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Don't overlook the over 65s: Here's what seniors want from food

By Katy Askew contact

- Last updated on GMT

The ageing population is a massive – if somewhat overlooked – opportunity for the food industry. Understanding consumer expectations in this segment is key to delivering relevant product innovations.

Millennials and generation Z are shaking up the food and beverage sector. Large corporations and big brands are struggling to build relationships and deliver products that are relevant to younger people.

Responding to these changes will be crucial to growth in the food and beverage space. But younger people aren’t the only ones whose expectations are changing.

Food innovation often takes older consumers somewhat for granted. Sure, many purchase behaviours are ingrained in the way people shop and eat, habits are built over years and age brings a degree of predictability to buying patterns. But the expectations of baby boomers are nevertheless evolving.

And, with Eurostat forecasts predicting one in four European consumers will be 65+ by 2040, isn’t this a segment that is too big to ignore?

DuPont Health & Nutrition conducted a study to identify the key purchase drivers that motivate older consumers. The results suggest that positive health outcomes are a crucial factor. DuPont used the survey to identify three pillars: muscle maintenance, gut health and immunity.

“A growing number of manufacturers are already acting on the opportunities to aim new food products at the healthy nutrition market,”​ said Leonardo Rubio Anselmi, regional beverage and bars marketing manager at DuPont. "Such insights help define the best market positioning for new products."

Check out FoodNavigator's video for further learnings from DuPont’s consumer research.

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