People who say they pay either a high/very high level of attention to hydration is highest among Seniors and rises with age to a peak of 57% of respondents aged 65 and above when surveyed by Datamonitor (2008), compared to an average of 53.3% for all consumers.
This article in Australian Food News reports; the research suggests that the increased consumer awareness of ‘sustainability’, many products made with natural ingredients cultivated organically, or sourced from specific origins, are becoming popular among senior, sophisticated consumers. The appeal is not just related to the high quality image of such products, they also carry the signal that they are ‘danger-free’ and benefit from the natural substances they contain.
In Australia, the relative consumption of bottled water by Seniors, compared to population numbers, is highest among the mixed Senior and Pre-Senior age group of consumers aged 45-54. According to Datamonitor, “Seniors tend to reduce the amount of water they consume and for those who have retired they may lead lifestyles which allow them to plan ahead better and do not need to rely on buying water in convenience retail channels. This could be either due to taking water with them when out of home or by having more time to stop for refreshments than is true of still economically active adult consumers”.
Fruit juice is also one of the primary beverage types associated with hydration and consumption among Seniors has typically been high. In New Zealand, Seniors ‘over consume’, but Australian fruit juice marketers appear to have a great opportunity as Seniors remain likely to ‘under consume’ in the fruit juice category.