TURNING 50 IS WHEN BRITS STOP FEELING ‘YOUNG’ …BUT NOT WHEN THEY FEEL ‘OLD’

New study reveals 50 is the new ‘middle age’
Groaning when bending down (42%) and sitting to put socks on (32%) are among the top signs we’re ageing
Yet more than a quarter of 28% of over 50s say they’re happier than in their 30s
And 43% of over 60s don’t feel ‘old’

London: xxth February 2026:

Britons now say “old age” doesn’t begin until your 80s - despite most admitting they feel signs of it by 50. Tell-tale signs you’re getting older include sitting down to put your socks on, seeing your old clothes come back into fashion - and saying ‘who?’ when watching the BRIT Awards.

A study of 5,000 over 40s across the UK has revealed that everyday habits such as preferring a quiet drink over a night out (39 per cent), caring less about the latest fashion trends (35 per cent) and discovering a recurring ache that doesn’t disappear (34 per cent), are among the indicators that you are creeping into old age.

The research was commissioned by American Pistachio Growers which has partnered with beloved British actor and comedian, John Thomson (The Fast Show, Cold Feet, Men Behaving Badly), to encourage mid-life Brits to embrace ageing positively and make simple lifestyle choices that support long-term health, vitality and longevity.

A third (33 per cent) of respondents in the study from OnePoll said they realised that they were no longer young when they started to notice a groan when bending down. Other signs to feature in the list include talking about your aches and pains with your friends (30 per cent), opting for a quiet pub over a loud bar (27 per cent) and naturally waking up at 6am (12 per cent).

It also emerged that 50 was found to be the milestone age when they started to feel they were no longer young. Despite this, perceptions of ageing are changing, with 38 per cent agreeing that being ‘old’ these days is when you reach your 80s rather than your 50s or 60s.

Thankfully, many respondents say they are taking proactive steps to age well. More than a third (36 per cent) have adopted healthy habits as they’ve got older in a bid to stay youthful, including taking vitamins or supplements, choosing healthier snacks (19 per cent) and eating more protein (17 per cent) to support strength and energy.

“Getting older is inevitable, but you can still live life to the full”, said John Thomson. “It’s about embracing experience, having a laugh about the realities of ageing and making small changes that actually make a difference. You don’t need to overhaul your life - just make some healthy tweaks to your daily routine.”

John has teamed up with TV nutritionist Rob Hobson to spotlight pistachios as a simple, everyday food that can be enjoyed as part of a healthy lifestyle as we age. Naturally nutrient-dense, pistachios are high in fiber and are one of the few plant-based foods that provide complete protein, which contributes to the maintenance of muscle mass. They are also a high source of vitamin B6, which helps reduce tiredness and fatigue as part of a balanced diet. Together, these qualities make pistachios a smart and convenient snack choice for those in mid-life looking to stay active and energised.

Rob Hobson commented: “Getting older isn’t about slowing down, it’s about making smarter choices. Simple habits like eating nutrient-rich snacks, staying active and prioritising sleep can help you feel youthful for longer. Age is just a number, but how you fuel your body makes all the difference.”

The old adage, ‘you’re only as old as you feel’ rings true, according to the study of over 40s. The research found that just 36 per cent of respondents said they feel old, with 27 per cent saying they are more comfortable in their own skin now than when they were younger.

Meanwhile, 18 per cent feel more satisfied with life than they did in their thirties, citing greater freedom, financial stability and pride in their children as key factors.

When we reach midlife, comfort increasingly trumps trends, with 39 per cent prioritising it over fashion. While the top leisure activity becomes going for walks (34 per cent), with 19 per cent spending time gardening or tackling DIY projects.

Healthy eating becomes more important with age, with 60 per cent of men and 61 per cent of women agreeing that they are now more health conscious. Avoiding illness (59 per cent), staying active (58 per cent) and maintaining independence (47 per cent) were cited as the top motivations.

Suzanne Devereaux–McKinstrie, Director, International Marketing, American Pistachio Growers, commented: “Getting older isn’t just about limitations, it’s about opportunities. It’s the perfect time to explore new hobbies, prioritise wellbeing and celebrate the confidence that comes with experience.”

