シニア層向け食品のマーケティング差別化...市場調査レポートについてご紹介

Introduction

Targeting consumers aged 55 and over will be crucial to food brands’ profitability

Debunking the myth associated with an aging population

Disruptive NPD and age specific products are becoming increasingly unnecessary as differences between age groups become increasingly blurred and age stereotypes outdated

The aging population of developed economies seeks convenient and indulgent options at justified prices

Indulgence is important for senior consumers

A new found sense of freedom means seniors want to free up time spent on chores

Health is important to senior consumers – but it is more around making small changes than wholesale changes

Value for money is everything for more discerning older consumers

The older generation of the developing economies can be targeted with value for money offering that enhance their traditional values

Value for money and means of support are among the factors that need to be taken into account when analysing the attitudes of senior consumers

Senior consumers are finding themselves at a tipping point between traditional and modern values

Disease and health maintenance should be a core focus of product positioning

Improved safety and convenience should also be positioned around helping facilitate the senior consumers’ lifestyles in their older age

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