Retail Grocery and the Silver Economy

Italy, one of the world's oldest countries, offers a preview of how population ageing will reshape Grocery Retail. For over-65s, grocery shopping is both a functional activity and a social ritual that supports autonomy and well-being. Yet retailers still overlook this segment or rely on outdated stereotypes, despite its size and growth. Grocery stores must serve multiple generations simultaneously, making inclusion a strategic priority. Drawing on 1,005 survey responses collected in 2025 by REM Lab, this chapter analyses how older shoppers behave, what they value, and where gaps emerge across pricing, assortment, services, private labels and communication. The goal is to highlight opportunities for more inclusive, evidence-based strategies that enhance the shopping experience for all ages.