Exploring the Food and Health Attitudes of Older Americans
The first part of our two-part series on nutrition, food, and older Americans provided a status report on the nutrition needs of seniors. This installment focuses not on needs but on wants. What do older people choose to eat, and how do their life experiences, attitudes, and food preferences influence these choices? Also, what are the implications of this information for people who target this age group for health information and food products?
Food is important to everyone—no matter what age. It is a common need, interest, and source of enjoyment. Therefore, it is no surprise that food plays a major role in the lives of older people. In fact, numerous researchers have found that interest in food as it relates to health increases with age—a finding that may be attributed to a variety of motivations. Whatever the reason, food choices remain important throughout life, perhaps even growing more so as we age.
Food Attitudes That Shape Food Choices for Older People
In general, we're all guided by a few important factors when determining which foods to purchase and eat. Taste, convenience, price, traditional or cultural beliefs, living environment, and health concerns are a few of these factors. Beyond these, however, are some more subtle food and health attitudes that many times are unique to older consumers.
"I eat what I know," or the nostalgia factor.
Familiarity with certain foods makes it much more likely that any consumer will choose these foods again. However, according to researchers at Cornell University who conducted in-depth interviews with older consumers to define exactly what influenced their food choices, nostalgia is among the most important influencing factors. The participants indicated that, throughout their lives, childhood preferences faded in and out of priority owing to changes in roles and environments, but that later in life they tended to go back to their favorite childhood foods. Of course, there are always exceptions: health problems can conflict with desired food choices, and some adventurous eaters aren't bound by nostalgia but yearn to try new foods.
"I'll weigh my options," or the value judgment.
We all make value judgments about things every day-what to wear, what to purchase, what to say, and how to act. The five most common values used by older people to make food choices are:
- Sensory perception: Does it taste, smell, and look good to me?
- Convenience: Is it easy to make? (although speedy preparation may not be a concern at all)
- Social considerations: Does my spouse like it? Can I finish it on my own? (people who live alone don't buy roasts and whole turkeys)
- Physical well-being: Is it good for me? Can I chew it? Does it agree with me?
Food compromises, product substitutions, limitation of certain foods, and food-related routines are common ways that older people are able to "have their cake and eat it, too." "Prioritizing—learning what can be given up painlessly and what habit changes one is willing to make—becomes very important with this age group," says Leslie Bonci, MPH, RD, a spokesperson for The American Dietetic Association. For instance, eating a high-fiber breakfast cereal each morning would be a healthful habit that may allow for more latitude in choice of bread and grain selections later in the day.
"Now this is a meal," or food ideals.
Ideals in the context of food include such beliefs as:
- What constitutes a meal (i.e., meat and potatoes, dessert is always included, etc.)
- How a meal is served (i.e., everyone eats together family style, food is all homemade, etc.)
- How a meal is received (i.e., everyone eats what they're served without complaining, not wasting food, etc.)
Food ideals such as these take on increased significance when people enter care facilities, where meals are often a highlight of each day. Religious beliefs can also play a part in food ideals, helping to shape one's image of an appropriate meal.
Health Attitudes Affect Food Choices, Too
In the 1999 Prevention-Food Marketing Institute (FMI) Report Shopping for Health, a few major health attitudes of older Americans were noted. Those that affected food choices included the following:
"I follow my doctor's orders."
It only stands to reason that health concerns and medical conditions have a greater impact on food choices as one gets older. That's when people generally develop illnesses and chronic conditions. The Prevention-FMI report notes that people age 54 and over are "significantly more likely to be affected by the desire to follow the medical advice of a doctor, lower cholesterol and slow down the aging process." In fact, 7 in 10 say that their desire to reduce the risk of disease in general influences their purchases.
"A balanced meal is a healthy meal."
Most older people consider a balanced meal a healthful meal. Also, for people who have not kept up with breaking nutrition and health research, it is the only way they judge the healthfulness of their food selections.
"I am involved in managing my own health."
Self-care is an increasingly popular approach to health care for U.S. consumers. Taking responsibility for one's own wellness is at the core of the self-care movement. At the same time, consumer interest in related information, such as diet and nutrition information, has also been in demand and shows no signs of slowing yet.
What Does this Mean for Health Professionals and Communicators?
"Everyone is tuning in to healthy aging," says Nancy Wellman, director of the National Policy and Resource Center on Nutrition and Aging. "Healthy eating is something we can do for ourselves. The pay off is lengthening the time we are independent and able." One of our nation's goals in Healthy People 2010 is not only to increase life expectancy but to also improve the quality of life in later years.
Pinpointing the interests of older people and the types of graphics, materials, and products that are preferred by older people is an area of ongoing research and exploration. Here are some guidelines to keep in mind when trying to capture the attention of America's older set:
Today's older people aren't necessarily a "rocking chair" group.
Unlike the traditional "Grandma" we tend to think of (an older woman with gray hair in a bun, wearing an apron, knitting quietly in a rocking chair most of the day), today's older people are more active, energetic, and in better health when they reach 70 or 80 than their parents were at those ages. For this reason they won't appreciate materials that show old-fashioned grannies, and they may not even like the term "seniors."
Top health concerns.
Diseases which occur with greater frequency later in life as well as general wellness concerns are likely to be topics of great interest to this age group. The Prevention-FMI report found that mature shoppers are more likely than younger ones to have sought out information about the importance of fiber intake (52 versus 39 percent) and how to distinguish whole-grain products from non-whole-grain products (28 versus 18 percent).
Give 'em what they know and like.
Unless the target market is the adventurous eater, older consumers will prefer foods they know and love. New twists on old favorites, such as changes to the nutritional content, are acceptable as long as the product still tastes as expected. Bonci recommends that dietary changes be discussed as a work in progress-not an abrupt change. "Accepting change in manageable 'bites' rather than complete elimination or exclusion is frequently more effective," she explains.
Rethink the concept of convenience for this group.
For most of us, convenience equals speed. For older people this isn't necessarily so. Convenience to an older person may mean a package that is easy to open and reclose, easy-to-read, large-type instructions, or a small package size that serves one or two people instead of a whole family.
Focus on interactive communication methods tailored for older people.
Research shows that mature shoppers are unlikely to use a store website or in-store computer; however, they are more likely to look for printed information positioned shelf-side and read supermarket newsletters. "Cooking classes at the senior center or in the senior high-rise are an excellent way to reach the audience," notes Bonci. "Also, food demonstrations, along with a special 'seniors-only' supermarket tour, reinforce important nutrition concepts at many levels."
Tailor the format of written materials to the audience.
Although it is always important to tailor written materials to the target audience, for older people there are certain choices of type size and color, graphics and layout that are more easily read and more appealing. Additionally, "It's important to remember that people would rather hear positive messages about the benefits of good nutrition. Those who put a priority on good nutrition stay active and independent longer," says Wellman.
With the growing percentage of the population over age 55, older adults are an increasingly important segment of society. Health care providers, communicators, marketers, and, in fact, all aspects of our service economy need to take into consideration the needs, concerns, and desires of this significant group. It is increasingly evident that the importance of providing helpful, healthful, and relevant food and nutrition information for seniors cannot be underscored.
