Old Habits Die Easily: Longitudinal Studies on Age-Related Consumer Behavior Changes

Western societies are undergoing a significant demographic transformation, with a rapidly growing elderly population. By 2045, 25.2% of the population in the U.S. and Europe will be 65 or older. This global demographic shift presents challenges and opportunities for marketers and retailers as older consumers exhibit distinct physical, psychological, and behavioral traits that affect their purchasing habits.

This dissertation explores how chronological age influences consumer behavior across the lifespan, focusing on supermarket visits, basket sizes, store loyalty, and variety-seeking behavior. Using longitudinal data, the research identifies systematic patterns in consumer behavior. The first study highlights that after age 69, supermarket trip frequency declines, and basket sizes stabilize at their smallest, reducing total product purchases. Promotions also lose effectiveness with age. The second study examines the decline in store loyalty with age, stabilizing in the mid-seventies. Factors like store distance and size influence loyalty, emphasizing the importance of smaller, conveniently located stores. The third study shows that variety-seeking behavior decreases with age, particularly after 50, with fewer categories and brands purchased.

These findings suggest that retailers and consumer packaged goods suppliers must adapt strategies to meet the needs of older consumers. This includes optimizing store layouts to minimize walking distances, offering smaller pack sizes, and curating product assortments tailored to aging populations. Future research should explore the impact of aging on online shopping and the psychological changes that influence consumer decisions, providing deeper insights for strategic marketing adaptations.