The article presents results of the survey on terms and conditions of purchasing behaviour in the market for foods by people aged 60 and more, with a particular focus on their attitudes and expectations towards product innovation. The survey was carried out in December 2007 in cooperation with TNS OBOP, on the representative sample of Poles (the surveyed population counted 428 people). The results of survey proved that elder people are characterised by a high level of neophobia and a low aptness to use market novelties. The elder consumer expects from new foodstuffs, first of all, a beneficial affect on their health (through modification of the composition or use in the process of production of ecological raw materials) as well as traditional taste and reasonable price. The most important sources of information on the novelties in the market are for elder people their own experience and market observations as well as physicians and nutrition specialists.
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