Abstract
The ageing population in Switzerland presents both challenges and opportunities for society. On one side, older consumer groups gain economic influence and offer great potential for producers or service providers. On the other side, higher age is usually linked to decreasing health, leading to an increase in individuals with impaired physical or mental health in the total population. In the strategy for a Swiss ageing policy (2007) the Swiss Federal Government highlights the importance of enabling older individuals to maintain societal participation and lead self-determined lives. Grocery shopping in supermarkets is a significant daily activity for older individuals, providing not only essential supplies but also opportunities for social interaction, physical activity, and enjoyment. However, a substantial proportion of older individuals in Switzerland report challenges when shopping in a supermarket. The ongoing research project “VIRAS, shopping with ease” aims to identify the specific challenges faced by different groups of older individuals when shopping in supermarkets in German speaking Switzerland. Additionally, it seeks to propose helpful modifications to a shopping cart to alleviate these challenges. Employing a participative mixed-method approach, the research includes hidden observations in supermarkets (n = 5), qualitative interviews with older individuals (n = 9), a survey (ongoing), and focus groups (planned). The field phase of the research project will be completed in autumn 2025. Findings will be used to further develop an autonomous shopping cart. In addition, findings inform strategies to support older individuals in maintaining their independence and quality of life through improved supermarket shopping experiences.
Presenters
Lisa Katharina KortmannResearch Associate, Institute for Ageing Research (IAF), Eastern Switzerland University of Applied Sciences (OST), Sankt Gallen (de), Switzerland
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Social and Cultural Perspectives on Aging
KEYWORDS
Self-Determination, Inclusion, Mixed-Method, Participative, Supermarket Shopping, Shopping Cart Development
