Boneless fish, filleted cuts of meat, 4 PM dinner reservations, and smaller portions of protein and fiber-rich dishes—these are just a few of the trends reshaping the culinary landscape, driven by the growing influence of the “silver economy.” Across Australia, businesses from local butchers to major supermarket chains are adapting to meet the needs of a burgeoning demographic: Australians aged over 60.
The share of Australians in this age group has never been higher. As a result, the food industry is undergoing a transformation to cater to this lucrative market. “Sixty is the new forty, and with about a quarter of the population over that age, there’s business to be made,” said Michael Whitehead, director of food, beverage, and agribusiness insights at ANZ.
The Rise of the Silver Economy
Australia’s aging population is not a new phenomenon. Currently, about 23 percent of the population is aged 60 and above, compared to 18 percent under the age of 15. This demographic shift has been steady yet significant, with the proportion of those over 65 rising from 13 percent in 2005 to 17 percent in 2024.
Whitehead notes that this older cohort is not only a larger customer base but also healthier, more active, and with greater spending potential than other age groups. “Sixty is the new forty, and with about a quarter of the population over that age, there’s business to be made from them,” he reiterated.
Adapting to New Consumer Preferences
The ANZ’s latest Food for Thought supply chain report highlights two distinct groups within the older population: active empty-nesters in their late fifties to seventies and those in their late seventies and older who prioritize comfort and ease in food preparation. Both groups, however, share a preference for convenience and smaller portions, often opting for lunch over dinner and avoiding products marketed as “for seniors.”
“The kids have left, the mortgage is paid off, you’re getting older and don’t need to keep buying as much food because it’s going to go off,” Whitehead explained. “You also may be looking to treat yourself and want to eat healthily but you don’t want to have to chop, cook, and clean up a huge meal.”
Half Portions and Smaller Appetites
In Melbourne, Phillippa’s Bakery is among those catering to these evolving preferences. Founder Phillippa Grogan noted that while their stores are located in family-dense suburbs, they also serve many older customers whose appetites are decreasing. The bakery now offers half-sized portions of popular items such as chocolate brownies and biscuits, and even their chicken sandwiches have been downsized.
Additionally, Phillippa’s has expanded its take-home meal offerings, emphasizing familiar, easy-to-eat, and gourmet options that are freezable. “When you get to 60, you’ve done as much cooking as you want to do in your life,” Grogan said. “These customers just want to heat something up in one portion and have a glass of wine.”
Industry-Wide Adjustments
This trend is not limited to bakeries. Supermarket giants Coles and Woolworths have increased their offerings of pre-washed and pre-cut vegetables, salads, ready meals, and half loaves of bread. They have also introduced “quiet hours” with lower music for a calmer shopping experience.
Dairy formula designed to boost bone density and nutrients for seniors is booming, rivalling the infant market.
Restaurants are also adapting, with data from OpenTable showing a 25 percent increase in 4 PM-5 PM bookings in 2025. Early sittings and dining spots with ambient music are expected to be among the leading trends in 2026.
Optimizing Dining Experiences
Drew Bowering, a senior director at OpenTable, noted that restaurants are capitalizing on this trend by offering early bird menus and optimizing operations during early dining hours. “Hospitality and quick service restaurants are reshaping offers to match a daytime rhythm, with lunch now the main social meal for many older diners,” Whitehead added.
Menus are increasingly featuring smaller bundles and mains that deliver meaningful protein without heavy salt, alongside sides that balance comfort with fiber. Boneless fish and slow-cooked pulled meats are becoming more common.
Butchers, too, are noticing changes. Beatrix Kirkland from the Australian Meat Emporium in Sydney reported increased demand for premium cuts like boneless wagyu and traditionally cheaper secondary cuts that become tender with long cooking times.
Implications for the Future
While price remains a consideration, older customers prioritize service and convenience over small discounts. The shift in consumer behavior presents opportunities for businesses to innovate and cater to an aging population without alienating younger consumers.
Ultimately, as Whitehead pointed out, “It’s better for the whole sector, to have more customers coming through the doors. The everyday consumer may not notice the difference, but this is a smarter way for businesses to operate, and it’s not at the expense of younger consumers.”
The transformation driven by Baby Boomers is not just a trend but a significant shift in how food businesses operate, promising benefits for consumers of all ages.
