Retail trends in food: Senior marketing in supermarkets

Retailtrends from all over the world. This item appears monthly in the German magazine for food professionals Rundschau für den Lebensmittelhandel and Jos de Vries The Retail Company is responsable for the articles where the latest trends on the different topics are presented.

Older people have other needs and demands, less budget, here are opportunities for international retailers, the people get older and the number of older people also increases a lot.
Jos de Vries The Retail Company guides you through the world of retail marketing for seniors.
Nah&Frisch (Germany)
Wine, beer, water or juices, everything in the Nah&Frisch supermarket in Karlsruhe is also available in small formats. The chain Nah&Frisch adapts to the differing demands of the senior consumers. In Karlsruhe, with competition of for example the Aldi, the supermarket is very successful. The last year this supermarket obtained the award “ supermarket with most senior friendly service “.

Sainsbury´s (United Kingdom)
The British supermarket chain Sainsbury´s is very active in marketing for senior people. With pictures of smiling older people (and junior) the supermarket communicates that everybody is more than welcome. The image obtained with this publicity campaign is that there are no boundaries for the different generations and that for everybody the right articles are available.

Easy 24 (Norway)
The Norwegian supermarket Easy 24 created an own “best-age”concept. The convenience concept offers meals which are very suitable for senior peole, they are able to do the shopping with special shopping cars. Furthermore the supermarket organizes activities and projects for older people, for example cooking classes.

Coop (Italy)
The Italian supermarket chain Coop involves the senior clients directly with the supermarket concept. Entering the store they directly see a smiling senior with additional welcoming information text. Next to a special assortment, focusing on the senior clients, the clients can also buy there medicins, do their banking and book a trip. At Coop all the seniors can do all the shopping under one roof. Everything supported with good readable texts and signings in the supermarket.


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