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As the population ages with declining birth rates and improved healthcare, so
 

 
the senior market will become more important across all industries.

 

 
This is especially the case for the food and drinks industry as senior consumers
 

 
may have special needs (smaller portions, specific added vitamins or medication)
 

 
and often have a high disposable income.

 

 


 

 


 

 
This report examines the most profitable consumer segmentations and evaluates
 

 
the best way for manufacturers to develop valuable new products and exploit opportunities
 

 
in the market through innovation.

 

 


 

 


 

 
Marketing Food and Drinks to Senior Consumers provides the market forecasts
 

 
that both manufacturers and retailers need to succeed in this growth market.

 

 
It analyses the dynamics of this large and diverse consumer group and provides
 

 
the complete guide to best practice in marketing to the senior consumer.
 

 

 

 
Marketing Food and Drinks to Senior Consumers provides the insight that
 

 
you need to market effectively to the over 50's, with clear and precise information
 

 
and recommendations, and analysis of both the current and future state of the
 

 
market.

 

 


 

 


 

 
It provides:

 

 


 

 
• Analysis of the main consumer, manufacturer and retailer drivers of the
 

 
market.

 

 


 

 
• Assessments of the most effective means of customer segmentation and
 

 
the impact of age and health on consumer attitudes.

 

 


 

 
• Identification of best practice in marketing food and drinks products
 

 
to senior consumers.

 

 


 

 
• Case study of the UK senior consumer featuring a countrywide consumer
 

 
survey of hobbies, interests, attitudes and financial status.

 

 


 

 
•A survey of 150 leading executives examining the development of the market
 

 
for the next five years.

Chapter 1: Introduction and definitions

Chapter 2: Market drivers

Chapter 3: Industry dynamics

Chapter 4: NPD in food and drinks

Chapter 5: Case study of UK consumers

Chapter 6: Survey results and conclusions