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Openness to trying newly launched brands among consumers aged 55 years and older in the United States in 2023 and 2026

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Sources

Release date

March 2026

Region

United States

Survey time period

March 2023 and March 2026

Number of respondents

4,953*

Age group

55 years and older

Supplementary notes

* Total number of respondents in 2023 and 2026; the source does not specify the number of respondents answering this question each year.

The source does not specify the survey type.

Citation formats

Openness to trying new brands among consumers aged 55+ in the U.S. 2023-2026

Published by ÌÇÐÄÆƽâ°æ Research Department, Apr 29, 2026

As of March 2026, around ** percent of consumers aged 55 and older surveyed in the United States reported being very open to trying newly launched brands, up from ** percent three years earlier, in March 2023. The share of respondents saying they were not open to trying new brands at all remained the same: ** percent.

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