Almost six out of ten said they were “offended” and 56 per cent said they found them “patronising.” Only one Londoner in ten over the age of 65 said they found such adverts appealing.
The number of adults of a pensionable age is forecast to grow by 29 per cent to 15.9m between 2018 and 2043 according to the ONS.
Adrienne MacAulay, co-founder and chief product officer of Parsley Box, which makes ready meals aimed at older consumers, said: “The baby boomer plus demographic has significant spending power, yet they are consistently misunderstood by brands.
“This research has shone a light on how much brands are failing to connect with this audience, with very few people identifying with either the products or the people in the adverts.
“Reports of people seeing products suited to an older less independent audience evoke images of stair lifts, orthopaedic shoes, and cruise holidays, and reinforces how misunderstood the lifestyle of this section of society is.
“The fact that people are actually feeling offended and patronised shows just how far brands need to go in their marketing campaigns.”