Strategija razvoja novog jestivog ulja za generaciju seniora | Strategy for the development of a new edible oil for the senior generation

Marketing professionals are in constant search, partly for new phenomena that appear in society, and partly for the right answer to the trends they have found. If representatives of the profession are so sensitive and can show discoveries and reactions „simultaneously“ with what is happening, then why do they not know or do not want to pay attention to the elderly as a target group? (Töröcsik, 2011). Everyone knows that our society is aging and the number of pensioners is growing rapidly, but a significant part of the marketing profession does not treat them as a target group. There is no doubt that people experience loss in old age, as noted by Parnowski (2013), the frequency of changes and diseases among the Polish population over 65 is divided into: hearing loss (30%); visual impairment (20%); high blood pressure (40%); cardiovascular diseases (35%); type 2 diabetes (28%); arthritis (50%); benign prostatic hyperplasia (75%); difficulty urinating (20%). Another important problem is the experience of loss related to members family and the experience of workplace-related loss. Despite all this, research shows that this segment is worth targeting as a target group, and in a way that promises success. The task is much more complex, but with the right empathy, the problems that arise can be solved by professional ethical innovation. In the world of marketing, there is room for development, advanced things, in which age and aging can hardly fit. The elderly, as a sensitive but serious consumer group that cannot be ignored in the case of special edible oils. In this paper, I tried to show an example of what a quality edible oil should look like for the elderly following the guidelines adopted by the FAO and the UN. which is in harmony with the Mediterranean lifestyle that has been tested over the centuries. Today it is the gold standard. New discoveries in molecular biology give us the opportunity to determine which food product has a positive effect on the health and lifespan of the senior population. Intensive research on telomeres, which are actually key biological parameters. Telomeres ensure accurate chromosome replication and, like a biological clock, determine our lifespan. By developing a method for measuring the length of telomeres, it will be clearly shown what kind of oil is needed for our body.