- The Ageing Population
- What this means for the food industry
- What over 65's look for
- Healthy foods
 

The Ageing Population

The UK population is forecast to grow from around 60 million in 2008 to 71.6 million in 2033. Part of this growth is being driven by an ageing population.

In December 2009 the Office for National Statistics reported that the proportion of the UK population aged under 16 had dropped from 25% in 1971 to 19% in 2008. At the same time, the proportion aged 65 and over had risen to 16% compared to 13% in 1971. This trend is projected to continue.

By 2031, 22% of the population will be aged 65 and over compared to 18% aged 16 or younger.
 

UK Population Age Structure

Source: Office for National Statistics; General Register Office for Scotland;
Northern Ireland Statistics and Research Agency
Mid-year estimates for 1971 to 2008, 2008-based projections for 2031

The fastest increase has been in those aged 85 and over, the ’oldest old‘.

• In 1983, there were just over 600,000 people in the UK aged 85 and over
• Since then, the numbers have more than doubled, reaching 1.3 million in 2008
• By 2033 the number of people aged 85 and over is projected to more than double again to reach 3.2 million, and to account for 5% of the total population

Many of these older people lead highly active lifestyles, benefiting from increased life expectancy, higher levels of disposable income and improved levels of healthcare. Retirement is no longer a brief period at the end of life, but one that can last for many years.

However retirement does not necessarily represent the ‘freedom’ that we hope it offers. There is considerable polarisation of wealth and life satisfaction among this major sector of the population, reflecting the difference between those on the basic state pension only and those that have made additional financial savings.
 

What this means for the food industry

As highlighted in previous IGD research (Source: The Golden Generation, 2008), key priorities for older shoppers include smaller pack sizes and healthy product formulations. The demand for different meal solutions will be partly dependent upon their approach to meal preparation.

Different types of shoppers have been identified:

• Experimenters - 43% of older shoppers like to try new foods and prefer to cook from scratch
• Convenience seekers - 18% of over 50s like to try new foods and don't mind having pre-prepared foods
• Traditional - 25% of older shoppers are traditional in their outlook, preferring to stick to the food they already like rather than trying new things
   

What over 65's look for

IGD’s latest shopper research identifies some of the areas which are more important to older shoppers when food shopping:
 

1. Convenience

When it comes to deciding where they will shop, convenience plays an important role for the over 65s.

• 62% of shoppers aged over 65 choose their main store for food shopping based on the fact that it is easiest for them to get to
• Just over half (52%) of shoppers under 65 mention this as a driver of store choice
• One fifth (20%) of older shoppers (over 65) chose a store that ‘is not too big so I can shop quickly’, compared with 12% of those under 65

2. Customer Service

• Over one quarter (28%) say that they chose a store because they like the customer service or the attitudes of the staff
• This compares with only 15% of those aged under 65.

3. Local and British

The over 65s have a strong disposition for purchasing local and British food.

• Over one third (35%) of shoppers aged over 65 would be willing to pay extra for locally produced food compared with just over one quarter (27%) of those under 65
• Their main motivation for buying local food is that it is fresher - 69% of older shoppers mention freshness compared with 53% of those under 65
• Supporting local producers and local retailers is also a stronger motivation for older shoppers
• Information relating to provenance is more important for older shoppers with more of this group looking for information on products relating to sourcing.  

When looking at shoppers’ production concerns, 23% are concerned about the distance the food has travelled to reach the shop while 16% are concerned about whether or not the methods of food production help look after the British countryside.

This compares with 14% and 8% of people aged under 65 respectively.
 

Provenance and over 65s

Source: IGD Shopper Trends 2010 report
 

Healthy foods

As the population is getting older, health issues will become an increasing concern. IGD research on health (Food for Life 2008) found that as shoppers get older they change their approach to what they eat.

Changes may be impacted by medical conditions but also by a growing recognition of the importance of diet to an individual’s health.

Older shoppers are most likely to indicate that they have changed their diet on the recommendation of a doctor. Foods that reduce cholesterol, are good for the heart or reduce signs of ageing particularly appeal to these shoppers.
 

Benefits for older shoppers

Percentages shown are those which are significantly different to shoppers in younger age groups

Base: All main shoppers (N=1,080) Source: IGD Consumer Unit 2008

• More recent research (Shopper Trends 2010) has shown that shoppers aged over 65 are more likely (30%) to cut down salt than those under 65 (21%) as part of an approach to a healthier lifestyle
   
• Over 65’s were also more likely than those under 65 to look for functional foods with 26% of the older group saying that they eat foods that claim to help lower cholesterol, improve digestive system or provide other added benefits. This compares with 14% of under 65’s
   
• This claim correlates with those saying they had specifically purchased products making added benefit claims (25% of over 65s compared with 18% of under 65s)

Older consumers in the future will form a key market for providers of many goods and services but making the most of this opportunity will require a clear understanding of their particular needs and aspirations.

	Related Items on IGD.com: Factsheets: - Population Trends