2025年银发经济消费人群洞察

Core Insights - The report "2025 Insights into the Silver Economy Consumer Group" highlights the growth of China's silver economy, focusing on individuals aged 55 and above, with a current population of 280 million aged 60 and above, accounting for 22% of the total population, driving market expansion [1][17][18] - The government has introduced policies to promote the development of the silver economy, including the "Opinions on Developing the Silver Economy to Enhance the Well-being of the Elderly," which supports various sectors such as elderly care services, age-friendly products, and health industries [1][8][12] Consumer Behavior - The silver demographic prioritizes health-conscious diets, favoring fresh, low-salt, low-oil, low-sugar, and easily digestible foods, with a significant demand for functional foods aimed at gastrointestinal health and nutritional supplementation [1][32][36] - Travel preferences include short-distance trips, natural landscapes, and ancient towns, with self-driving and wellness travel favored by younger seniors [1][2] - Shopping habits emphasize health safety and practicality, with increasing penetration of online channels, where short videos and social platforms serve as key consumption entry points [1][2] Aging Care Models - Over 90% of the elderly prefer home-based care, with community home care and the 90-7-3 model (90% home, 7% community, 3% institutional) being mainstream, while younger and older seniors show high concern for medical care and age-friendly facilities in institutional settings [2][12] - Different age groups exhibit distinct needs: younger seniors focus on travel and health management, middle-aged seniors prioritize safety and medical services, while older seniors emphasize dignified care and convenient medical access [2][12] Market Potential - The silver economy is projected to reach a market size of 8 trillion yuan, reflecting the vast potential of this demographic as a core consumer force across various sectors, including health, leisure, and education [17][20] - The industry chain encompasses upstream (biological and textile materials), midstream (smart healthcare and rehabilitation aids), and downstream (consumption, cultural tourism, and elderly care services) [21][22] Policy Support - National and local governments are implementing policies to support the silver economy, addressing the need for improved quality in elderly services and products, and fostering a more comprehensive elderly care system [12][13][14]