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About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Abstract Given the many potential negative factors that influence food choice behaviour in older people, it is important to understand the problem areas of food shopping. Uses critical incident technique (CIT) to elicit consumers' stories of dissatisfying/satisfying shopping experiences and, where dissatisfied, identifies their expectations. Volunteers from a cross-section of locations in Scotland were interviewed, eliciting 248 incidents. Results identified eight key elements contributing to the food shopping experience with all, except social aspects, having positive and negative incidents. Argues that the factors influencing the food shopping experience are much wider than previous research indicates and that, given the breadth of dissatisfaction across the elements, older consumers are lacking "power" within the marketplace. Expectations indicate that some consumers feel they do not have the ability to exercise any alternative to overcome their dissatisfaction.Research has found there to be many potentially negative factors influencing the food choice behaviour and nutritional status of older people (Herne, 1995), with one key area identified as the food shopping environment (Read and Schlenker, 1993;Brech, 1994). The quality of the food shopping experience of older consumers is of relevance to marketers, as their increasing numbers represent a growing market opportunity for food retailers, who are competing at the margins for market share.