Aging and shopping.

We recently asked a cross section of shoppers on The Consumer Network panel to agree or disagree with 63 "Why don't they--" statements about supermarkets. Using a 5-point scale where 5 means Strongly agree, responses to some of the statements differed significantly by age. Some of the age differences, especially those about technology, are obvious and almost self-explanatory. Others suggest that supermarkets are failing to address the different needs, perceptions, and values of older and younger shoppers.

The biggest differences were about express lines, and the feel of raw meat and poultry which turns off younger shoppers. Older shoppers are more concerned about products on the top shelves that they can't reach or grasp. And they face a double bind in needing small packages of things like bread and coffee but not wanting or being willing to pay the higher unit price they associate with small packages.

Younger shoppers feel strongly about wanting stores to wrap fresh meat and poultry so it doesn't slime. Even if they aren't vegetarians, they don't want to be reminded of the feel of raw meat or the connection between the product and the once-live animal it came from. They are disgusted when some of the moisture leaks through the package. Even if they no longer cook, older shoppers are more likely to think they know when food is spoiled and to see slime as a useful indicator, e.g., "slime means it's bad."

Younger shoppers are more likely to want processors to stop using high fructose corn syrup. They know more about it, and, current research notwithstanding, see it as a symbol of all that's wrong with food processing.

Older shoppers are more likely to urge stores to put sale prices under the right item. They are more anxious about spending, more caught up in the news and economic fears, and more concerned about getting their money's worth when they do spend.

Older shoppers are more likely to want both processors and retailers to focus more on value. They are frustrated at the small package sizes that contradict their quantity-based ideas about value. They are in no mood, and feel they have no money, to waste. Younger shoppers are more willing to pay premiums for small packages. Older shoppers want the freshness of smaller packages, but are focused on price-per-pound kinds of value, which they rarely find on small sizes.

Older shoppers feel stronger about express lanes. They have more time than younger shoppers, but less patience and weaker backs. Standing aggravates back and neck pain, becomes a physically painful part of shopping.

Older shoppers are more likely to want dates on everything. Their concern with freshness dates is part of their focus on value. They are more likely to get their money's worth when they can make sure they are selecting products that are really fresh.

Many older shoppers know they are especially vulnerable to food-borne illness and they are more likely to associate it with meat, fish, and poultry in spite of recent troubles with peanuts and spinach.

Older shoppers are quicker to get frustrated when things aren't where they are supposed to be. What's more, they are more apt to get tired when they have to backtrack.

Younger shoppers have more groceries to buy, are more comfortable with the Internet, and more likely to use it to check prices and plan and support their shopping.

More older shoppers want in store sampling. They want the something-for-nothing tidbits and take more pleasure in sampling which provides introductions to new products, treats while shopping, and "some pick-me-up energy for standing in line. "

Most consumers have gotten too used to loyalty cards to want them to disappear. Older shoppers are more likely to fear that they would lose any savings they get from the cards.

Having a drive-thru for basics is a very divisive idea-more respondents on both sides of 50 responded with strong feelings about it, some for, some against. The request for drive-thru service got more strongly negative responses than anything else in our survey. Shoppers who opposed it said "it will raise prices" and "take attention away from what's going on inside the store. " "Supermarkets are able to keep prices low by selling a lot of stuff beyond basics. If they just sell basics to drive-thru customers, the rest of us will have to pay more for them. " Pro-drive-thru shoppers see it as a no-brainer benefit for consumers with colds, back problems, injuries, and babies.

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