All around me my friends are taking heed. The elderly parents have seen the light and are moving to smaller places that are potentially more social, with more care, or a path to care, attached. Agreement is almost universal: But not my mother, not me.
As the population grays and people live longer, the small, near-ubiquitous stores are revising their offerings to suit the tastes and needs of seniors by introducing home delivery, healthy bento boxed meals and a one-stop shop where pharmacies share floor space.
Some are setting up elderly care support counters, and in a stab at becoming social meeting spots, are offering seating and even karaoke boxes. In a move symbolizing the change, second-ranking Lawson Inc. The outlet will have managers and advisers available for consultation all day, every day of the week.
The company plans to launch another one in the prefecture by summer. In fiscalpeople aged 29 and younger at 7-Eleven convenience stores accounted for 63 percent of daily customers.
Customers 50 or older, who previously represented only 9 percent of all customers, rose to 30 percent in the same period, representing the age bracket with the largest share, according to the statistics. Convenience stores specifically targeting the elderly are changing the image of the sector as a testing ground for marketing to teenagers.
And while the Lawson outlet may be an extreme example and experimental in nature, others in the industry, while not going that far, have quietly shifted their marketing tack in recent years to focus further on seniors.
Operators are increasingly changing their food lineups to appeal to older shoppers.
They seek, for example, quality, known-to-be-safe products, including higher-end foodstuffs, rather than the cheap, filling bento meals preferred by young shoppers. A notable change is their bento and other ready-to eat foods offered under their respective house brands, where the companies are competing with each other to offer healthy ingredients and those that are either locally sourced or from a renowned region.
Leading the way in this area is Seven-Eleven Japan Co. While its self-service coffee and doughnuts, fried chicken and other fast food offerings remain a key sales driver, the shift is slowly underway. Masayuki Kubota, chief strategist at Rakuten Securities Economic Research Institute, said the main focus of convenience stores is not the elderly per se, but the overall shift from young to older shoppers, which is reflected in the food on offer.
But now female customers in their 40s and 50s are increasing. The top three players — including third-ranking FamilyMart and Lawson — all have introduced home delivery services, stocking meals and cooking ingredients aimed at meeting the demands of health- and quality-conscious seniors who prefer to eat at home.
The services also target orders for daily necessities ranging from toilet paper and detergent to light bulbs. The service is offered in seven districts, including two in Tokyo. Because of the nature of the shift, taking place slowly as customer profiles change to higher age ranges, the changes in marketing remain inconspicuous, at least for now.
The company has also set eat-in areas as a standard feature for new outlets — floor space permitting — providing a place for the elderly to gather to chat, especially in rural areas where there are few such facilities. Convenience stores in the future could be centered on services rather than goods.Get the latest international news and world events from Asia, Europe, the Middle East, and more.
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The story was about older Americans who have used insights gained from their many .
Some are setting up elderly care support counters, and in a stab at becoming social meeting spots, are offering seating and even karaoke boxes.
reach the age of 60 years every month, 80% of whom are in the developing world. Women outlive men in nearly all countries of the world, rich and poor (3).