Purchasing power of the senior generation moves consumption

In Brazil, consumers over 60 years must be with 16% of the country''s income in 2020 and most of them are willing to spend more to ensure quality
Over the next few years, the senior generation will be one of the most important for world consumption. The purchasing power of consumers over 60 years will exceed Us $30 trillion in 2020, according to study released by Tetra Pak. The survey interviewed more than 40000 people, from 27 countries.
In Brazil, the senior audience held 11% of income in the country in the last decade. Over the next four years, the expectation is that this participation exceeds 16%, due to the aging population and the increase in the purchasing power of Brazilians, according to the report "Consumer Generations". Despite being a representative slice of consumers, the number is lower compared to Asian countries. In Japan, for example, the elderly must represent 31% of the country''s consumption in 2020, while in 2005 was 26%.
According to data from Tetra Pak, the senior generation invests 20% of the budget on food and drinks. "They have more resources than other generations and can become an important consumer group, which creates a great opportunity for the industry to meet the demands of them," says Libby Costin, Global Vice President of Marketing for Tetra Pak.
The study still shows that, in choosing foods and beverages, 88% of people over 60 years prioritize product quality as a deciding factor for purchase and 59% are willing to pay more to guarantee it.