The number of adults older than 65 will double between 2000 and 2030, when they will represent nearly 20% of the U.S. population. And as baby boomers turn 65 years old beginning in 2011, they are
expected to spend an additional $50 billion over the next decade on consumer products in the U.S., according to Sean Seitzinger, svp of consulting and innovation for Information Resources Inc.
All of this represents an opportunity for marketers and retailers, of course, as Ellen Byron reports, but there is also a challenge. Experts say that current store layouts present difficulties for
elderly shoppers to navigate. Among the problems: Worsening eyesight that makes finding items difficult, arthritis that complicates browsing and reduced balance that intensifies the strain of
reaching for products, Byron writes.
To respond, Kimberly-Clark is running programs that allow retail executives to experience how difficult shopping can be for older adults. Rite Aid is
increasing the size of the typeface on its private-label packaging. And Family Dollar is installing new lighting and shelf labels.
advertisement
advertisement
Read the whole story at Wall Street Journal »