Mid-lifers are a large and diverse spread of consumers with many shared beliefs and behaviours. The group has traditionally been viewed as the mainstream core of society, whose habits were predictable within fairly rigid age parameters. However, as society has evolved, so the attitudes and behaviors of Mid-lifers have developed.

• In-depth quantitative data covering Mid-lifers' consumption behavior across all food, drink and personal care categories
• Extensive research of consumers and senior industry figures to uncover the latest thinking and reveal emerging opportunities
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report

Mid-lifers are the dominant age group making up the largest proportion of populations across Europe and the US. They account for the largest market shares and value consumption of nearly all CPG markets. Mid-lifers are an extremely important but often overlooked segment in marketing.

The trend to delaying parenthood runs parallel with that of delaying marriage. These combined trends of delaying responsibility allow today's Mid-lifers more freedom than previous generations to pursue other goals in life. These can often manifest themselves in career aspirations and leisure pursuits

Mid-lifers can be far more creative than their younger selves and this can manifest itself in a number of products and services. Foods and drinks can be tailored to appeal to this more creative side of Mid-lifers as can other packaged goods and marketing campaigns surrounding them.

• Obtain exclusive data on the consumption, food, drinks and personal care market values and occasions of Mid-lifers in the US and Europe
• Understand the attitudes driving different Mid-lifer groups' consumption behavior
• Improve your marketing strategy by tailoring campaigns directly to the right people within the Mid-lifer consumer group

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