Older people open to innovation as well

According to a qualitative survey by Nielsen, the over 49 age group spends more than it used to at a younger age. They are open to new FMCG products targeted at their age group. Unlike consumers in this age group who live in more developed countries, Hungarians over 49 do not see the possibility of changing their lifestyle or beginning something new. Considerations related to health and financial security dominate their thinking. They are worried by being less active than before, but also have a desire to lead a more relaxed life. However, they usually believe that being more relaxed and travelling a lot is wishful thinking. They try to satisfy the needs of their children and also influence these consumption habits. Children can convey the influence of marketing to their parents even if they no longer live together. In some categories like ground and roasted coffee, carbonated drinks or salty snacks the over 49 age group is difficult to influence. In others, like beer or spirits, they are more open to change. The categories where consumer habits are the least rigid are sweets, milk desserts, instant food, mineral water and fruit juice.