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Over-55s' Eating Habits - UK - September 2011

This report examines:

  • the eating habits of the over-55s, and assesses how they differ by segment and in comparison to the under-55s
  • whether today’s over-55s are any more adventurous in their eating habits, and how best to capitalise on the opportunities the market presents
  • the cooking habits of the over-55s and their preference for cooking from scratch
  • where older consumers shop and what factors influence their decision when planning where to shop.

They somewhat eschew convenience food categories such as pizza, cook-in sauces, fresh or dried pasta and noodles and snacks, which are more popular with younger consumers.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The landscape
              • Figure 1: Trends in the age structure of the UK population, 2006-16
            • Catering to smaller households
              • The future
                • Market factors
                  • Opportunities to premiumise among the large minority of ABs
                    • Healthy finances in retirement for a sizeable minority
                      • The over-55s take a proactive attitude towards health
                        • The consumer
                          • Traditional repertoire
                            • Figure 2: Selected foods eaten – under-55s vs over-55s, 2010
                          • An unadventurous mindset
                            • Figure 3: Attitudes towards eating habits – under-55s vs over-55s, 2010
                          • The over-55s like to plan ahead before shopping and shop wisely
                            • Figure 4: Agreement with the statements ‘I decide what I want before I do the weekly shopping’ and ‘I always use money-off coupons and vouchers’, by age, 2010
                          • What we think
                          • Issues in the Market

                              • How can manufacturers, brands and retailers encourage the over-55s to experiment more with food?
                                • How much potential is there for premiumisation?
                                  • Should the food industry actively target the older consumer or rely on subtler messaging?
                                    • Could online retailers do more to attract the over-55s?
                                      • How can snack categories engage the older consumer?
                                      • Future Opportunities

                                          • The Power of One
                                            • Guiding Choice
                                            • Market Environment

                                              • Key points
                                                • An ageing population that is living longer
                                                  • Figure 5: Trends in the age structure of the UK population, 2006-16
                                                  • Figure 6: Forecast population trends, by age, 2006-11 and 2011-16
                                                • Catering to smaller households
                                                  • Figure 7: Household size profile of over-55 population, by age, 2010
                                                • An unadventurous mindset
                                                  • Figure 8: Attitudes towards eating habits – under-55s vs over-55s, 2010
                                                • Using travel as a means of inspiration
                                                  • Ethical shoppers
                                                    • Figure 9: Agreement with selected lifestyle statements, by age, 2010
                                                • Household Income and Expenditure

                                                  • Key points
                                                    • Opportunities for premiumisation
                                                      • Figure 10: Socio-economic composition of UK over-55 population, by age, 2010
                                                    • Incomes lower but assets high
                                                      • Figure 11: Household income, by age, 2010
                                                    • Enjoying a healthy financial situation in retirement
                                                      • Figure 12: How respondents would describe their financial situation, by age, July 2011
                                                    • Home ownership
                                                      • Figure 13: Tenure profile of the over-55 population, by age, 2010
                                                    • The over-55s prioritise dining out, investments/savings and travel
                                                      • Figure 14: Items and activities extra money is spent on, by age, July 2011
                                                  • Healthy Living

                                                    • Key points
                                                      • The over-55s are eating more healthily
                                                        • Figure 15: Attitudes towards health – under-55s vs over-55s, 2010
                                                      • Salt content is a concern
                                                        • Figure 16: Trends in usage of high salt/sodium, by age, 2010
                                                      • Opportunities for healthier categories and functional food
                                                        • Figure 17: Complaints suffered from in the last 12 months, by age, 2010
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Asia leads the way on catering to the over-55s
                                                          • Figure 18: New product launches aimed at seniors (aged 55+) in the global food market, by country, 2009-11*
                                                        • Packaging that is appropriate for older consumers
                                                          • Nostalgia plays a role in packaging
                                                            • The West falls behind
                                                              • Opportunities for retailer-led targeting
                                                              • The Consumer – Eating Habits

                                                                • Key points
                                                                  • The over-55s prefer traditional foods
                                                                    • Figure 19: Selected foods eaten – under-55s vs over-55s, 2010
                                                                    • Figure 20: Eating habits – under-55s vs over-55s, 2010
                                                                  • Eschewing more convenient categories
                                                                    • Figure 21: Selected foods eaten – under-55s vs over-55s, 2010
                                                                  • The over-75s overtrade in almost all categories
                                                                    • Figure 22: Index of selected foods eaten by the over-75s (population average = 100), 2010
                                                                  • A lack of adventure displayed by the over-55s
                                                                    • Figure 23: Net difference* between attitudes towards eating habits – under-55s vs over-55s, 2010
                                                                • The Consumer – Snacking Habits

