Eighty-three percent of the 50-year-old plus population agree that supermarkets understand their needs. Most of these consumers live in one- or two-person households. They want the option to buy smaller portions, and packaging that is easy to read, easy to open, re-sealable, spill-proof and environmentally friendly.
Of the 15 services the research survey asked about, the three most important to respondents were large overhead signs, senior citizen discounts and parking. On the second tier of importance were places to sit and rest throughout the store, electric sit-in shopping carts, a pharmacy and breaks in the middle of the aisles so that they don't have to walk down the entire aisle.
Moderator Comment: Are retailers already addressing the demands of older consumers identified in IDDBA's research? What areas are in greatest need of improvement?
Newspapers would appear to the major beneficiary of the IDDBA's findings. Nearly two-thirds of older consumers rely on newspaper ads for making food-purchasing decisions. Add in the need for larger type (translates to more ad pages) and do the math. Cha-ching. [George Anderson - Moderator]
RetailWire Special Offer: Order IDDBA's "Boomers and Beyond: Marketing Food to the Over-Fifties" at the member price of $395. Just enter the words "RetailWire special" in the comments window at the end of the order form. CLICK HERE.