Supermarket for over 50s could be next Tesco venture

02 September 2008 / by Rebecca Sargent
It seems it is not just insurance and financial companies that offer specialist products for the over 50s, as rumours circulate that Tesco is contemplating the launch of a supermarket range exclusive to those over 50.

According to reports, Tesco has teamed up with Newcastle University in order to visit a German supermarket designed for the over 50s, which could help the commercial giant decide whether the specialist stores could be adopted in Britain.

The research will be conducted by Newcastle University's Institute for Ageing and Health, in partnership with Years Ahead, and will look at older people's experience of shopping and how it can be made easier and more accessible.

The Kaiser supermarket in Berlin is the first of its kind to offer specialist shopping tailored to the over 50s and Tesco hopes to do the same in the UK. In the past, those over 50 have enjoyed specialist insurance and other financial products but could soon enjoy a unique shopping experience too.

According to Newcastle University, Tesco has already submitted planning permission to develop a specialist supermarket within the Campus for Ageing & Vitality that will provide a unique insight into the potential success of the product.

Chair of Years Ahead, Professor Jim Edwardson, comments: "This will be an exciting opportunity to find out how supermarket shopping can be improved, not just for older people but for many others who could benefit.

"Retailers need to address the needs of the ageing population and the opportunities to support healthy lifestyles and independence – not just in relation to nutrition but across a wide range of other services that supermarkets increasingly provide."

Secretary of Newcastle Elders Council, Bob Weiner added: "Much more needs to be done before shopping can be described as age-friendly."

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