                                                                  • Key points
                                                                    • The over-55s are less inclined to snack
                                                                      • Figure 24: Attitudes towards snacking – under-55s vs over-55s, 2010
                                                                    • Over-55s snack sporadically at home
                                                                        • Figure 25: Index of frequency of snacking at home – under-55s vs over-55s (average = 100), 2010
                                                                      • Snacking out of home
                                                                        • Figure 26: Index of frequency of snacking out of home – under-55s vs over-55s, (average = 100), 2010
                                                                    • The Consumer – Shopping Habits

                                                                      • Key points
                                                                        • Older consumers rate customer service
                                                                          • Figure 27: Index of attitudes towards shopping – under-55s vs over-55s (average = 100), 2010
                                                                        • Planning ahead to ensure value for money
                                                                          • Figure 28: Agreement with the statements ‘I decide what I want before I do the weekly shopping’ and ‘I decide what I want before I do the weekly shopping’, by age, 2010
                                                                          • Figure 29: Agreement with the statements ‘I decide what I want before I do the weekly shopping’ and ‘I always use money-off coupons and vouchers’, by socio-economic group and age, 2010
                                                                        • Although there are opportunities for premiumisation
                                                                          • Figure 30: Agreement with the statement ‘When doing the household shopping I budget for every penny’, by socio-economic group and age, 2010
                                                                          • Figure 31: Most popular ways in which shopping habits have changed in the last 12 months, by age, March 2011
                                                                          • Figure 32: Agreement with the statement ‘I often choose what food to buy based on what looks good in-store’, by age, July 2011
                                                                        • Where do the over-55s shop?
                                                                          • Barriers to online shopping
                                                                            • Figure 33: Frequency of shopping online for groceries, and plans to shop online for groceries, by age, July 2011
                                                                        • The Consumer – Cooking Habits

                                                                          • Key points
                                                                            • Cooking from scratch remains a preference for the over-55s
                                                                              • Figure 34: Index of attitudes towards cooking – under-55s vs over-55s (average = 100), 2010
                                                                            • Although this drops for the over-75s
                                                                              • Figure 35: Index of attitudes towards cooking, by age (average = 100), 2010
                                                                          • Appendix – Market Environment

                                                                              • Figure 36: Marital status profile of the over-55 population, by age, 2011
                                                                          • Appendix – Household Income and Expenditure

                                                                              • Figure 37: Working status profile of over-55 population, by age, 2011
                                                                              • Figure 38: Level of investible assets, by age, December 2010
                                                                          • Appendix – Healthy Living

                                                                              • Figure 39: Health habits, by demographics, 2010
                                                                              • Figure 40: Health habits, by demographics, 2010
                                                                              • Figure 41: Health habits, by demographics, 2010
                                                                              • Figure 42: High salt/sodium content, by demographics, 2010
                                                                          • Appendix – Eating Habits

                                                                              • Figure 43: Use of selected convenience foods, by age, 2010
                                                                          • Appendix – Snacking Habits

                                                                              • Figure 44: Snacking habits, by demographics, 2010
                                                                              • Figure 45: Frequency of snacking at home, by demographics, 2010
                                                                              • Figure 46: Frequency of snacking at home, by demographics, 2010
                                                                              • Figure 47: Frequency of snacking out of home, by demographics, 2010
                                                                              • Figure 48: Frequency of snacking out of home, by demographics, 2010
                                                                          • Appendix – Shopping Habits

                                                                              • Figure 49: Shopping habits, by demographics, 2010
                                                                              • Figure 50: Shopping habits, by demographics, 2010 (continued)
                                                                          • Appendix – Cooking Habits

                                                                              • Figure 51: Cooking habits, by demographics, 2010

                                                                          Companies Covered

                                                                          • American Heart Association, Inc.
                                                                          • Council of Mortgage Lenders
                                                                          • Danone UK Ltd
                                                                          • Food Standards Agency
                                                                          • Government Actuary's Department (GAD)
                                                                          • Holland & Barrett Retail Ltd
                                                                          • J. Sainsbury
                                                                          • Kantar Media
                                                                          • Marks & Spencer
                                                                          • Nintendo UK Entertainment Ltd
                                                                          • Pret A Manger
                                                                          • Tesco Plc
                                                                          • Waitrose

                                                                          Over-55s' Eating Habits - UK - September 2011

                                                                          £1,995.00 (Excl.Tax)