“Same, same but different”: insights on ageing consumers and their expectations of institutional food

Abstract

PurposeSocieties are experiencing a rapidly ageing population, which puts pressure on health services and institutions for the elderly. Ageing baby boomers have unique characteristics compared to previous generations, yet very little is known about these consumers' expectations of institutional food. The importance and issues with institutional food are well-recognized, and new approaches to improving institutional food offerings are warranted. The purpose of this study was to identify various segments of ageing consumers based on individual characteristics (entitlement, subjective food knowledge, disconfirmation sensitivity and age) and investigate differences in expectations between the groups.Design/methodology/approachData were collected using a cross-sectional survey (n = 300) of ageing consumers (50–80 years old). A two-step cluster analysis was used to identify meaningful clusters.FindingsA four-cluster solution was reached, with clusters (1) “Uninvolved oldies”, (2) “Humble old foodies”, (3) “Entitled youngsters” and (4) “Food experts”. This study found significant differences in expectations of institutional food between the clusters.Practical implicationsRecommendations for public policy implications for each segment are provided. This study contributes to preparing healthcare services and institutions to meet the institutional food expectations of various types of ageing consumers.Originality/valueThis paper measures ageing consumers' normative expectations of institutional food and concludes that expectations of food quality, freedom of choice, servicescape and sustainability differ by segments of ageing consumers.