The demographic shift will lead to more than 40% of consumer spending being made by individuals over 60 in the next generation. The senior target group is thus increasingly coming into focus for marketing research. This study provides an overview of the consumption behavior of seniors. What criteria do the "Best Agers" use to make their purchasing decisions? What role do brand, price, and quality play? What importance does sustainability have in product selection? Which information channels do they use, and what is their attitude towards advertising? Additionally, the study analyzes consumption-specific differences in the consumption behavior of the 60-plus generation in both the new and old federal states. Is there even a unified senior market? Or are there significant differences between East and West Germany?.