Boomers & Beyond

 
Boomers & Beyond: Marketing Food to the Over-Fifties

The reasons people do what they do and buy what they buy are the keys to understanding how to get them to buy more or to buy differently. Over time, these reasons change. The biggest change is in the over-fifty age group. Their health, physical activity, lifestyle, pocketbook, and attitude are key drivers. The IDDBA commissioned a study of 1,000 U.S. consumers over age fifty in order to look at the purchase drivers affecting their buying decisions and shopping patterns. Categories studied include:

• physical vs. mental age
• employment vs. retirement status
• dietary and health considerations
• marketing appeal and effectiveness
• packaging size and ease of use
• supermarket preferences
• convenience issues
• lifestyle attitudes

Purchase behavior and consumption issues include:

• where, what, when, and how they buy
• purchase influences such as coupons, specials, samples
• organic vs. natural food purchases
• attitudes about price and value
• where meals are purchased and eaten; attitude toward brands
• health considerations that impact food purchases
• attitude toward food as medicine
• purchase of indulgence foods.

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For more information, please contact IDDBA's Education Department at 608.310.5000, or education@iddba.org