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May 1, 2002

USA: Food marketers told to focus on age, gender when targeting “maturing adults”

Food marketers could best target “maturing adult” consumers in the US by focusing on the themes of age and gender rather than income or education, according to a new national survey of 500 mature adults.

Food marketers could best target “maturing adult” consumers in the US by focusing on the themes of age and gender rather than income or education, according to a new national survey of 500 mature adults.

This section of society, aged 55- to 74-years old, believe they are controlling their health through their diet, however despite generally “talking thin”, about 51% acknowledged in the survey that they eat fastfood at least once a fortnight. However 50% of the group identifies fruit as their favourite healthy snack, with apples and bananas most popular.

Meanwhile, the survey found that maturing adults are almost three times as likely to graze during the day rather than eat three full meals, and nearly 75% are aware of ethnic foods such as quesadillas and sushi.

The dine-out frequency is one of the few behaviours found to be tied to income and employment; 32% with income US$75,000 or greater dine out 3 times a week or more, while only 8% of those with income under US$35,000 dine out as often.

Importantly, this group has embraced technology, and nearly 75% have Internet access, with 6 in 10 of those with access logging on to the Internet daily or more often. More than 80% watch more than two hours of television daily and 6 in 10 own a cell phone.

“This consumer group is not sitting on the sidelines while younger people are jumping on hot trends regarding food, or even technology,” said Kimberly Egan, a partner at San Francisco-based Center for Culinary Development (CCD)/Wharf Research, the company that conducted the survey: “The real find here is that consumer marketers should be targeting adults by age and gender. It’s more life style/attitude marketing versus income target marketing.”

Related research: Marketing Food & Drinks to Senior Consumers: Targeting the Grey Market

The Grey Consumer Market (UK)

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What’s the forecast for the food and grocery industry?

The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
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What’s the forecast for the food and grocery industry?

The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
Enter your details here to receive your free Report.

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