Today’s pensioners and pre-retirees in Russia are far more likely to be supporting their adult children than relying on them for help. According to a study by SberMarketing, reviewed by Invest Foresight, 62% of Russians over 55 provide financial support to their children, while 70% offer some form of assistance to their loved ones overall. On average, older adults allocate 13% of their household budget to helping family members, with essentials such as food, medicine, and utilities accounting for 54%. Notably, only about 5% receive regular financial help from their children, challenging the stereotype of the dependent pensioner.
The study also reveals that Russians aged 55 to 75 remain active consumers in the mass market: 92% regularly buy groceries, 75% purchase hygiene products and household chemicals, 74% spend on medical services and medications, and 63% buy clothing and footwear. While generally careful with their spending, older consumers are unwilling to compromise on essentials – particularly when it comes to health, food, and financial services.
By 2030, the over-55 demographic is expected to represent more than 40% of the population, making it one of the largest consumer segments in the country.
Yet many brands continue to prioritize younger audiences, overlooking the potential of the “silver” market. According to the study, winning over this group requires honest communication, clearly demonstrated product benefits, and well-developed video content – short, flashy clips tend to fall flat. Older consumers also rely heavily on reviews and social proof, appreciate a respectful tone, and value stability. Ignoring this segment means missing out on significant market potential, which is poised to grow even further in the years ahead.