With the population of over-65s in Europe expected to hit almost 150 million by 2050, older consumers are becoming an increasingly significant cohort. However, there have been few new product launches specifically aimed at this demographic. Market researcher Mintel’s report shows that only 0.0005% of new food and beverage and health and hygiene products targeted those aged over 55 in 2021. Brands have traditionally steered clear of this segment as older consumers have been happy to buy products designed for the younger population, but not vice versa.
However, with demographics now heavily skewed towards older people, brands should take advantage of the opportunities present in creating healthy ageing products targeted at them. Professor Louise Dye, a Chartered Health Psychologist at the University of Leeds, explains that ingredients such as theanine, amino acids, polyphenols, and omega 3s are currently being keenly studied for their effects on cognitive health as we age.
“Fibre intake is really important, not just for nutrients but also for brain health because it lowers glycaemic response, and we know that obesity and type 2 diabetes that lead to cognitive decline are related to that poor regulation of blood glucose. One of the things we tell people is to eat a rainbow. What we’re actually saying is eat lots of polyphenols; eat lots of fruits and vegetables, and there is good evidence that the beneficial effects of polyphenols on cognitive function, on blood flow to the brain, and other things like digestive function and uptake of nutrients.”
Studies now show that “what the mother eats in pregnancy has an impact on the child’s preferences during life.”. Professor Paula Varela, a Senior Researcher in Sensory and Consumer Science at the Norwegian food research institute Nofima, suggests that we should start being aware of this early in life and not reach a point of heavy cognitive and physiological decline.
In targeting older consumers, Seaweed & Co’s Craig Rose found that his consumer market was predominantly women over 40. “They are thinking about their health more than they perhaps were 20 years earlier. They also have more disposable income and are generally more brand loyal than younger people. So I want to actively market to older people. The menopause is a great example. It’s a ridiculously ignored sector, and it’s insane people have ignored it for so long. So there’s opportunity there.”
While specific products exist, Dye suggests that food and beverage manufacturers should take a “health by stealth” approach, similar to current sugar and salt reformulation efforts. “Older adults don’t want to change their diets because it’s entrenched. So it’s about health by stealth and making foods that we’re used to actually contain the nutrients that will be good for you.”
To open up opportunities to lower-income groups and make healthy food affordable, there is scope for manufacturers to offer alternative options such as combining supplements with commonly accessible food products. Varela points out that more research is needed on the types of food, textures, and flavors desired by older consumers, which could present many opportunities to enhance food for older adults. On the packaging end, companies can focus on ease of use to provide a better experience for those who may have difficulty opening packets.
