Emerging categories that meet consumer demands
We see a variety of different approaches to ageing, which depends on an individual’s needs and lifestyle. Some consumers may prioritise functions such as mobility and flexibility, due to a more active lifestyle, whereas others may prioritise cognitive function due to a more mentally stimulating lifestyle. Either way, both will lead to what Max Gowland, founder of Prime Fifty, describes as key to living a healthier life: independence.
Through primary research of over 1,000 over-50-year-olds, Prime Fifty’s study concluded that seniors just want to stay active, mobile, and independent as they age and that seniors are now, more than ever, realising that it is possible to extend their healthy life by exercise and good nutrition. Additionally, National Food Intake studies confirm that the over 50s population lacks many key micronutrients—with many not meeting recommended daily allowances, a minimum requirement.
Sun-Ho Frank Kim highlights the growing opportunity to provide non-pharma solutions that address prostate health for men and menopause health for women. Current raw materials and ingredient sources are extremely limited, and industry stakeholders and consumers alike are eager to expand their choices, says Kim.
Additionally, and emphasised now more than ever under lockdown circumstances, eye health and weight management will emerge as even stronger concerns due to screen times soaring, and a reduction in physical activity for many.
Of course, we cannot ignore how the ongoing COVID-19 pandemic will impact product development in the immune health category—especially as R&D experts seek to tailor solutions targeted at the vulnerable population.
There is an estimated link between microbiome health and immunity, and Ackerman shares that older consumers are increasingly looking for ways to maintain their digestive health, such as by incorporating prebiotic and probiotic dietary fibre into their diet that supports the growth of good bacteria.