Marketing nutrition services for the elderly.

The Older Americans Act of 1965 was implemented to provide assistance in the development of new or improved programs to help older persons through grants for the States. Community planning, and services for training, were established within the Department of Health, Education, and Welfare under an agency designated as the Administration on Aging (Older Americans Act of 1965, p. 1). There has been an evolution of Community Nutrition services for the elderly. The original purpose was the establishment of community based congregate dining sites where seniors would come together for food and fellowship. The homebound seniors were recognized and home-delivered meal service was developed. This home delivered meal service has steadily increased as the participant population has changed with less family support and is becoming older and frailer while congregate participation has decreased. The challenge to marketers is to continue to bring together the need for nutritional assistance in the elderly population and nutritional programs to satisfy that need. The authors have conducted a nutrition service program study that can benefit the industry that serves this segment of the population. This study observes trends and behaviors and can assist the development of new products and services for the aging.