USE OF MARKET RESEARCH IN THE DEVELOPMENT OF CHEESE AND PASTA TARGETED AT ELDERLY CONSUMERS

• DOI: 10.22533/at.ed.3173202307069

• Palavras-chave: Market research; Prototyping; Development of new products; Third Age; Aging.

• Keywords: Market research; Prototyping; Development of new products; Third Age; Aging.

• Abstract:

  Brazil has been going through a rapid demographic transition, where mortality and fertility levels are constantly decreasing and, as a result, the population is aging. This fact calls for a quick response from the market for products that meet the needs of this new growing niche. Thus, this work aimed to develop and evaluate virtual prototypes of food products for the elderly, based on the needs and desires of elderly consumers regarding new products, through the use of market research. To this end, three market surveys were developed, each consisting of an online questionnaire, with about 200 elderly respondents, over 60 years old, for each survey. Minas Padrão cheese and Spaghetti pasta were the best-accepted prototypes, showing the most positive results for purchase intent and interest in innovation, proving their effectiveness in developing products for the elderly.