As seniors’ interest towards the beauty increases, popularity of beauty products and personal products has been rising significantly. The average annual growth rate are hair-loss shampoo (+21.1%), colourant (+8.3%), anti-agying cream (+6.4%). The personal product market targeting the silver consumers yet to be elaborately focused, but it might be expanded.
It is clear that the health functional food is one of the items that specifically targeting the senior market. Among elder households in Taiwan, seniors tend to show their interest towards “high quality / concentrated” health functional products such as vitamin-B (+22.9%), calcium (+15.7%), and ginseng (+9.8%) rather than “for seniors” health supplements.