Longer life expectancy and growing consumer pool evolving need
The World Health Organization defines healthy ageing as “the process of developing and maintaining the functional ability that enables wellbeing in older age.” As the global population ages, there is interest from consumers in increasing health span—the length of life free from serious ailments. Diet, exercise and a positive mindset all contribute, but so does the power of natural ingredients to support the function of the joints, heart, mind and body.
Across all sectors of the population, driven in part by dissatisfaction with the healthcare system, consumers are experiencing a renewed sense of self-responsibility and taking back their wellbeing decisions. With healthy ageing being promoted to even the youngest of generations, brands and manufacturers are redefining the ‘ageing’ target market.
According to the United Nations, the global population aged 65 and over is growing faster than all other age groups; according to data from their 2019 revision of the World Population Prospects, by 2050, one in six people in the world will be aged 65 or over.
Additionally, the elderly population are also living longer. The World Bank and OECD data suggest that the global average life expectancy today is 73—seven years more than that of 20 years ago at 66. But living for longer doesn’t necessarily mean living healthier.
More elderly people are now living with multiple chronic human diseases at once. These including diabetes, cancer, cardiovascular disease, and other conditions related to an increase in age, such as hearing loss, dementia, arthritis and osteoporosis. Elderly people are also more likely to experience accidents, owing to mobility challenges. Consumers are now aware of this, and in recent years there has been a large shift in consumer behaviour towards ‘prevention’ rather than ‘treatment.’
Today’s ageing consumers are looking for natural, science-backed solutions that improve their quality of life without negatively affecting their lifestyle.
Click here to download the 2020 Vitafoods Insights healthy ageing report
Although millennials often garner the most attention, Hannah Ackerman (registered dietician and corporate communications manager at Comet Bio) reminds us that the baby boomer generation represents a sizable portion of the global population. Looking at the United States, she notes that as baby boomers enter their next life phase, demographics are going to change; by 2030, one-in-five Americans is projected to be 65 years old and over. As generational distributions shift, it will become increasingly important for food and beverage manufacturers to anticipate the unique health demands of consumers at different life stages. “Baby boomers are already taking a more proactive approach in maintaining their health than previous generations says Ackerman, and we see them actively seeking preventative options to help delay age-related declines in body form and function.