The article provides a detailed analysis of the main approaches to periodization of senior age consumers’ cohorts. The definitions of «senior consumers» and «senior age cohorts» are given. Particular attention is paid to the approaches to segmentation of «senior consumers». The concepts of «new senior consumers» as a special socio-demographic group possessing specific values and consumer behavior are identified. The paper proposes to single out the concept of «generation» for the operationalization of senior age consumers’ cohorts.
