Active Ageing Ethnographic research (I2I Domestic)
| Project start date: | 06 May 2016 |
| Project end date: | 25 October 2016 |
| Publication date: | 31 July 2017 |
| Project status: | Completed |
| Livestock species: | Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle |
| Relevant regions: | National |
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(102.7 MB)
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Summary
The ageing population may represent new growth opportunities for the Australian Red meat industry. Building on MLA's initial active ageing insights (A.RMH.0020) this report presents a segmentation and personas for Australian seniors via In-home interviews for meal preparation, pantry stocking and accompanied shopping ethnographic evaluations.
This cohort of the population is often discarded as being outside 18-65 year old group but understanding the behaviours and lifestyles of the baby boomers group in particular are key sub themes within MLA Donor Company's insights2innovation plan for 2Morrow's Foods program.
More information
| Project manager: | Emily Thompson |
| Primary researcher: | DI Jenkinson Pty Ltd |
