MIDDLE-AGED CONSUMERS… ARE THEY THE Dr Denise Conroy, a consumer behaviour expert with the University of Auckland, says middle-aged consumers are the “forgotten middle,” as food technologists woo the young, their parents, young adults and the elderly. Yet middle-agers are often couples on their own with two incomes and strong spending power, and are dismayed at being “lumped together” with everyone aged 60 and up. “Middle-age is difficult to describe and just not particularly interesting to those younger or older,” Conroy says. “They have different life experiences than those 70 and up, they understand nutrition better, they have been exposed to many different foods through travel, and they are more open to supplements and functional foods. “Mid-lifers need empathy, but they also need understanding. They have money and are willing to spend it on luxurious, meaningful and purposeful experiences. It’s time food and beverage technologists and manufacturers sought out these consumers’ voices, listened to them and respected what they have to say.” Conroy says middle-agers want to age well – better than their parents did – and understand the link between nutrition and health. “They aren’t worried about getting old, but ‘disappearing’,” she says. “They don’t want to be ugly, sluggish or non-vital. They are happy to pay a premium, are socially aware, 12 AUGUST 2016 are ‘conspicuous consumers’ and want to be seen to be consuming the right things. They just need to be listened to.” SO, is anyone listening? The Otago University Lifestyles Research Group carried out a cross-sectional health screening study several years ago, interviewing 4007 Maori, Pacific, Asian and European New Zealanders aged 35 to 74. It found some differences in dietary habits, food selections and cooking practices between participants, and a few contrasts in the range of foods, nutrients consumed and percentage contribution of carbs, fat or protein to total energy intake. The huge difference came in serving sizes and frequency of consumption. “The development of strategies to reduce serving sizes and the frequency of consumption of certain foods will be required to help address the major nutrition-related health problems in New Zealand,” the group said at the time. According to Conroy, very few food developers have taken up the gauntlet to any great extent since. In Canada, middle-aged consumers aged from 35 to 64 are considered to be unique in their buying patterns. Spread across a wide range of life stages, many are working and supporting children or elderly parents, or have just retired. The Canadian Government’s Global Consumer Trends report says these consumers have more disposable income, and are willing to pay more for higher quality, luxury products. “Older consumers are more willing to pay more for products that suit their individual needs,” the report says. “However, many are also becoming less materialistic as they age, and they are increasingly interested in organic, environmentally-friendly and sustainable products. More than a third are willing to pay more for products that have a low carbon footprint and are eco-friendly. “Although the purchasing decisions of these consumers are also very influenced by value, their perception of value differs compared to other age groups. Value for mid-life adults goes beyond price, focusing equally on quality and healthiness. This means that they are less likely to purchase food from the value menu, where value is determined by low prices.” Chinese estimates show that the middle aged and elderly health food market is growing expedentially, particularly given the rise of standards of living in both cities and rural areas. Seniors (expected to reach more than 10 per cent this year) are paying more to stay fit and healthy, and by 2050, that consumer market will jump to more than $22 trillion. “Food that mainly offers such benefits as regulating the immune system, fighting fatigue, anti-aging and regulating blood lipids (will be important),” a government report says. “Since the Chinese society is beginning to age, nutritional supplements and food targeting the elderly will be one of the leading products on the market.” It’s a message General Mills has heard loud and clear. The world’s sixth largest food company, the Minneapolis-based conglomerate has products (such as Yoplait, Cheerios and Betty Crocker) in more than 100 countries. Middle-aged consumers are very important because of the fast rate of growth, with 65 per cent of General Mills’ future growth directed at that demographic. Middle-aged consumers are a neglected consumer group in New Zealand and beyond, and research into how they choose food, what they buy and how they consume is critical to ensuring their needs are covered by food manufacturers developing new foods and beverages for a potentially huge audience. "If food developers do not relate their products to what is important for consumers, then consumers will not use those products" Jim Kirkwood of General Mills FORGOTTEN MARKET?
FT AUG 16
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