NL: Aging population and opportunities for food producers

28 January 2015

There is one group of consumers that is seldom directly targeted by the food sector: the younger elderly. This so-called baby boomer generation will increasingly dominate the supermarkets. Retailers and producers must collaborate to cater to the needs of this group that includes an increasing number of singles.
More than half of this group is rational and looking for tangible advantages. They are less likely to be ‘seduced’ and are sensitive to honest and transparent information. Health plays an important role for them. Producers can focus on this with, for example, the packaging, the health advantages and the portion sizes (News Item ABN AMRO, 18 December 2014).
Click here for the news item (in Dutch).
Click here for the report (9.88 MB, in Dutch).
On 10-11 March the Packaging Design & Innovation Summit will take place in Amsterdam. NVC members are entitled to a 15% discount.

This item is also included in our monthly overview, the NVC Members-only Update. If you have any questions, please contact us:, +31-(0)182-512411.