Understanding heterogeneity among elderly consumers: an evaluation of segmentation approaches in the functional food market

Abstract

It is beneficial for both the public health community and the food industry to meet nutritional needs of elderly consumers through product formats that they want. The heterogeneity of the elderly market poses a challenge, however, and calls for market segmentation. Although many researchers have proposed ways to segment the elderly consumer population, the elderly food market has received surprisingly little attention in this respect. Therefore, the present paper reviewed eight potential segmentation bases on their appropriateness in the context of functional foods aimed at the elderly: cognitive age, life course, time perspective, demographics, general food beliefs, food choice motives, product attributes and benefits sought, and past purchase. Each of the segmentation bases had strengths as well as weaknesses regarding seven evaluation criteria. Given that both product design and communication are useful tools to increase the appeal of functional foods, we argue that elderly consumers in this market may best be segmented using a preference-based segmentation base that is predictive of behaviour (for example, attributes and benefits sought), combined with a characteristics-based segmentation base that describes consumer characteristics (for example, demographics). In the end, the effectiveness of (combinations of) segmentation bases for elderly consumers in the functional food market remains an empirical matter. We hope that the present review stimulates further empirical research that substantiates the ideas presented in this paper.

Protein for Community-Dwelling Older People: Aspects That Influence the Perception of Commercially Available Protein Drinks

“…One aspect that is continually mentioned in the literature is the heterogeneity in older people due to their long and different life experiences (39)(40)(41). With regard to our study, a significant differentiated perception within the target group was not observable.…”

Understanding heterogeneity in decision-making among elderly consumers: the case of functional foods

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“…When studying heterogeneity among consumers in the functional food market, preferences and behaviour are argued to be a better starting point than perceptions such as appropriateness (for a review, see van der Zanden, van Kleef, de Wijk & van Trijp, 2014b). Consumer perceptions are often similar (e.g.…”

Impact of Food Sustainability Labels on the Perceived Product Value and Price Expectations of Urban Consumers

“…Consumers, particularly in wealthier societies, are confronted with complex food choices as a result of possible conflicting interests between individual objectives (direct benefits for the buyer) and long-term collective goals (benefit the environment/planet, positive economic, society and health outcomes in the future). In this regard, today's food consumption cannot be fully explained by socio-demographic factors (such as age and income), but there is a need for broader perspective [1,[34][35][36]. As a consequence, in addition to socio-demographic characteristics many other variables (such as personality characteristics, values and lifestyles, actual behaviour) are used to identify homogenous consumer groups and effective communication strategies around sustainable food consumption [9,37,38].…”