Brand marketers and service providers have opportunities to better support the health and well-being of aging consumers.
February 25/New York/Business Wire -- As the 65-and-older demographic increases in size and spending power, retailers, brand marketers and service providers have opportunities to better support the health and well-being of aging consumers, according to findings from Nielsen.
According to the "Nielsen Global Survey about Aging," which polled more than 30,000 Internet respondents in 60 countries, more than half of global consumers surveyed (51%) say they do not see advertising that reflects older consumers, and half say it is difficult for an aging demographic to find product labels that are easy to read. Some 43% of global respondents (when thinking about the product or service needs of the aging consumer) have trouble locating packages that are easy to open. More than four in 10 cannot find foods that meet special nutritional diets (45%), offer smaller portion-sized food packaging (44%) or feature clearly labeled nutritional information (43%). Global respondents also find it difficult to navigate assistance from service-oriented industries like housing (46%), transportation (44%), finance (44%), medical insurance (39%) and meal-delivery (36%).