中国60周岁及65周岁以上老人人口数量及占全国总人口比重，数据来源：国家统计局 中国已经进入中度老龄化社会。国家统计局数据显示，2024年中国60周岁及以上人口数量达到创新高的3.1亿人，占全国总人口的比重达到22%。 2025年3月5日，李强总理代表国务院在十四届全国人大三次会议上所做的《政府工作报告》中，也提出了"深化养老服务改革，制定促进银发经济发展的 政策"和"积极应对人口老龄化，完善发展养老事业和养老产业政策机制，大力发展银发经济"等工作要求。[1] 那么，哪些人群属于"银发群体"？"银发群体"在食品饮料产品的消费上呈现出怎样的趋势和特点？针对"银发群体"，品牌应该如何开发出满足其需求的产 品？在FBIF2025营销创新分论坛中，凯度中国董事总经理张霖以《思路打开：银发经济≠银发人群≠银发产品，解锁全新市场潜力》为主题进行了分享。 凯度中国董事总经理张霖 【下文根据演讲整理，内容有删减】 传统认知中的"老年人"标签已无法定义今天的银发群体。根据凯度定义，40岁即进入银发族范畴——50岁出现生理衰老迹象，60岁开始面临明显健康挑 战。这群"新老人"正在打破年龄桎梏，用年轻心态重塑消费市场。 从数据来看 ...

Core Viewpoint - China has entered a moderately aging society, with the population aged 60 and above reaching 310 million in 2024, accounting for 22% of the total population [1][2]. Group 1: Demographics and Market Trends - The silver-haired group, defined by Kantar as individuals aged 40 and above, is reshaping the consumer market with a youthful mindset [4]. - In 2024, the total sales of silver-haired households in first to fifth-tier cities grew by 9%, surpassing the overall fast-moving consumer goods sales growth of 1.7% [5]. - The silver-haired population is characterized by a desire to live for themselves, a rich social life, and a strong focus on health management, especially among those aged 50 to 60 [5]. Group 2: Consumption Behavior and Preferences - The silver-haired group shows a strong preference for high-quality, nutritious food, with 12% indicating a desire for "eating less but better" [6]. - There is a misconception that older consumers prefer bland food; however, they still prioritize taste, favoring lighter flavors such as fruit juices and teas [7]. - The silver-haired population is particularly concerned about gut health, leading to a demand for probiotics and functional dairy products [7]. Group 3: Product Development and Marketing Strategies - Brands should consider three strategies to enhance product value for the silver-haired group: creating dedicated product lines, adapting existing products for older consumers, and increasing applicable scenarios for products [6]. - Marketing strategies should focus on raising awareness through social circles, emphasizing ingredient transparency, and utilizing both online and offline channels for sales [9]. - The silver-haired economy represents a burgeoning industry that can drive economic growth and provide new opportunities for the food and beverage sector [9].