[Research Report] Seniors' 'Cooking Retirement' Drives the Deli Market! 70s Age Group Sees 38% Increase in Spending Over 7 Years / Macromill
Macromill analyzed deli market trends using QPR™ consumer purchase history data, revealing a 15% growth in the market over seven years. Spending among those in their late 70s showed a significant increase. The 'cooking retirement' concept championed by commentator Keiko Higuchi is spreading among seniors, driving demand for deli products amidst lifestyle changes and health consciousness.
📋 Article Processing Timeline
- 📰 Published: May 20, 2026 at 21:54
- 🔍 Collected: May 20, 2026 at 13:31
- 🤖 AI Analyzed: May 20, 2026 at 13:53 (21 min after Collected)
The Macromill News Secretariat (operated by Macromill, Inc.) has analyzed the trends in the deli market and the 'cooking retirement' phenomenon among seniors based on its QPR™ consumer purchase history data.
## Deli Market Trends
The deli market has grown by 15% over the past seven years. While categories like 'salads' and 'western-style deli' have expanded, 'simmered beans' and 'Chinese deli' have seen a decline, indicating a polarization in the market.
## Seniors Driving the Market
As of 2025, men and women aged 60-79 account for half of the market share in all categories (excluding western-style deli). Men, in particular, show strong support for 'salad' deli items, likely driven by health consciousness and convenience.
## Spread of 'Cooking Retirement'
Spending by those aged 75-79 has increased significantly compared to seven years ago, with men up 36.6% and women up 38.5%. There is a shift where spending increases with age, suggesting that the value of 'cooking retirement'—incorporating deli products to reduce self-cooking burdens—is taking root.
## Deli Market Trends
The deli market has grown by 15% over the past seven years. While categories like 'salads' and 'western-style deli' have expanded, 'simmered beans' and 'Chinese deli' have seen a decline, indicating a polarization in the market.
## Seniors Driving the Market
As of 2025, men and women aged 60-79 account for half of the market share in all categories (excluding western-style deli). Men, in particular, show strong support for 'salad' deli items, likely driven by health consciousness and convenience.
## Spread of 'Cooking Retirement'
Spending by those aged 75-79 has increased significantly compared to seven years ago, with men up 36.6% and women up 38.5%. There is a shift where spending increases with age, suggesting that the value of 'cooking retirement'—incorporating deli products to reduce self-cooking burdens—is taking root.
FAQ
Why do seniors purchase ready-to-eat meals?
Based on the 'cooking retirement' concept, they aim to reduce the burden of daily cooking while maintaining or improving dietary quality.
Which category is characteristic of male purchases?
Due to health consciousness, the 'salad' category is popular, with men accounting for half of the purchase share.
What is the future outlook for the deli market?
With the aging population, demand for convenient deli foods among seniors is expected to remain strong.