Within this report you will find the answer to the key question: “What do 50+ people eat and drink in 2029 and how does a supermarket look like?” to help the Dutch supermarket chain Albert Heijn dealing with an aging society in a fast-changing world.
As a basis in this report, we analyzed the brand itself as well as the demographics in the Netherlands.
With this background information, we analyzed external factors (STEEPLE) concerning relevant changes and trends. We also got inspired by cities ahead of us like Tokyo, how they deal with an aging society.
Based on this detailed analysis we developed an Impact Diagram and specified it in four possible future scenarios (using only trends with high impact and high uncertainty).