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Grocers and food brands take older consumers for granted

July 27, 2022

In an opinion column for Advertising Age, Pamela Millman, associate director, Integrated Marketing at AARP Media, writes that the over-50 crowd buys 54 percent of all groceries in the U.S. and has become more health-conscious and cooks more frequently since the pandemic began. Nevertheless, older consumers remain “often-overlooked” by food marketers.

She wrote, “Whether preparing meals at home or shopping for groceries at the store or online, 50+ adults are open to new ideas, experiences, products and services, which makes them highly receptive to marketing campaigns that attract their attention.”

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