“A big part of that is focusing on diet. Unshelling a classic snack such as an American pistachio can be a simple way to add nutrient-dense foods to your diet, supporting an active lifestyle and helping you feel ready to life’s opportunities.”

THE TOP SIGNS YOU’RE GETTING OLDER:

Talking about aches and pains with friends
Groaning when bending down
Preferring quiet venues to noisy ones
Preferring a quiet drink over a night out
Enjoying an early night
Not caring about the latest fashion trends
Thinking that new music isn’t as good as it used to be
A recurring ache that doesn’t disappear
Using phrases like ‘back in my day’ or ‘remember when…?’
Sitting down to put socks on
Caring less about how you look
Taking shoes off as soon as you get inside – slippers have become a necessity!
Noticing something you wore in your youth is now back in fashion
Starting conversations with ‘Do you remember when…?’
Reading menus at arm’s length
Talking to yourself
Moaning about politics
Feeling more confident/self-assured
Getting up at 6am naturally
First “Who?” when watching the Brit Awards

For more information, please contact:

Eloise Cantello - eloise.cantello@omc.com

Dan Whitehead – dan.whitehead1@omc.com

Lorem Ipsum

Tuesday, February 3, 2026

TURNING 50 IS WHEN BRITS STOP FEELING ‘YOUNG’ …BUT NOT WHEN THEY FEEL ‘OLD’

New study reveals 50 is the new ‘middle age’

Groaning when bending down (42%) and sitting to put socks on (32%) are among the top signs we’re ageing

Yet more than a quarter of 28% of over 50s say they’re happier than in their 30s

And 43% of over 60s don’t feel ‘old’

London: xxth February 2026:

Britons now say “old age” doesn’t begin until your 80s - despite most admitting they feel signs of it by 50. Tell-tale signs you’re getting older include sitting down to put your socks on, seeing your old clothes come back into fashion - and saying ‘who?’ when watching the BRIT Awards.

It also emerged that 50 was found to be the milestone age when they started to feel they were no longer young. Despite this, perceptions of ageing are changing, with 38 per cent agreeing that being ‘old’ these days is when you reach your 80s rather than your 50s or 60s.

The old adage, ‘you’re only as old as you feel’ rings true, according to the study of over 40s. The research found that just 36 per cent of respondents said they feel old, with 27 per cent saying they are more comfortable in their own skin now than when they were younger.

Meanwhile, 18 per cent feel more satisfied with life than they did in their thirties, citing greater freedom, financial stability and pride in their children as key factors.

When we reach midlife, comfort increasingly trumps trends, with 39 per cent prioritising it over fashion. While the top leisure activity becomes going for walks (34 per cent), with 19 per cent spending time gardening or tackling DIY projects.

Healthy eating becomes more important with age, with 60 per cent of men and 61 per cent of women agreeing that they are now more health conscious. Avoiding illness (59 per cent), staying active (58 per cent) and maintaining independence (47 per cent) were cited as the top motivations.

“A big part of that is focusing on diet. Unshelling a classic snack such as an American pistachio can be a simple way to add nutrient-dense foods to your diet, supporting an active lifestyle and helping you feel ready to life’s opportunities.”

THE TOP SIGNS YOU’RE GETTING OLDER:

Talking about aches and pains with friends

Groaning when bending down

Preferring quiet venues to noisy ones

Preferring a quiet drink over a night out

Enjoying an early night

Not caring about the latest fashion trends

Thinking that new music isn’t as good as it used to be

A recurring ache that doesn’t disappear

Using phrases like ‘back in my day’ or ‘remember when…?’

Sitting down to put socks on

Caring less about how you look

Taking shoes off as soon as you get inside – slippers have become a necessity!

Noticing something you wore in your youth is now back in fashion

Starting conversations with ‘Do you remember when…?’

Reading menus at arm’s length

Talking to yourself

Moaning about politics

Feeling more confident/self-assured

Getting up at 6am naturally

First “Who?” when watching the Brit Awards

For more information, please contact:

Eloise Cantello - eloise.cantello@omc.com

Dan Whitehead – dan.whitehead1@omc.com

Lorem Ipsum