Summary of Research Findings

Japan's rapidly aging population is experiencing an exponential increase in the elderly. In 2025, the baby boomers born between 1947 and 1949 turned 75 and older, meaning that they are mostly fully retired. This generation is said to be more economically affluent than others, they are expected to further expand the senior consumer market by spending their retirement time and money.

The senior consumer market includes sectors designed specifically for older adults, as well as sectors that have performed well by focusing on this demographic. The research examined a total of sixty-five services across twelve sectors of the senior consumer market, as defined by Yano Research Institute using its original standard. Thus, the market includes sectors and services that are not necessarily elderly-specific, such as leisure, sports, and hobbies. These are included in addition to traditional elderly-specific sectors, such as long-term care, rehabilitation support, and care homes. The research analyzes trends in these sectors, as well as in distribution businesses.

Present-day senior citizens are active overall, which is why they are referred to as “active seniors.” They are willing to spend money on activities with which previous generations of seniors would not have gotten involved, such as fitness, mountaineering, and traveling overseas. Many industries and companies now market to active seniors, as well as to younger citizens and families, to increase sales and attract customers.

However, many seniors’ consumer activities are in trouble. While some affluent seniors benefit from stable financial assets, including securities, seniors overall are anxious about public pensions and future expenses, including medical and long-term care costs. Recent commodity price increases are putting pressure on the household economy. Seniors are therefore more cautious about spending money and more selective about the products and services they purchase. To acquire senior customers, companies must understand this demographic’s preferences and demands to supply products and services that meet their high standards. 

Noteworthy Topics

"Imakatsu": Living in the Moment - A New Consumption Trend Among Seniors Who Want to Enjoy Life While They Are Still Healthy and Spirited

“Imakatsu,” a new consumption trend among seniors, is gaining attention. Imakatsu refers to activities that allow one to enjoy the present moment. Unlike traditional seniors, who prioritize preparing for future uncertainties, Imakatsu seniors spend generously on their current interests and activities while they are still healthy and energetic. These activities involve lavish spending on long-desired experiences, such as cruises, operas, classical music concerts, fancy restaurants, and travel abroad.

This trend appears to stem from increased recognition of the disparity between average and healthy life expectancies. According to data from the Ministry of Health, Labor and Welfare (*), the discrepancy was approximately nine years for men and approximately twelve years for women as of 2022. Now that the baby boomer generation has reached age 75 and older, a growing number of senior citizens wish to enjoy the present while they are still healthy and active. Their willingness to travel, dine out, and enjoy entertainment may also stem from a rebound following pandemic restrictions on outdoor activities.

Companies are aggressive in capturing these demands. Travel agencies have expanded their selection of value-added tours for the elderly.  More companies are prioritizing seniors in their marketing strategies, because they do not consider this consumption trend to be temporary, but rather a shift in lifestyle and values.

*) Source: “Healthy Life Expectancy for 2022 Values” by the Ministry of Health, Labor and Welfare
https://www.mhlw.go.jp/content/10904750/001363069.pdf  (Japanese)

Research Outline