LEONARDO RUBIO ANSELMI
IFF, Copenhagen, Denmark

Abstract

What aspects of health do senior consumers hope to manage? Survey respondents revealed that traditional health concerns remain top of mind. The challenge for manufacturers is to develop tailored food formulations that support the prevention of such age-related issues. An upbeat brand positioning must then point to good times ahead. Active ingredients will be key to achieving this proactive appeal. Manufacturers should consider three factors in particular: positive imagery, eating occasions and fundamental choices about product format.

The last thing that makes people feel good about themselves is to be reminded time and time again that they are getting older. Judging by the few food products targeting seniors on store shelves, manufacturers are still skirting around this sensitive subject. Nevertheless, there are plenty of reasons why they should grab the opportunity – if they can just find the right way to talk about it and the right formulations to make a difference.

The first and most obvious reason for entering the healthy ageing market is that people are now generally living longer in most countries around the world. In Europe alone, Eurostat predicts that people above the age of 65 will account for 27% of the population by 2040.

But age alone is not the issue. Many seniors today are fit and active and expect to continue enjoying life well into their retirement. For them, a far more pressing question is what they can do to counter the ageing process and improve their chances of a longer life with good health.

WHEN TO START THE CONVERSATION

An IFF survey of 60 to 75-year-old consumers in Germany, Italy and the ...