A recent study by Circana highlights that older shoppers now account for 60% of FMCG spending in Italy, with their purchasing power and brand loyalty shaping the market. As this demographic grows, brands must adapt to their evolving needs, focusing on:
- Health & Wellness: Products with clear health benefits and natural ingredients
- Convenience: Easy-to-use packaging and accessible store layouts
- Premium & Trusted Brands: A preference for quality over price
We help brands navigate these shifts, ensuring marketing strategies resonate with senior consumers across Europe.
How is your brand adapting to this growing audience? Let's discuss!