Older consumers hold over 60% of the UK’s wealth and account for most of FMCG spend, yet remain largely invisible in product, design, and marketing strategies.
Vypr’s latest report shines a light on this overlooked audience, offering a data-led blueprint for how brands can better connect with consumers over 55. Drawing on thousands of real-time insights from Vypr’s product intelligence platform, the report uncovers the behaviours, preferences and unmet needs driving loyalty and purchase intent in this often-overlooked group.
What will you discover?
Household & cleaning
• 83% of over-55s shop in-store, yet many struggle with unclear packaging and limited ergonomic design.
Learn how accessibility-first thinking can drive preference and brand recall.
Personal care & beauty
• Loyalty is high, but satisfaction is not, especially among older men.
Discover how simple tweaks to claims and formats can boost product appeal.
Retail & ecommerce
• One in three over-65 consumers feels digital platforms aren’t built for them.
Understand how design, delivery pricing, and loyalty schemes can be reworked to re-engage this valuable audience.
Food service
• Consumers over-65 are five times more likely to abandon restaurants than Gen Z.
Get strategies to build relevance through taste, value and tailored dining experiences.
Food & beverage manufacturing
• ‘Natural’ and ‘low sugar’ claims boost purchase intent 4.7x among older consumers.
Learn how to tailor NPD, reformulation and branding to match evolving values.
To understand the attitudes, behaviours, and spending power of the over-55 consumer, complete the form below to download the free report now.
