Number of pages: 134
International Standard Numbers:
Open Access: green
The active elderly are concerned with food, meals and health. Dietary habits change over time as the children move away, as they are diagnosed with medical conditions related to diet, or when they are widowed. When diagnosed with cardiovascular diseases or diabetes type 2, for example, the active elderly increase their purchase of fruit, vegetables and fish. The medical conditions also lead to a more conscious choice of products with low levels of fat, sugar and salt. The active elderly are intent on defending their choices of foods that they believe they should have avoided, or eaten less of. Ease of preparation is important when cooking, and left-overs are often on the dinner menu. The active elderly are concerned about price. They buy products they like to eat, but seldom the most expensive brand. They are not decided about how they perceive organic produce, but are willing to recycle, and they spend a lot of time on sorting household waste. Aspects of health are important when choosing food, as is also flavour. They are motivated to carry out physical activity every day: going for a walk, walking to the stores or going to the gym. Freshness, quality and wholesomeness are qualities that are particularly important for elderly consumers when buying food. This includes the concept that the products should have been processed as little as possible, contain few artificial additives, and have been changed only slightly from their original form. Furthermore, elderly consumers are significantly more concerned about whether foods and drinks have been produced in Norway. They are apparently more worried about becoming overweight than they are about malnutrition.