Understanding Seniors in the Context of an Aging European Population as a Modifier for Further Brand Management: Case of the Czech Republic

This paper outlines the growing potential of the aging population in Europe with focus on the impact on food industry. The importance of the matured consumers within the next decades will exceptionally grow. For food producers the impact on company volumes will be significant without sophisticated innovations in products and communication. The objective of this study is to selectively highlight relevant research of the segment of senior consumers with special focus on food industry and using this to clarify two important areas with significant implications for marketers: (i) importance of the senior segment for the future food marketing and (ii) matured segment specifics in benefits selection for brands′ positioning strategies development. Different segmentation approaches to senior market together with implications on targeting and communication are discussed.