Generation gap - food marketers not reaching seniors
disease but many food companies are failing to reach the consumers
most concerned by these diseases, writes Dominique Patton.
While food companies have begun to recognise the potential in reaching older consumers, their marketing campaigns do not often take the right approach, says a research analyst.
"Marketers are using stereotypes and shock tactics as well as focusing on negative images of getting old to promote their products," said Danielle Rebelo, consumer markets analyst at Datamonitor.
"But instead they should make their advertising as positive as possible," she told NutraIngredients.com.
The research firm says that seniors, or people over the age of 50, are not only the fastest growing group in the UK but also the most affluent. British seniors are also Europe's wealthiest.
Those aged 50-64 have a disposable income 56.5 per cent higher than the national average and their spending power has increased by almost 30 per cent in the last five years.
This group also tends to be prepared to invest in their quality of life, using health-promoting foods to ward off disease.
But they are also more experienced with 'marketing spin' than younger consumers so they tend to research decisions. The Internet has allowed seniors to do so much more easily.
As a result, websites to accompany products will appeal to seniors' thirst for knowledge.
"For example, the Flora ProActiv website provides information on common ailments experienced by seniors, such as heart problems and high cholesterol levels. The website also provides information on how to improve the heart and lower cholesterol levels with general tips such as not smoking…" comments Rebelo's recent report, 'Older consumers: destroying marketing myths'.
"Thus the website does not focus on promoting Flora ProActiv explicitly but provides information seniors can use which promotes trust and respect for the brand," it adds.
Danone's probiotic drink Actimel is another product that has carefully targeted all age groups, without excluding the senior segment of the population.
And a campaign running in the UK for Cereal Partners' Honey Nut Shredded Wheat brand has succeeded in communicating that the product is suitable for all ages, while stressing the health benefits of wholewheat for older consumers.
"Seniors aspire to be younger than their chronological age and are prepared to take action to prevent being perceived as 'old'. Shifting the centre of gravity involved marketers targeting a younger age group to appeal to an older age group," notes the Datmonitor report.
For example, toothpaste brand Macleans 40+ is actually targeted at the 50+ market.
"Age-based marketing is increasingly counterproductive as age becomes less useful for defining peoples' values, attitudes and behaviours. Effectively executed ageless marketing has the benefit of being able to reach a wider audience other any other type of marketing because it is not exclusionary," added Rebelo.
In 2003 there were almost 7 million workers aged over 50 in the UK and their number is set to increase at an annual rate of 3 per cent over the next five years to reach 8 million in 2008.
