Dedicated supermarket aisles, free online deliveries among wishlist items for the elderly

An elderly couple looking at the prices of grocery items in a Sheng Siong supermarket.
An elderly couple looking at the prices of grocery items in a Sheng Siong supermarket. PHOTO: ST FILE

SINGAPORE - Senior citizens here would like supermarket aisles dedicated to them, posters in Mandarin, Malay and Tamil, as well as more products specific to the needs of the elderly, a report by market research firm Nielsen released on Tuesday (April 5) showed.

The report gave an insight into the unmet needs of consumers aged 55 and above, dubbed the silver generation. It involved a random door-to-door survey of 300 elderly people which was conducted in September last year.

Some 63 per cent of the respondents also said they wanted more wheelchair-friendly facilities, and 72 per cent would like free online deliveries which do not require a minimum amount spent. A majority also said there is a need for more clearly labelled nutritional information for products.

Nielsen added that the silver generation make up 40 per cent of the nation's grocery spending. Their spending grew by 18 per cent from 2014 to 2015, said Ms Joan Koh, managing director of Nielsen Singapore and Malaysia, during a presentation of the findings at the company's office on Scotts Road.

"There is no secret formula when it comes to innovating and catering to the silver generation. Products should be customised to satisfy their special national and other ageing needs," Ms Koh said.