The 45+ Audience: How User Behavior Is Changing and What It Means for Creatives

The 45+ audience is the main driver of the nutra market.

But in 2026, their behavior has become even more selective and conscious.

How users aged 45–75 make decisions

This is not an impulsive audience.

They:

• read carefully
• compare options
• think before acting
• trust logic over emotions

The classic “shock → fear → buy” funnel does not work here.

Why aggressive creatives burn out

Loud promises, pressure tactics, and “last chance” messaging:

• reduce trust
• increase rejection rates
• negatively affect approval rates

The 45+ audience responds better to:

• a calm, respectful tone
• clear and understandable messaging
• logic framed as “right for my age”

How to increase CR without changing traffic

Often, it’s enough to:

• adjust wording
• remove aggression
• add explanations of why the product works

Conversion rates grow without additional spend.

The 45+ audience doesn’t buy through emotions –

they buy through trust and understanding.