Older consumers now a major force in China's online market

Key overlapping consumer preferences include fitness, travel, skincare, and lifestyle products.

Older consumers are rapidly emerging as a key demographic in the online market, according to JD.com’s Consumption and Industry Development Research Institute.

Notable areas of overlap in consumer preferences include fitness, travel, skincare, and lifestyle products.

The 2024 Silver-Haired Consumer Report, based on surveys of 500 older adults and 500 younger individuals, showed that 60.7% of seniors now spend over three hours a day online for activities like shopping, news reading, mobile payments, and video streaming. This aligns closely with younger generations' habits.

From January to September 2024, JD.com reported increases of 238% in transactions, 187% in active shoppers, and 105% in spending compared to the same period in 2019. JD.com is the preferred platform for 95.3% of older shoppers.

Citing data from the National Bureau of Statistics, the company said China had 280 million people aged 60 and above in 2022, with over half being younger seniors (60-69 years old). This group is generally well-educated, financially stable, and open to new experiences, leading to consumption habits increasingly similar to younger consumers.

Health and wellness are now top priorities for older adults. The report showed that sales of probiotics and health tonics have increased tenfold and threefold, respectively. Demand for fitness equipment, like kettlebells and resistance bands, has also more than doubled.

In the fashion and beauty sectors, sales of rings and jade necklaces have risen by 307% and 132%, respectively. Anti-aging skincare and personalized fashion items have seen tenfold increases in sales.

Moreover, older consumers are embracing modern technology, with sales of electric beds and shower chairs increasing by 152% and 202%. Smart home devices are also becoming common, with smart bathroom cabinets experiencing a 277% sales increase.

In addition to essentials, seniors are driving demand for leisure products. Sales of instant cameras rose by 165%, whilst sales of live-streaming equipment and digital cameras doubled. Pet care spending has surged, with prescription pet food sales increasing by 332%.