In the survey the respondents were given 82 food categories and were asked how often they consumed each category and why.
The results showed that although convenient products aimed at busy city workers, they were becoming increasingly popular amongst over 55s, as 17.1% of their consumption was motivated by this need. According to Canadean, manufacturers who only targeted the busiest consumers were missing a large proportion of potential customers.
“At the moment there are very few global products targeted directly at older consumers and these tend to be more functional,” said Kirsty Nolan, analyst from Canadean.
No need to be patronising
As old age is often accompanied by a loss of strength and dexterity in hands and wrists, some producers aimed to make their products more accessible to older consumers.