Boomers & Beyond: Marketing Food to the Over-Fifties

 

The reasons people do what they do and buy what they buy are the keys to understanding how to get them to buy more or to buy differently. Over time, these reasons change. The biggest change is in the over-fifty age group. Their health, physical activity, lifestyle, pocketbook, and attitude are key drivers. The IDDBA commissioned a study of 1,000 U.S. consumers over age fifty in order to look at the purchase drivers affecting their buying decisions and shopping patterns. Categories studied include physical vs. mental age, employment vs. retirement status, dietary and health considerations, marketing appeal and effectiveness, packaging size and ease of use, supermarket preferences, convenience issues, and lifestyle attitudes.

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$395 for IDDBA Members -- $795 for Nonmembers

 

The over 50 crowd is not rushing to buy
organic food:

  • Only 8% often buy it
  • 19% sometimes buy it
  • 22% rarely buy it
  • 49% never buy
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About IDDBA

Now in its 38th year, IDDBA specializes in promoting the dairy, deli, and bakery industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, video and CD-ROM training programs, management tools, an annual trends report, and a member directory of key industry contacts. Visit the International Dairy•Deli•Bakery Association's Web site, www.iddba.org, or call 608-238-7908, for the latest information on IDDBA's research, education, public affairs, and other industry activities.