"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" generation-people in their 40s-has emerged as a key force in the consumer market, 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, based on an analysis of transaction data for "Oldamu" (Olive Young, Daiso, Musinsa) and the "running" sector-both considered recent consumer trends-the growth in sales among people in their 40s was particularly notable. When setting 2022 sales as 100, the "Oldamu" sales index for those in their 40s reached 142 last year, marking 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 main consumer group for this trend, those in their 20s (142).

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

There is also a tendency for repeated purchases, rather than just one-time experiences. In terms of the number of transactions, the index for those in their 40s reached 120 last year, continuing an upward trend. In contrast, the index for those in their 30s slightly declined to 99.

People in their 40s have also been actively participating in the recent "running" boom. When setting 2024 sales as 100, the running-related sales index for those in their 40s was recorded at 162 last year, representing a 62% surge in consumption in just one year. This increase far outpaces those seen among people in their 20s (129) and 30s (125).

BC Card believes that a structure has become established in which people in their 20s and 30s create trends, and those in their 40s-who have greater purchasing power-selectively adopt these trends and expand the market. A company representative explained, "Customers in their 40s are not only embracing the trends of younger generations, but are also driving market expansion based on their purchasing power and consistency."