ACS

A supermarket designed for older people may open in Britain after a similar model in Germany is proving to be a success.

Professor Jim Edwardson, 67, founder of Newcastle University's Institute for Ageing and Health, who recently visited the store said in an interview with the Telegraph newspaper: "Almost everything about supermarket shopping in the UK is wrong for elderly customers, from shelving that is too high to reach or too low to get to.

"The Kaiser store was the first of its kind in Germany and is so impressive. The trolleys on their own are lighter and easier to move." Professor Edwardson also praised the size of the signs in the supermarket, and the use of magnifying glasses on shelves and trolleys.

"With a growing elderly population this has to be the future for supermarkets. We have to adapt to the fact we are living in a society with more elderly people.” Figures published last week by the Office for National Statistics show the UK now has more pensioners than children under 16.

Since the Kaiser store opened in 2005, sales have increased by 25 per cent above forecast figures, with more than 60 per cent of its customers aged over 50.

A spokesman for Help the Aged said: "Finally, supermarkets are waking up to the fact that pensioners are a huge customer base and pandering to their needs will cost little and lead to large rewards." A spokesperson for Help the Aged will be speaking at ACS’s Community Forum in November on the adaptations and considerations that convenience stores can make, to make their shops more ‘elderly’ friendly. If you would like to attend the forum or would like more information on it please contact Sarah C Johnson on sarah.johnson@acs.org.uk or by telephone on 01252 515001.