In Nanchuan, Chongqing, some senior citizens are trying out smart wearables and smartphones (Photo/Chongqing Daily)
Chongqing - With China’s population aged 60 and above reaching 310 million—22% of the total—the country’s senior consumption market is projected to grow to around 40.6 trillion yuan (about 5.7 trillion U.S. dollars) by 2050.
At the recently held 19th China (Chongqing) Elderly Industry Expo 2025, more and more seniors in Chongqing were eager to try out new products and services—from companion robots to health-care innovations.
“I used to think robots were far removed from my life, but now I find them quite practical,” said 72-year-old Aunt Liu, lingering at the companion robot exhibition area. Once viewed as a “sunset industry,” the senior market is now being revitalized by increasingly diverse demands.
"My life is richer than when I was young"
“Smartphones used to seem troublesome, but now I can't take a step without them,” said Zhang Xiufang, a 68-year-old resident of Jiulongpo District. Various apps meticulously manage their daily schedule: fresh groceries delivery, remote medical consultations, cooking tutorials, and online karaoke duets.
Zhang Xiufang took only three months at the community education center to master using her phone for appointment booking, QR code payments, video calls, and even creating digital photo albums. “Now I experience VR at the science museum and listen to audiobooks on smart speakers. My life is richer than when I was young.”
This new dependency stems from overlapping needs for social connection, convenience, and emotional fulfillment. Platforms have rolled out senior-friendly features, including simplified interfaces, specialized courses for older adults, and community coordinators.
Seniors' spending patterns are shifting from frugal pragmatism to rational indulgence. “This skincare set costs 1,280 yuan (around 180 U.S. dollars), which is a bit pricey, but it suits my skin type,” says 65-year-old Deng Xin while selecting imported anti-aging products in Shapingba. She allocates about 20% of her monthly pension of over 6,000 yuan (around 844 U.S. dollars) to beauty products and clothing. “Our generation didn't have the means when we were young, so now we want to make up for past regrets.”
In upscale supermarkets, dedicated organic produce sections and low-sugar food are particularly popular among elderly shoppers. Sales staff observe these customers meticulously examine ingredient lists, paying close attention to origin and nutritional content, and willingly paying a premium for health and quality.
“They aren't blind consumers; they value cost-effectiveness and emotional worth,” said Mo Yuanming, a researcher on the Chengdu-Chongqing Economic Circle from Chongqing Technology and Business University. Having lived through periods of material scarcity, this generation balances rationality and emotion in their spending decisions.
Seniors embrace a new fitness lifestyle
67-year-old Zhou Jianguo shares his health management: two annual checkups, customized nutritional diets, three weekly fitness classes, and a smart wristband tracking heart rate, blood pressure, and sleep. His annual health investment of about 20,000 yuan (around 2,813 U.S. dollars) has successfully kept his blood sugar within normal ranges. “It works far better than just taking supplements,” he says. Many like him are shifting consumption toward disease prevention.
Gyms and community spaces are welcoming more silver-haired patrons. During afternoon hours, elderly members are common sights at the pool and equipment areas of a chain gym in Liangjiang New Area. Gentle exercises like yoga, Pilates, and Tai Chi are gaining popularity.
Smart health care products are entering households, with wearable devices and vital sign monitors enabling children to remotely track their elders' health. Many Chongqing seniors are also adjusting their traditionally oily and spicy diets, opting for more low-salt, low-fat, and high-fiber meals. Products like organic grains and nutritional supplements are seeing a steady rise.
“Chongqing's aging population ranks among the highest nationally, presenting a massive domestic market,” Mo stated. “However, this shouldn't be narrowly interpreted as selling more health supplements or building more nursing homes. Instead, we must build a systematic and targeted industrial ecosystem.”
He recommended Chongqing to better address the needs of enjoying retirement. The city should develop service products, building on local resources like hot springs, cuisine, and natural landscapes. Concurrently, it should advance digital accessibility upgrades and adoption. Public services should also be optimized according to age-friendly design standards.
By leveraging big data analytics to understand seniors across different age groups, income levels, and educational backgrounds, targeted products and services can be provided in areas such as healthcare, cultural leisure, and home modifications with more precision.