The report, by researchers from the University of Hertfordshire, comes amid growing pressure for town centres and shopping destinations to adapt to the needs of older customers.

The study found the tradition of a trip to the local shops or supermarket was being threatened by the increasing popularity of online shopping, reports the Daily Mail.

And it said some elderly shoppers feel "disenfranchised" by buy-one-get-one-free offers that are targeted at families buying in bulk, or money-off offers which appeal more to higher spenders.

Professor Wendy, of the University of Hertfordshire, said: "Older people are more likely to have a wide range of factors working against them when it comes to sourcing, buying and preparing food.

"Industry and policymakers have a real opportunity to introduce practical and cost-effective measures that support older people to enjoy a healthy, affordable and safe diet, and to develop, or continue with, a positive relationship with food.