The 'Older' Consumer: Food and drink purchasing patterns of the over-55s

In the next three years the over 55s will become the most significant group of consumers, in terms of both volume and value, but do we understand just how different the shopping habits of this group are, and who will be best placed to profit from them ? The basis for the report's analysis is TNS's 15,000 household SUPERPANEL data. This demographically representative consumer panel of actual food and drink purchasing is the largest and most robust source in the UK. Add to this Business Insights thorough examination of the elements and issues which create this group's unique set of purchasing patterns, and you have a timely, robust and invaluable piece of work
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The ‘Older’ Consumer Food and drink purchasing patterns of the over 55s


Executive Summary
Profile of older consumers
Market trends
The shopping trip
Brand dynamics
Conclusions

Chapter 1 Introduction to the Seniors

Market
Introduction

hapter 2 Profile of Older Consumers

Summary
Introduction
Moving beyond pure age-based segmentations
Blurring the age lines
Non-linear ideas of consumer progression
Where age-based segmentations have relevance
Consumer attitudes
Time pressures and convenience
Attitudes towards snacking
Diet and health consciousness
Organic foods and the environment
Indulgence and premiumisation
Experimentation with food
Points going forward

Chapter 3 Market Trends

Summary
Introduction
Market size
Key product areas
Market growth
Frequency of purchase
Category penetration among older consumers
Points going forward

Chapter 4 The Shopping Trip

Summary
Introduction
Consumer attitudes
Preferred location for shopping
Planning the purchasing decision
Preferred retailers
Penetration
Spend per trip
Spend per trip by retailer
Spend per trip by product category
Retailer focus: Waitrose
Points going forward

Chapter 5 Brand Dynamics

Summary
Introduction
‘Older’ brands
Consumer attitudes
Receptiveness to advertising
Receptiveness to promotional activity
Brand choices and loyalty
Branded versus private label goods
Strong seniors market performers
Points going forward

Chapter 6 Conclusions

Growth of the seniors market
Redefining the ‘mainstream’ and the ‘seniors market’
Brand transition
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Table 2.1: Time pressures and convenience, by consumer age, 2002 29
Table 2.2: Attitudes towards snacking, by consumer age, 2002 31
Table 2.3: Diet and health consciousness, by consumer age 2002 34
Table 2.4: Organic foods and the environment, by consumer age, 2002 37
Table 2.5: Indulgence and premiumisation, by consumer age, 2002 39
Table 2.6: Experimentation with food, by consumer age, 2002 41
Table 4.7: Preferred location for shopping, by consumer age, 2002 64
Table 4.8: Planning the purchasing decision, by consumer age, 2002 67
Table 5.9: Receptiveness to advertising, by consumer age, 2002 84
Table 5.10: Receptiveness to promotional activity, by consumer age, 2002 86
Table 5.11: Brand choice and loyalty, by consumer age, 2002 88



Figure 1.1: Moving beyond pure age-based segmentations 8
Figure 1.2: Summary of older consumers’ attitudes 9
Figure 1.3: Expenditure by the under-55 age group compared to the senior age group (£ million), 2002 10
Figure 1.4: Category penetration among older consumers by retailer (%), 2002 12
Figure 1.5: Where older consumers do their shopping, 2002 13
Figure 1.6: Waitrose: Simple values, effective advertising 15
Figure 1.7: Strong seniors market performers 17
Figure 1.8: Growth of the seniors market, 1992—2006 18
Figure 2.9: Moving beyond pure age-based segmentations 24
Figure 2.10: Dispelling linear models of consumer progression 25
Figure 2.11: Where consumers ‘are’ versus where consumers ‘have come from’ 27
Figure 2.12: Time pressures and convenience, by consumer age, 2002 28
Figure 2.13: Attitudes towards snacking, by consumer age, 2002 30
Figure 2.14: Diet and health consciousness, by consumer age 2002 32
Figure 2.15: Organic foods and the environment, by consumer age, 2002 35
Figure 2.16: Indulgence and premiumisation, by consumer age, 2002 38
Figure 2.17: Experimentation with food, by consumer age, 2002 40
Figure 2.18: Summary of older consumers’ attitudes 42
Figure 3.19: Expenditure by age group (£m), 2002, 47
Figure 3.20: Expenditure by age group (£m), 2002 48
Figure 3.21: Key product areas for older consumers, 2002 49
Figure 3.22: Seniors market growth by category (%), 1992—2002 52
Figure 3.23: Staples, transitional and youth categories, 1992—2002 54
Figure 3.24: Frequency of purchase, by age group, 2002 55
Figure 3.25: Category penetration among older consumers by retailer (%), 2002 57
Figure 4.26: Preferred location for shopping, by consumer age, 2002 63
Figure 4.27: Planning the purchasing decision, by consumer age, 2002 65
Figure 4.28: Where older consumers do their shopping, 2002 68
Figure 4.29: Growth in expenditure at each retailer (%), 1992—2002 69
Figure 4.30: Penetration versus share of expenditure for each retailer, 2002 70
Figure 4.31: Spend per trip in each retailer (£), 2002 71
Figure 4.32: Spend per trip by product category (£), 2002 73
Figure 4.33: Waitrose: Simple values, effective advertising 75
Figure 5.34: New product launches by region and target audience (% of overall launches), 1998— 2000 81
Figure 5.35: Receptiveness to advertising, by consumer age, 2002 82
Figure 5.36: Receptiveness to promotional activity, by consumer age, 2002 85
Figure 5.37: Brand choice and loyalty, by consumer age, 2002 87
Figure 5.38: Expenditure on branded versus private label goods (%), 2002 89
Figure 5.39: Strong seniors market performers 90
Figure 5.40: Common and age-sensitive brands 91
Figure 5.41: Brand fragmentation and consolidation 92
Figure 5.42: Leading seniors market brands 94
Figure 6.43: Growth of the seniors market, 1992—2006 98
Figure 6.44: Assimilation of the seniors market into the mainstream 100
Figure 6.45: Moving beyond pure age-based segmentations 101
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