What the 55+ Consumer Really Wants
We partnered with a leading food manufacturer to deepen their understanding of older adults and deliver insight-driven strategies across communication, innovation, and in-store experience.
The Challenge
Older adults are a massive and growing consumer group, but still often overlooked in modern brand strategy. A leading food manufacturer partnered with Morning Light Strategy to better understand the 55+ consumer and build a long-term roadmap for more relevant communication, innovation, and cross-brand consistency.
What We Did
We conducted a large-scale, foundational study with more than 3,000 category eaters, layering in behavioral, emotional, and life-stage perspectives. Applying our Future50 Growth Framework, we identified what matters most to older consumers - and how to translate those insights into actionable strategies across the business.
Key Insights Delivered
Defined high-potential consumer segments
Identified the functional & emotional drivers shaping food decisions
Developed a Life Stage Evolution Framework to guide messaging across age and need states
Delivered 12 strategic growth opportunities across communication, innovation and in-store execution
The Impact
Our work helped internal teams align on shared consumer understanding and activate insights across their portfolio. From messaging to innovation, in-store experience to cross-generational relevance, our guidance created clear, forward-facing opportunity areas.
"Eat a balanced diet of food but never deprive yourself of anything so you don't splurge on things that aren't good"
Study Respondent, Age 77