Modules

Module 1 – The Senior’s Food Market Opportunity

Module 2 – The Healthcare and Nutritional Needs of Seniors

Module 3 – Food Fortification for Health Management

Module 4 – Designing New Foods for Seniors

Module 5 – The 5 Phases of New Product Development

Module 6 – Nutrition and Health Claims

Module 7 – Innovative Packaging and Food Labelling

Module 8 – Sensory Analysis and Consumer Testing

Module 9 – Seniors’ Unique Barriers and Needs

Module 10 – Using Innovation to Create Opportunities

Module 11- The Design Thinking Process

Module 12 – Researching Senior Consumers’ Needs

Module 13 – Effective Marketing Approaches to Senior Consumers

Module 14 – Business Models for the Seniors Market

Module 15 – Creating a Seniors Food Marketing Strategy

Module 16 – Brand Building for the Seniors’ Market

Resources

Food with a side of science and history. Every other week co-hosts Cynthia Graber, and Nicola Twilley serve up a brand new episode exploring the hidden history and surprising science behind a different food- or farming-related topic, from aquaculture to ancient feasts, from cutlery to chile peppers, and from microbes to Malbec.

More reading materials

Silver Food Market Size by Product (Meal Box, Supplements), By Distribution Channel (Senior Care Facilities, Hospitals, Grocery Stores, Online Portals, Restaurants), Industry Analysis Report, Regional Outlook, Application Growth Potential, Price Trends, Competitive Market Share & Forecast, 2019 – 2025

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While the broad and growing leisure, culture and entertainment sector is rapidly adapting to marketing, little is known about segmentation in this field. The sector has customer and transaction databases of very good quality, but usage-based segmentation in this new field poses new problems, as hedonic consumption goods are importantly different from other consumer goods. The type of consumer choice behavior suggested in the literature demands a segmentation of category purchase incidence identified transaction data based on Latent Class Analysis. We illustrate such an approach to a library transaction database. The article concludes with a reflection on the results and suggests further directions for research.

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This paper deals with older consumers’ cognitive age (i.e., the age they feel), which is self-assessed as systematically lower than their chronological age (i.e., their actual age). Such a tendency would lead older consumers to display attitudes and purchasing behaviours, which are not typical of people of their real age.

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Discusses five barriers to new product adoption by older people. Offers marketing solutions to these barriers: sell value, communicate through children, segment the elderly market, design intergenerational products, utilize relationship marketing and promote product trials. Concludes that marketing innovations to the elderly is different than for other age groups, with a requirement to focus specifically on need, not newness.

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This paper investigates elderly consumers’ new roles and related implications for business strategies from a consumer behaviour perspective.

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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.

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