The over-55s and those with families are more prolific buyers of both fresh fruit and vegetables, while those in the 18-34 age group and empty nesters are more likely to be buying ready meals and pasta, new research claims.
The Bridgethorne Shopper Index, produced quarterly by shopper and category management insight company Bridgethorne, found that on average 95 per cent of respondents in the 55+ age group regularly bought fresh fruit and vegetables as part of their grocery shopping, compared to just 86 per cent of those in the 18-34 age group.
Those with families and the retired are also more pre-disposed to purchasing fresh fruit and vegetables, the research found, with 93 per cent and 94 per cent respectively regularly purchasing.
So-called 'pre-families' and those with families are also more likely to be buying ready meals, at 47 per cent and 48 per cent respectively, compared to just 36 per cent of retired people and 31 per cent of empty nesters, the research team claimed.
John Nevens, joint managing director at Bridgethorne, said: 'The fact that the over-55s are those more likely to purchase fresh fruit and vegetables than any other age group not only suggests there is a greater predisposition towards eating more healthily but also their greater disposable income makes it easier for them to afford to do so.
“However, it will be interesting to see whether the heightened media focus on healthier eating translates into reality as we continue the Index over the next few months. Either way, it demonstrates considerable opportunity for both retailers and brands to engage with this younger age group.”
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