Identifying sweet spots in a broad market brimming with opportunity
Consumers are turning to ingredients with health claims to include in their diet, whether from natural foods such as fruits and vegetables, functional foods, or drinks. According to McNamara, “the older consumer is looking for supplements to help with both short-term needs, like boosting energy and alertness for the day, and with long-term goals like supporting bone and joint health, mobility, and other conditions that relate directly to the quality of life."
Hughes has noticed “brands are placing greater emphasis on validating claims made on packaging through scientific evidence because as consumers become health-conscious, they also become sceptical towards health claims in general." Brands are also packing multiple health benefits in a single product, making them more easily accessible for consumers looking to take a holistic approach. According to Innova Market Insights 2020 survey, seven out of 10 consumers changed their behaviour towards better health, balancing physical, mental and emotional health.1
When looking at the mobility market, Reguant says, "There's an opportunity to communicate the benefits of good mobility for overall health and wellbeing and improving quality of life, making mobility solutions relevant to traditional target markets and a new generation of consumers seeking sustainable, long-term health products. For example, convenient 'better for you' products that are nutritional and also bring added health benefits, such as supporting mobility, are likely to be considered more appealing than products targeting specific health issues in isolation, such as joint health."
Mobility and independence remain key priorities among seniors
As the pandemic has expanded the number of consumers interested in healthy ageing, should companies target and advertise their healthy ageing products to specific age groups? Hughes and Reguant believe brands can target all consumers of all ages with the concept of healthy ageing. "Hughes says: "Younger consumers are recognising that they are not as healthy as they should be because of the busy lives that they lead, impacting their diets and ability to relax. Allergies and intolerances are also becoming increasingly common amongst this group. Meanwhile, mid-life and senior consumers recognise that they are becoming increasingly vulnerable to disease and illness.
WATCH: Evolving nutrition trends in healthy ageing (APAC)
"As such, consumers of all ages are taking steps to improve their health, even to maintain a good quality of life or actively break stereotypes associated with older age and vulnerability. While the types of products and formats of appeal may differ between age groups, consumers of all ages are on the lookout for products that boost health.”
However, it is still important to specify the different benefits for the various demographics. Reguant adds: "Products for seniors may highlight remaining independent and living life to the fullest, while solutions for active consumers could be positioned as reducing the risk of damage through exercise-induced stress, or supporting performance for more serious athletes.”
Interestingly, Mattern believes products with immune health claims could sell year round. Thus, brands looking to increase their sales could benefit from exploring immunity category products. "Immune health seekers are a proactive, preventive-care audience, which falls into the definition of a healthy ageing market” he says. “Furthermore, for the majority, 'vitamins' comes first to mind when thinking about immune health. Multivitamins rank highest on the dietary supplement list, as they are both familiar and accepted as safe."
The commercial opportunities for new healthy ageing products are limitless. For instance, specific Lactobacillus probiotic strains can help consumers maintain glucose levels2—an important focus for the elderly. Collagen hydrolysate and milk protein-blend functional drink support muscle health in older men.3 Further, Oligopin—French maritime pine bark extract (Pinus pinaster) helps support bone health in older women with osteopenia.4
Hughes highlights: “Consumers want to see functional claims across a variety of product categories, irrespective of whether these categories are deemed better-for-you or are inherently associated with indulgence, meaning that there is an opportunity to promote functional and fortified ingredients across a variety of categories. Impulse categories will be especially appealing to consumers, especially if they can combine taste and nutrition."
References 1. Lalou, K., 2020. Healthy aging: Innova Market Insights reveals rising holistic nutrition demands. [online] Food Ingredients 1st. Available at: https://www.foodingredientsfirst.com/news/healthy-aging-innova-market-insights-reveals-rising-holistic-nutrition-demands.html 2. Primec, M., Škorjanc, D., Langerholc, T., Mičetić-Turk, D. and Gorenjak, M., 2021. Specific Lactobacillus probiotic strains decrease transepithelial glucose transport through GLUT2 downregulation in intestinal epithelial cell models. Nutrition Research, 86, pp.10-22. DOI: https://doi.org/10.1016/j.nutres.2020.11.008 3. Brook, M., Scaife, P., Bass, J., Cegielski, J., Watanabe, S., Wilkinson, D., Smith, K., Phillips, B. and Atherton, P., 2021. A collagen hydrolysate/milk protein-blend stimulates muscle anabolism equivalently to an isoenergetic milk protein-blend containing a greater quantity of essential amino acids in older men. Clinical Nutrition, 40(6), pp.4456-4464. DOI: https://doi.org/10.1016/j.clnu.2021.01.002 4. Majidi, Z., Ansari, M., Maghbooli, Z., Ghasemi, A., Ebrahimi, S., Hossein-nezhad, A. and Emamgholipour, S., 2021. Oligopin® Supplementation Mitigates Oxidative Stress in Postmenopausal Women with Osteopenia: A Randomized, Double-blind, Placebo-Controlled Trial. Phytomedicine, 81, p.153417. DOI: https://doi.org/10.1016/j.phymed.2020.153417