The Baby Boomer generation may not have the market influence it once did, but its size and financial flexibility makes it a group that cannot be overlooked.
Scott Stewart, Associate Director, Lifestyles & Retail
Collapse All
-
Executive summary
- Key issues covered in this Report
- Consumer trends: key takeaways
- Market predictions
- Opportunities and challenges
-
Consumer Insights
- The Baby Boomer consumer: fast facts
- The Baby Boomer consumer: fast facts
- Baby boomers' home lives
- Lifestyles of retired Baby Boomers
- Graph 1: employment status of 65-77s, 2023
- Graph 2: employment status of 59-64s, 2023
- Graph 3: consumers who have generally maintained their standard of living, Baby Boomers by marital status and home ownership, 2023
- Graph 4: consumers who have generally maintained their standard of living, Baby Boomers by source of retirement funding, 2023
- How almost-retired Boomers are feeling
- How Boomers are funding their retirement
- Graph 5: Baby Boomers' funding sources for retirement, 2023
- Graph 6: funding sources for retirement, employed vs retired Baby Boomers, 2023
- Graph 7: funding sources for retirement, Baby Boomer homeowners vs renters, 2023
- Baby Boomers' priorities
- Graph 8: top priorities over the next five years, overall vs Baby Boomers, 2023
- Graph 9: relaxing as a top priority, Baby Boomers by marital, homeownership and educational status, 2023
- Graph 10: travelling as a top priority, Baby Boomers by marital, homeownership and educational status, 2023
- Graph 11: relaxing vs travelling as a top priority, Baby Boomers overall vs Quebec Boomers, 2023
- Graph 12: top priorities for Baby Boomers over the next five years, 2018 vs 2023
- Graph 13: improving my health as a top priority, Baby Boomers by gender and marital status, 2023
- Baby Boomers' health concerns
- Graph 14: Baby Boomers' health concerns, 2023
- Graph 15: health concerns, overall vs Baby Boomers, 2023
- Graph 16: worry about mental health, Baby Boomers by current financial situation, 2023
- Baby Boomers and tech
- Graph 17: tech devices owned, overall vs Baby Boomers, 2023
- Graph 18: tech devices – I don't own this but I'm planning to get one soon, Baby Boomers, 2023
- Boomers' perspective on life
- Graph 19: life perspective, overall vs Baby Boomers, 2023
-
Competitive strategies
- Advertising and marketing activity
- Opportunities
-
The Market
- Market factors
- Graph 20: population by generation, 2022
- Graph 21: home ownership status, overall vs Baby Boomers, 2023
- Graph 22: employment status, overall vs Baby Boomers, 2023
- Graph 23: Percentage of paid workers covered by a registered pension plan, 2001-21
- Graph 24: less than $10,000 of total outstanding household debt*, by generation, 2023
- Graph 25: top concerns over the next six months, overall vs Baby Boomers, 2023
- Graph 26: visit website/platform daily, overall vs Baby Boomers
-
Appendix
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
