Marketing Food and Beverage Products

Abstract

This chapter summarizes existing knowledge on aging and buying habits of older consumers as they apply to food and beverage products, food stores and supermarkets, and restaurants. It presents information relevant to the mature consumer’s shopping preferences for food and beverage products; and includes information on factors that motivate the mature consumer to purchase specific products and brands and on the effectiveness of various marketing stimuli and offerings, such as sales promotions. The chapter builds upon general recommendations offered in Chap. 4 to suggest marketing strategies and tactics specifically relevant to the manufacturing and distribution of food and beverage products. The materials presented suggest the importance of understanding the aging processes older consumers experience that determine to a large extent their needs and preferences for food products and various retail outlets. They help in designing and modifying food and beverage products as well as retail environments to accommodate the physiological, psychological and social changes that occur with advancing age in late life.