Seeing Store Shelves Through Senior Eyes

The number of adults aged 65 and older will reach 71.5 million people by 2030, twice their number in 2000 and representing nearly 20% of the total U.S. population, according to estimates by the Federal Interagency Forum on Aging-Related Statistics.

As baby boomers turn 65 years old beginning in 2011, they are expected to spend an additional $50 billion over the next decade on consumer products in the U.S., estimates Sean Seitzinger, senior vice president of consulting and innovation for market-research firm Information Resources Inc.

Given their growing physical limitations and focus on health-related products, “there will be dramatic shifts in what they buy and where they shop,” Mr. Seitzinger said.

Current store layouts present challenges for elderly shoppers, experts say. Worsening eyesight makes finding items more frustrating, arthritis complicates browsing and reduced balance intensifies the strain of stooping or reaching for products.

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