Recent data from the UK indicates that by 2030, nearly a quarter of the UK’s population will comprise people over the age of 65 and this sector will grow at a faster rate than the working age population.
This group is 27% more likely to snack and 30% more likely to snack on biscuits, most likely driven by cravings although more likely to be planned as health drivers become more pronounced.
Steve Gladwell, CMI Director of Pladis said consumer preferences to biscuits are changing. “More than half the population is looking for healthier options when grocery shopping, with 29% claiming they aim for healthy snacking”.
Surprisingly, Pladis found claims of “less sugar”. “low fat” and “no artificial flavours or colours” are actually on the decline, while, not surprisingly, “raw”, “contain fiber”, “high protein” and “natural” are on the rise (Source: Nielsen).
Australian data from Roy Morgan indicates that the last 4-week purchase incidence of *snacks increases with age, with those aged 65+ having the highest overall incidence at 51%.
|Age group||Incidence of snacks purchased in the last 4 weeks %|
|50 – 64||45|
|35 – 49||43|
|25 – 34||29|
|14 – 24||16|
Source: Roy Morgan data – 12 months ending Mar 2017
*Snacks defined as biscuits either plain, chocolate coated or cream/jam filled.
This represents a significant opportunity for Australian snack manufacturers to tailor their brands and communication campaigns to target seniors specifically.
Contact Evergreen today for help in developing and implementing an effective marketing strategy to target seniors.