"Don't Underestimate Us": The Growing Power of the 40s, Absorbing 20s and 30s Trends to Drive the Market

People in Their 40s Outpace 20s and 30s in Running-Related Spending Growth
Active Consumption of "Olive Young, Daiso Mall, Musinsa" Brands
"Expanding Market Size with Strong Purchasing Power"

The so-called "Young Forty" demographic-people in their 40s-has emerged as a key pillar of the consumer market by absorbing trends led by those in their 20s and 30s.

This photo is not directly related to the article. The Asia Business Daily DB

On January 26, BC Card announced that its analysis of transaction data for "Oldamu" (Olive Young, Daiso, Musinsa)-a recent consumer trend-and the "running" sector revealed a particularly notable sales growth among people in their 40s. Setting 2022 sales as the baseline of 100, the "Oldamu" sales index for those in their 40s reached 142 last year, representing a 42% increase in sales volume over four years.

This figure surpasses the sales indices for those in their 30s (113) and 50s (122) during the same period. It is also on par with the index for those in their 20s (142), who are considered the main consumer group for these trends.

The purchasing power of people in their 40s has been growing stronger each year. In 2023, the sales index for those in their 20s (123) was ahead of that for those in their 40s (113); however, in 2024, the index for those in their 40s (140) overtook that of the 20s (138). Last year, both groups showed similar trends.

There is also a growing tendency for these consumers to move beyond one-time experiences to repeated purchases. The transaction count index for those in their 40s reached 120 last year, continuing its steady upward trajectory. In contrast, the index for those in their 30s dropped slightly to 99.

In the recent "running" craze, people in their 40s have also been highly active consumers. With 2024 as the baseline of 100, the running-related sales index for those in their 40s was recorded at 162 last year, marking a 62% surge in spending over just one year. This growth rate far exceeds that of those in their 20s (129) and 30s (125).

BC Card believes that as people in their 20s and 30s create new trends, those in their 40s-with their purchasing power-selectively adopt these trends, thereby expanding the overall market. A company representative explained, "Customers in their 40s are embracing trends from younger generations and, leveraging their purchasing power and consistency, are leading the expansion of the market."