东吴证券研报：20-39岁消费下降严重，60以上老人对消费贡献最大

Group 1 - The report from Dongwu Securities indicates that the consumption growth rate among the 20-39 age group has significantly declined, contributing to approximately 44% of the overall consumption decrease from 2018 to 2022, compared to a 30.3% increase from 2010 to 2018 [1][5] - The consumption decline is most pronounced in the 20-30 age group, where their contribution to consumption growth plummeted from 13.8% (2010-2018) to just 0.8% (2018-2022) [5][24] - The elderly population (60 years and older) has become the largest contributor to consumption growth, particularly in food and healthcare sectors, contrasting sharply with the declining consumption in entertainment categories like KTV and bars [7][24] Group 2 - The average age in China has reached a median of 40 years, indicating a demographic shift where the primary consumer base will transition from those under 40 to those over 40 in the next decade [10][40] - The report highlights a concerning trend of increasing youth unemployment, which is linked to the decline in consumption among younger demographics, creating a chain reaction affecting overall consumption [5][17] - The elderly population, while contributing significantly to consumption growth, faces challenges as their income and average consumption levels have not kept pace with the rapid aging of the population [29][30] Group 3 - The consumption tendency among the youth has dropped dramatically, with a decline of 46.1 percentage points for the 20-39 age group since 2020, indicating a shift towards more conservative spending behaviors [34][35] - The report suggests that as the population ages and the youth demographic shrinks, businesses will increasingly target consumers aged 40 and above, who tend to be more rational and less impulsive in their spending [27][28] - The overall consumer landscape is changing, with brands likely to shift focus from younger consumers to older demographics, reflecting the broader societal changes in consumption patterns [39][40]