The Seniors (50 years old+) age group is experiencing is growing as global populations age. This will have a fundamental impact on the center of gravity in CPG sectors. Within the food and drink market, Seniors attitudes and behaviors vary significantly from younger generations. This urges a rethink to position players "ahead of the curve" by understanding these increasingly important consumers.

Scope

- Detailed insights and analysis documenting the rise in the Senior population and how this differs on a regional basis

- In-depth and comprehensive quantitative and qualitative data covering the changing make up of populations, their attitudes and behaviors

- Detailed insights and analysis on the factors influencing Seniors' behavior in the field of food and non-alcoholic drinks

- Strategic conclusions and actionable recommendations on food and drink targeting the Senior audience

Highlights

Tastes and attitudes are subject to a significant degree of change as consumers grow older, as well as the importance of issues such as health and wellness. The rising average ages of major markets' populations makes Seniors an important demographic for the food and drinks industry but well-established preferences make them a difficult proposition.

Seniors are less interested than younger peers in actually trying new products, despite the consumer trend for experiential consumption. However, a majority still report that they are open to new things. Marketers' problem is the attitude-behavior gap between this and the low rate at which Seniors actually act on it when buying food and drinks.

Tapping into Seniors' convenience needs and convenience-seeking behaviors will be problematic; there is a clear desire for convenient options but antipathy towards products as ready meals. A more realistic goal may be to encourage pre-Seniors to maintain their convenience-seeking behaviors so they migrate them into the Senior life stage.

Reasons to Purchase

- Gain an understanding of Seniors' specific preferences and concerns in the field of food and drinks

- Use the latest evidence based insights to launch products, so that they are successfully positioned to meet the specific needs of Seniors

- Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments


Table of Contents



105 pages

Publication Date : February 2009