Focus on the growing senior consumer segment and their dining preferences

Focus groups with seniors

As part of our ongoing MRFDI study on senior dining preferences, we have conducted 10 focus groups in five states across the U.S., and an online conjoint study.

The recordings from the focus groups are being transcribed, and the transcripts reviewed to identify patterns in the discussion, assessed using a content analysis approach¹. This is an iterative process of reviewing the transcripts and "unitizing" the data into meaningful pieces, such as words, phrases, or exchanges between focus group participants.

Some of the themes beginning to emerge include:

• Convivial companionship brings seniors to the table, and plays a major role in daily quality of life
• High noise levels in the dining room detract from enjoyment of the meal and are an impediment to the social aspect of the dining experience
• Clear and common descriptions of menu items (including preparation method, ingredients and nutritional content) are important with respect to setting expectations and helping guide seniors to appropriate choices.
• Food served at appropriate temperatures is very important to perceived quality and freshness
• In daily meals, simple plate presentations that keep meal components separated are often preferred over elaborately designed plates.
• Making choices and maintaining self-reliance positively influences overall dining experience (seniors like to serve themselves at buffets; being able to make substitutions is important; being able to request small portion sizes is important).

After identifying the themes and factors that contribute to or detract from enjoyment of the dining experience, a satisfaction survey will be developed to help guide the development of a culinary intervention. Results from the survey will allow CIA faculty to make recommendations on menu design, service method, and dinning context that will enhance overall satisfaction. After a few months, the satisfaction survey will be conducted again to determine the effects of the intervention.

Seniors surveyed online

An online conjoint study was also conducted to better understand how the patterns in consumer behavior we see in our focus groups reflects seniors not living in these particular residences. This study also found that there is a strong interest amongst seniors in the daily dining experience, and that food not served at intended temperatures significantly detracts from the dining experience. Interestingly, textures of food were not an important aspect of the meal in our online survey, and did not come up in our focus groups either.

The conjoint study revealed two segments of consumers: those who find meals to be a special occasion and another that finds meals to be a task. This later segments finds noisy dining rooms and large portion sizes contribute unnecessary stress during meal time.

Comparison to existing studies

Our work thus far generally agrees with some of the existing literature on seniors and food service. For example, Lundvkist et al.² conducted structured interviews with seniors living in the E.U. and found that eating healthy was considered an important "investment to ensure independence" but that nutritional information for food is considered complicated and is often misinterpreted. The authors of the study emphasize that when working with seniors it is important to consider their eating behaviors in a real dining context, as we have planed for the next stages of our project.

In a study by Costa and Jongen³, they found that amongst seniors, "Self-esteem" was connected to "being appreciated" and "self-sufficiency", and "pleasure" and "enjoying life" was connected to "enjoy food." Moderation with respect to portion size was also a significant theme of concern identified in this particular study. Contrary to our current observations, Lirette et al.⁴ found that food textures were an important contributor to satisfaction amongst seniors participating in a meals on wheels program. Perhaps this Lirette study population had more issues with dysphagia, which has not come up as an issue amongst the seniors in our focus groups or online study.

Given the current trends, the U.S. Census Bureau estimates that the population of seniors (>65 years old) will increase by 40% over the next five years, and triple by 2050⁵. Our work with seniors will help the food service industry better understand the factors driving seniors choices and overall satisfaction in a dining context.