they do not slow down the aging process. A strict diet (1,500 calories a day)
consisting of mainly fruits and vegetables not only decreasing the body
temperature and eliminates the feeling of hunger, but also slows down aging
(László–Falus, 2002, 407-408). The aforementioned examples indicate the specific
needs of the elderly and help us to arrive at the shaping of a conscious and futureoriented
choice of food products. Orientation to the future (as a behavioral
element) is an important factor (Hideg, 2007), because it (as a mental attitude) can
have extremely serious implications on the health awareness of the elderly, their
health related decisions and thus also on their progressive health condition.
Conclusions
Global development and prosperity will result in the rapid aging of
populations in countries that have recently experienced a demographic boom,
which makes aging a “global challenge”. The elderly period of life is not simply a
qualitatively new situation nor only important for those concerned, but it is a
challenge for the entire society. This new situation can be characterised for
example by different needs of the elderly consumers associated with their new
situation in life, increasing need for special nutrition products and ultimately the
change in their structure of consumption.
In essence, aging is a positive process and an excellent indicator of social
and economic development. The drop in the number of children and juveniles in
societies going through a transformation from traditional demographic
development to a current type of society relieves the productive-age generation
from the burden of being the breadwinners, increases the level of their
professional activity and favourably affects the supply of labour. This phase of
life can thus be experienced as prosperous and joyful.
The behaviour of food consumers has a special position within the general
consumers’ behaviour for several reasons: firstly, it is directly or indirectly
associated with the survival of mankind; secondly, it results from long-lasting
biological, social and cultural processes; and thirdly, it is one of the most complex
human behaviours. The difference between consumption by young, middle-age and
elderly generations is indisputable. The universality of the aging process brings
about new criteria for food products. In regards to the interest in new food products
we can observe the development of two parallel directions: interest in the
consumption of bio-products and enriched and fortified foods. At first glance these
refer to two different categories of society. Consumers of bio-food support ecofarming
and the protection of health and environment. The customer preferring
fortified and/or functional foods presumably accepts genetic modification, since the
most intensive effects can be achieved that way. They consider themselves to be
modern people requiring the latest scientific achievements.
Factors directly affecting food consumption behaviour include biological,
mental, sociological, anthropological, demographic, economic and political factors.
Due to globalisation and accelerated lifestyle it is not sufficient any more for