Healthful ingredients… that address the major health concerns of aging consumers

In 2013, over 2.5 billion people worldwide were aged 40+ years. That number is projected to reach 3.5 billion by 2030, representing 42 percent of the population1. The fastest growing sector will be aged 60+ years, as the segment of the population aged 40+ years continues to rise1. Today’s aging consumer comes in many shapes and sizes. Therefore, marketing to consumers based on age alone will not lead to success. It is essential to appeal to consumers in this age bracket based on their needs, not based on a number alone.

Many of these consumers prefer the use of foods and drinks that enhance their health over medications. In fact, there is a distinct opportunity within a sub-segment of this age group who have high nutritional awareness, are highly motivated to change, have health concerns and are looking for food, beverage and supplements to help. Meeting the nutrition needs of these early adopters who select foods and beverages to promote health as well as motivating them to action is vital.

This article is available in full in the Autumn 2014 issue of Nutraceuticals Now