Forget Gen Z and Millennials — the over-50s ‘Silver Spenders' are powering investment opportunities, including these stocks

• Saga plc identified as 'materially undervalued' with potential for 400% gains, representing 10% of Kernow Asset Management's portfolio
• Insurance group Hiscox and wealth managers like Evelyn Partners positioned to benefit as over-50s seek premium financial planning and tax optimization services
• Healthcare sector and pet retailers like Pets At Home expected winners as aging population drives demand for medical services and shifts spending from children to pets

Silver Spenders Drive New Investment Opportunities

The over-50s demographic, dubbed "Silver Spenders" or the "Grey Pound," is emerging as a powerful investment theme in the U.K. market. This age group is expected to account for approximately 60% of all U.K. consumer spending by 2030, creating opportunities across multiple sectors.

Key Demographics & Trends:

• Many over-50s have paid off mortgages, advanced careers, and significant disposable income
• A wealthy subset benefits from generous defined benefit pension schemes
• Growing demand for tax planning, investment advice, and wealth management services

Investment Opportunities:

*Financial Services:*

• Insurance group Hiscox and wealth manager Evelyn Partners positioned as potential winners
• Major banks (Lloyds, NatWest) showing renewed interest in wealth management acquisitions
• Permira and Warburg Pincus reportedly seeking exit from Evelyn Partners

*Consumer & Leisure:*

• Saga plc highlighted as "materially undervalued" with potential for 400%+ gains
• Kernow Asset Management holds 10% portfolio position in Saga
• Pets at Home identified as beneficiary as older consumers spend more on pets

*Healthcare & Property:*

• Rising demand for medicine and treatment services
• Private care homes and retirement villages expected to benefit
• Medical property investors positioned for growth

Spending Patterns:

The cohort shows increased appetite for luxury goods, high-end wealth management, insurance products, holidays, dining, vehicles, home renovations, beauty products, and wellness services. Investors note this demographic seeks "content, story, and purpose" beyond traditional passive returns.

This trend represents a significant shift from focusing on younger generations to recognizing the growing economic influence of older, wealthier consumers.