Spending Longer and Living More - World Data Lab x NIQ
Report summary
The global consumer is getting older - and richer
Longer lifespans, smaller households and rising longevity income mean older consumers will command a growing share of global demand through 2036.
What the report covers
Spending Longer and Living More is a joint World Data Lab, NielsenIQ and Silver Economy report. It combines income, demographic and consumption projections to explain how ageing populations are changing what the world buys.
Key themes
- Longevity dividend: older households are growing in number and spending power in every major region.
- Category rotation: demand is shifting from youth-oriented goods toward health, wellness, convenience, experiences and services.
- Regional variation: Europe and East Asia are ageing fastest, but the trend is now visible across China, Latin America and emerging Asia.
- Retail implications: store formats, channels and messaging must adapt to a consumer base that is more experienced, more health-aware and less impulsive.
Frequently asked questions
- What is Spending Longer and Living More?
- Spending Longer and Living More is a joint report from World Data Lab, NielsenIQ and Silver Economy. It combines income, demographic and consumption projections to show how ageing populations are changing what the world buys through 2036.
- How do ageing consumers affect global spending?
- Longer lifespans and falling fertility mean older households make up a growing share of consumer demand. Their spending concentrates on health, convenience, replenishment, experiences and services rather than fast-moving youth categories.
- Which regions are ageing fastest?
- Europe, North America and East Asia already have the oldest populations, but the shift is now accelerating across China, Latin America and parts of emerging Asia. By 2036 the global consumer over the age of 60 will control a materially larger share of total spending.
- What categories benefit most?
- Healthcare, wellness, financial services, travel, leisure, groceries and age-friendly retail formats tend to gain as populations age. Categories tied to younger household formation face slower growth in ageing markets.