"We actually found consumers much older than that, with an appreciation for fine things in whatever category."

But plaintiffs in these cases are not just any old consumers.

"I call these older consumers the scientists of purchasing," he said.

Among individuals, older consumers (age 50 and higher) accounted for 61% of the orders.

"It was possible that an older consumer could save more than $30 on a single prescription," the report said.

Overall, marketers say, older consumers need to be made comfortable.

"Many times, that is not necessarily friendly to an older consumer."

The biggest jump in alcohol use came among consumers 55 to 64 years old.

The older consumer, then, is seen as an object of charity.

It is bad business to ignore the older consumer, and doing so leaves everyone the poorer.