Despite a decreasing population, the number of households and in particular single person households in Japan is increasing quite dramatically. However, income in single person households has already decreased significantly. The elderly population aged 60 or over seems to have the most disposable income and is spending more on meat, oils and seasoning, snacks and confectionery and pre-cooked food.
What did stand out was the unwillingness for many single, elderly women to cook a proper meal once their life partner was no longer with them. Many males of this generation did not cook, so it was a lifelong commitment and they felt a relief from this burden. The big question is how to market food, beverages and in particular essential protein-rich dairy products to the elderly population.
The second-generation baby boomers (those in their 30s) have revealed reduced food expenditures, suggesting tight household budgets and declining consumption of seafood, dairy and eggs, plus fruit. This is likely to continue if these dietary habits do not change with age, as is the norm.
However, in single person households, although dairy consumption of milk has decreased significantly, that of chocolate, yogurt and cheese has increased.
Looking at shopping habits of the new elderly (in particular those able to shop online) has provided a few facts worth consideration. In particular, there is the propensity of males aged over 60 to spend more when shopping for food online than in-store, by a considerable margin: ¥1,000 to ¥5,000 in comparison to ¥500-999 in-store.
It seems men of this age find supermarket shopping too revealing and not enjoyable, which gives online food marketers something to think about.
According to these studies carried out in Japan, women of this older age group apparently value in-store cleanliness very highly, but when it comes to self esteem are no longer bothered by their appearance. It is the emotional satisfaction and buying for other family members that brings them greatest pleasure, so that is where the food manufacturers need to aim their focus.
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