The food‐shopping experience: a satisfaction survey of older Scottish consumers

The growing numbers of older people represent an important market segment for retailers, particularly the food retail sector. The dominance of the food multiples and their growth strategies have been criticised for contributing to some older consumers being disadvantaged. This paper considers the satisfaction levels of older consumers in Scotland, with their food‐shopping experience. Drawing upon previous work by the author which identified the factors influencing satisfaction, 220 volunteers were recruited from various locations in Scotland and interviewed using a structured questionnaire. The survey focused on the main shopping trip. Results indicate that, whilst there is a general trend towards satisfaction, there are key areas of dissatisfaction, such as aspects of the products for sale (merchandise), the practices and procedures of the retailer (retail practices) and factors in the community which affected the shopping trip (external shopping factors). This suggests that policy‐makers seeking to encourage the participation of food retailers in health promotion need to recognise vulnerable sub‐groups of the older population and recognise that not all older consumers can signal their preferences in the marketplace.