Elderly consumers willing to try new products

We tend to think of elderly people as being stuck in their ways and unwilling to try new things, but a new study has shown that this isn’t the case - at least when it comes to food. Researchers have found that half of all elderly consumers readily accept new foods.

But there is a catch: these new products should be similar to or evoke traditional products and flavours while also be health enhancing, have the right nutrient profile for elderly people and be full of flavour.

Teaming up with a group of sociologists from ADIMEN and chefs from top restaurant Mugaritz, Spanish organisation AZTI-Tecnalia is working to develop new foods adapted to the needs of the population aged 65+. They are also expanding this into new food development for people aged 40-50 - known as pre-seniors or young seniors.

Consumers aged 50 to 70 are generally concerned about their health, the researchers found. Of particular concern is cardiovascular disease, cancer and digestive health.

The researchers say the food industry should focus on elderly consumers as they have significant purchasing capacity and are willing to try new products. To capture the sector, AZTI is designing new products that are flavoursome yet traditional and sport labelling that incorporates clear messages about their health benefits.

The study found that senior consumers feel they don’t identify with products currently on the market, with labelling messages neither addressing their needs nor coinciding with the perception they have about their own health.

The second edition of the symposium Growing Young will focus on addressing the needs of the over-sixties market. Organised by AZTI-Tecnalia, the symposium will be held in Bilbao on 26 and 27 May 2015. For more information, visit the AZTI-Tecnalia website: www.azti.es.