Food and drinks firms ‘will have to redefine how they promote goods’

Food and beverage companies will have to redefine the way they promote their goods to ‘older consumers’ if they hope to grow sales this year, according to Leatherhead Food Research.

While many food and drink companies are predicting sales growth in emerging markets, specialist UK-based food sector analyst Leatherhead is warning its industry clients that they may need to revisit their marketing pitch to older European consumers to avoid losing sales in what is for many companies their most lucrative market.

The 55-plus age group is markedly different to the 75-year-old consumer group, it said.