight - The pandemic caused women experiencing menopause to feel more isolated than before as in-person medical services were moved to digital platforms. These conditions led to aging consumers becoming more intimately connected to technology than before, increasing the perceived value of menopause-focused technological solutions. This directly caused an increase in demand for smart gadgets, AI-powered solutions, and digital platforms focused on perimenopause and menopause support.
Workshop Question - How could your industry leverage the increase in tech literacy caused by the pandemic?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Metaverse
Companies are leveraging virtual reality to enhance elderly peoples' daily lives
Trend - Due to mobility issues and/or other age-related disabilities, senior citizens find it more difficult to connect, travel, exercise, and enjoy outdoor activities. Brands are leveraging the accessibility of the metaverse to create tailored experiences that address these problem areas. Services emphasize social interaction and immersion in the metaverse.

Insight - The pandemic caused levels of perceived isolation to worsen, leading to elderly people feeling even more disconnected from their friends and communities. These individuals found it harder to remain active and access daily services. The rapidly-advancing metaverse arose as a space for innovation in these areas, leading to brands creating curated experiences for elderly people that help with socialization, exercises, mental stimulation, and services such as banking or healthcare.
Workshop Question - How could your brand take advantage of the metaverse to improve accessibility services for customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected Canes
Brands are offering high-tech walking canes to help seniors "age in place"
Trend - To tackle senior mobility challenges, various "age tech" startups have opted to reinvent one of humankind's first walking aids: the cane. These reimagined canes boast sleek contemporary designs and feature high-tech elements such as built-in sensors, biometric activity trackers, and cell data.

Insight - Thanks to tech-enabled advancements in elderly care, today's senior population is actively adopting an 'Age in Place' approach to living. Aging in place describes the process of growing older independently in one's own home. As more seniors embrace this approach, the need for sophisticated mobility solutions that are safe for independent use has become critical. A notable example of this comes from startups that have turned the traditional walking stick into the connected cane.
Workshop Question - How could your brand utilize new technology to better support senior demographics?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Remote Care
Wireless sensing technology is being adopted to deliver non-invasive home care
Trend - As the possible applications of artificial intelligence continue to evolve, new med tech startups are leveraging Wi-Fi sensing technology augmented by AI to provide non-invasive forms of health monitoring to at-home patients. This includes fall detection, activity level monitoring, and abnormal behavior monitoring.

Insight - Pandemic-driven lockdowns have caused many people, particularly elders, to remain at home more frequently. Combining this with the fact that many primary caregivers were often away from home for long periods of time, there arose a need for constant home monitoring of risk-prone individuals. However, solutions such as cameras are invasive to personal privacy, leading to many brands creating wireless, camera-free sensors that operate constantly. This new solution, then, offers both peace of mind and privacy.
Workshop Question - How is your brand taking advantage of new artificial intelligence technologies?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Un-Isolated Senior
Brands are launching initiatives to connect seniors during the pandemic
Trend - Brands are launching products and services aimed at keeping seniors connected and engaged amid the COVID-19 restrictions. These range from playful QSR entertainment to retiree-specific radio station recommendations.

Insight - The COVID-19 pandemic has been a very difficult lifestyle adjustment for people of all ages, and older generations have the added risk of being more likely to be affected by the virus. Although economies around the world are reopening, many social distancing restrictions are still in place and are causing a prolonged period of isolation for this demographic. Countering the collective psychological impact of the ongoing pandemic is just as important as containing the virus itself.
Workshop Question - How can your brand authentically support vulnerable populations in challenging times?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Infrastructure
Designers & developers are making spaces friendlier for older demographics
Trend - City infrastructure is being adapted to accommodate the senior community through design-forward features that motivate activity, preserve health and safety, or simply allow for intermittent rest. These developments show a commitment to making spaces more accessible.

Insight - Many senior citizens are emphasizing their desire for independence, both in public and private spaces, and this prompts a demand that advocates for more accessible designs within the city environment. When this is taken into consideration and the accessibility needs of an older demographic met, consumers become increasingly confident and comfortable to be active outdoors, ultimately allowing them to combat feelings of loneliness which tend to be common for the senior community.
Workshop Question - How might your brand accommodate the older consumer's need for independence?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Renaissance
Brands are launching apps & activations that contribute to senior independence
Trend - Companies are debuting solutions that are geared toward connecting older demographics. Whether for the purpose of finding love or embarking on a new career path, these initiatives keep participants engaged and active.

Insight - Older consumers can often experience a sense of alienation, especially in today's environment which is increasingly fast-paced and demanding. However, many still have a desire to step outside of their comfort zone and embark on new experiences. This does not only allow older consumers to be active and—in some cases—healthier, but it also contributes to feelings of independence as individuals navigate different situations.
Workshop Question - How might you connect and empower an older demographic?
1.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Monitoring Appliance
Brands are creating smart home appliances with health-tracking capabilities
Trend - Researchers and companies are developing smart home appliances—predominantly for the kitchen and bathroom spaces—that monitor and track usage. Coupled with tech-enhanced features, these products analyze consumer habits and waste, producing insight into their health in real-time.

Insight - Consumers—especially those part of an older demographic—become understandably concerned about their health as they progress in age. This causes individuals to be more mindful of their wellbeing over time by adopting healthy habits and keeping tabs on their wellbeing. In order to do so without stress, many turn to solutions that streamline the tracking and analysis of personal information in real-time. As a result, consumers gain peace of mind as they can identify any possible health conditions early on.
Workshop Question - How could your brand enhance your product/service to streamline an experience?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Meal
Brands are offering upgraded specialized meal services for the elderly community
Trend - Brands are rethinking the traditional format of meal services for older consumers. The new focus is placed on specialized meals that are customized with reference to dietary restriction and other added values such as high-quality, chef-inspired cuisine and even technological enhancements.

Insight - Culinary innovation, whether technologically powered or professionally inspired, is of interest to consumers of all ages. Although older demographics strongly prioritize the convenience and quality of a given service, many welcome supplementary experiences in this space, as well. A need to keep older consumers more entertained, social, and reassured results in a demand for services that are high-quality and multi-dimensional.
Workshop Question - How can you better engage with senior consumers through your product/service?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends