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INFORMATION OVERLOAD

Researchers report that consumers are confused by an abundance of less-than useful information about anti-aging products' specific benefits and correct dosages, although it has not stopped them from sampling. a store specifically to purchase a supplement come out without buying anything. "They're so confused, they become paralyzed," Gilbert said. "Retailers are really missing the boat. There's not

Researchers report that consumers are confused by an abundance of less-than useful information about anti-aging products' specific benefits and correct dosages, although it has not stopped them from sampling.

a store specifically to purchase a supplement come out without buying anything. "They're so confused, they become paralyzed," Gilbert said. "Retailers are really missing the boat. There's not enough solution-selling out there." She cites Home Depot as an expert in its category on providing useful information to customers in the form of signage, books, magazines, workshops, fliers and in-store help. All of these assist the shopper through the decision process.

"[Supermarkets and anti-aging brands] tend not to work in harmony as they should," said Vicki Thomas, principal in Thomas & Partners, Westport, Conn. "The more how-to information that can be given, the better the reflection on the company and the better the sales." She added that natural-food stores have much-consulted herbalists or specialists to help consumers wade through unfamiliar products. In supermarkets, where there is no equivalent, they are lost. "Supermarkets are adding natural health products. That calls for some sort of expert on hand to answer questions."

Many observers said they believe the pharmacist is best-positioned to take on this role. The pharmacy is already a traffic-generating department in supermarkets, especially for 50-plus shoppers, who need prescriptions but are busy and want to take care of several errands at once.

Over-50 consumers are also used to personal service and not as comfortable with self-serve shopping as their younger counterparts. This is particularly true for health care-related products.

"[Fifty-plus shoppers] have enormous respect for pharmacists, but they also consider them invisible," said Candace Corlett, partner in 50+ Marketing Directions, New York. Focus groups have shown that over-50 consumers will pay more for service that helps them feel confident about their prescription and non-prescription medicine purchases, she said, adding that most retailers seem to be moving in the other direction. "They're withdrawing the service for Rx, when the opportunity is to provide more service for Rx and OTC."

Corlett points out that supermarkets that add value by providing useful information on anti-aging and other health care items will enhance their brand positioning among 50-plus consumers. "There's an opportunity to take a position of authority, as long as they back it up with knowledgeable personal service in the store," she said. "You're kidding yourself if you think you can do it with fliers and brochures."

Providing information clearly, concisely and in a consumer-friendly way -- whether through fliers, packaging, advertising, the Web and/or personal service -- can be an important tool for supermarkets and brands. But consultants stress that marketing messages should not emphasize old age, even if the products are meant for an aging consumer. "People that are 50 years old don't think of themselves as old," said Barry Moore, vice chairman of Kurt Salmon & Associates, Atlanta.