Health-related nutritional preferences of older adults: A segmentation study for functional food development

Abstract

• Older adults pay attention to nutrition due to existing health problems not prevention. • Segmentation of Hungarian older adults based on preference of nutrition claims. • 33% is generally nutrition-oriented, 46.5% rather searches added value. • 20.5% of the senior consumers is identified as ‘nutrition sceptic’. Relationship between healthy aging and nutrition is an emerging issue. Based on a quantitative consumer survey in Hungary with 907 respondents of older adults (aged 60 or above), three segments were identified and characterized by their preferences for nutrition claims. According to the findings, senior consumers identified as ‘nutrition-oriented’ (33%) and ‘added nutritional value oriented’ (46.5%) could be good target groups for functional food producers. Only 20.5% of consumers (the ‘nutrition sceptic’ group) found to be resilient to functional food value offers. The results suggest that older adults primarily pay attention to nutrition due to their existing health problems instead of preventive intentions. To overcome this barrier, several practical findings are presented according to each target group, including attitudes, socio-demographic characteristics and other factors influencing the purchase decision, and also the preferred carrier food types. This information can support product development and health prevention programmes promoting healthy ageing.