Understanding Seniors in the Context of an Aging European Population as a Modifier for Further Brand Management: Case of the Czech Republic

Abstract

This paper outlines the growing potential of the aging population in Europe with a focus on its impact on the food industry. The importance of mature consumers over the next few decades will radically grow. The impact on companies' volumes will be significant without sophisticated innovations in products and communication. The objective of this paper is to selectively highlight relevant research of the segment of senior consumers and using this to clarify two important areas with significant implications for marketers: (i) the importance of the senior segment for future food marketing and (ii) the specifics of the mature segment in terms of benefits selection for the development of brand positioning strategies. Additionally, different segmentation approaches to the senior market, together with their implications on targeting and communication, are discussed.