Redefining Ageing: Unpacking China’s Silver Economy and Its Evolving Consumer Landscape

China is entering a pivotal demographic shift. With over 310 million citizens aged 60 or above by the end of 2024, accounting for 22% of the population, the country has officially entered a stage of “moderate ageing.” This transformation is fuelling the emergence of a dynamic and multidimensional silver economy projected to reach ¥8 trillion in market scale.

These insights are drawn from the 2025 Silver Economy Consumer Insight Report jointly released by MobTech Research Institute and Kurun Data. Far from a homogeneous group, China’s older adults exhibit stratified needs and behaviours across health, leisure, learning, and financial security. Understanding this segment’s consumption preferences is no longer optional for brands—it is foundational to sustaining long-term relevance.

Health-Conscious but Experience-Rich: How Silver Consumers Eat and Live

Chinese older adults, particularly those in the 55–69 age bracket, exhibit a marked preference for health-oriented consumption. Across all age tiers within this group, “fresh ingredients,” “low-salt,” “low-oil,” and “easy-to-digest” foods top their priorities. Interestingly, 67.9% have consumed ready-made meals (预制菜), not out of convenience like younger generations, but for their digestibility and reliability in nutritional control. Unlike younger consumers, silver-aged individuals avoid takeaway services, showing instead a preference for at-home meals and familiarity in food choices.

Functional foods addressing digestive health, blood nourishment, fatigue, and sleep quality are also core drivers. Among the 55–74 age group, gastrointestinal health and sleep improvement are top concerns, suggesting that ageing consumers are embracing food as both nourishment and therapy.

Travel and Leisure: Short-Distance, High-Depth

When it comes to tourism, silver-aged consumers favour short-haul and local trips, especially to destinations rich in natural beauty and historical character. Around 46% prefer nearby excursions, and another 40% favour city-based local travel. Unlike Gen Z, who crave novelty and urban hipness, older consumers look for tranquility, familiarity, and access to medical infrastructure.

Moreover, the report indicates a rising preference for “customised slow travel” among the silver-young segment (55–64 years old), who still maintain relatively strong mobility. Scenic self-driving routes and culturally immersive experiences represent untapped opportunities for travel and hospitality operators aiming to win this audience.

Shopping Habits: Value Anchored in Health and Safety

Shopping behaviour among the silver-aged is increasingly digitalised. Nearly half shop on Taobao and 43.5% on flagship brand e-stores, marking the group as not only connected but also confident online buyers. Unlike younger consumers motivated by discounts and novelty, the older cohort anchors decisions on product safety, trust, and functional benefit. Health and wellness remain primary product categories—ranging from fruits and nutritional supplements to homecare services.

Interestingly, while Gen Z indulges in self-expression through fashion and electronics, silver consumers channel spending into “maintaining daily dignity”—prioritising essentials that support a steady, comfortable life.

Digital Engagement: From Passive Users to Active Learners

Gone are the days when older adults were seen as digitally detached. Today’s silver-aged consumers are active participants in the digital realm. Nearly half rely on online courses and short-form videos to absorb new knowledge, mirroring the content preferences of younger cohorts. Topics range from health literacy to lifestyle improvement, signifying a growing “silver edutainment” trend that blends practicality with engagement.

This presents fertile ground for brands and platforms offering age-friendly digital content, user interfaces, and personalised online learning experiences tailored to elder sensibilities.

Elder Care Preferences: Autonomy, Familiarity, and Emotional Dignity

Elder care expectations differ markedly by age bracket. The 55–64 “silver youth” lean towards healthy ageing and social engagement. The 65–74 “silver mid-agers” demand precise, localised services—with safety, familiarity, and accessibility being critical. By contrast, those aged 75 and above emphasise dignity and medical security, seeking integrated care facilities that offer physical, psychological, and even end-of-life support.

Most prefer ageing in place (居家养老), citing familial attachment and financial prudence. For brands in elder care, this signals a dual opportunity: innovate home-based healthcare solutions and develop mid-tier institutional offerings for more vulnerable seniors.

Conclusion: A Strategic Imperative for China’s Future Consumption Landscape

The silver economy is not merely a by-product of ageing—it is a reconfiguration of economic logic, social roles, and consumer power. From digitally savvy 60-year-olds keen to learn and explore, to care-focused octogenarians navigating frailty with quiet dignity, China’s older consumers are redefining the market playbook. Their loyalty is not bought through gimmicks but earned through empathy, relevance, and respect.

Now is the moment for brands and innovators to engage. To capture this influential demographic, connect with our team for insights and strategies tailored to the silver consumer’s evolving needs.