The thinking around healthy ageing has evolved significantly. From a focus on diseases and disease prevention, healthy ageing today means maintaining overall wellbeing across physical, mental, and social dimensions, and this view is being corroborated by public health authorities such as the World Health Organization and consumers alike.
 

With increasing life expectancy, the population of those aged 65 and above is expected to grow from one in 11 in 2019 to one in six by 2030¹. The growing and changing needs of this consumer segment cannot be overstated.
 

To better understand the impact and nuances of this multi-year trend and to better support brands through an ever-evolving consumer landscape, Nutiani conducted a global survey in conjunction with Ipsos for deeper insights, including consumer attitudes towards healthy ageing. Using the results of the survey, the latest Proactive Nutrition for Healthy Ageing report was developed, in which the following key findings were surfaced: 

1. Age brackets do not tell the full story 

Though ageing adults may appear to be a fairly homogenous group, there are significant differences in health status, lifestyle habits and wellbeing concerns within this group and assumptions about consumer preferences cannot be made based on age or age-related risks².

For instance, while concerns about inner wellbeing, including gut, immune and skin health, as well as sleep quality and cognitive health, remain prominent as consumers age, muscle health, fitness and stamina, as well as weight management face a significant decline in interest with age even as risks rise¹.

At the same time, even though conventional wisdom identifies midlife consumers aged 45 and above as the main target audience for healthy ageing solutions, brands should also account for proactive younger consumers who are intent on developing healthy habits early in order to maintain wellbeing into their golden years. According to the latest Nutiani Ipsos Consumer Health and Nutrition Index, approximately 75% of consumers between the ages of 25 to 44 find healthy ageing important.

In other words, there are no one-size-fits-all solutions.
 

Beyond age, consumers’ nutrition needs are also heavily shaped by other demographic factors like gender. Though women typically have a longer lifespan than men, the same is not true for their healthspan. Due to a combination of biological, social, and other factors, ageing women are disproportionately affected by conditions like dementia and migraine³ – with menopause also leading to complications like anxiety or poorer bone and joint health that often goes overlooked.

2. More knowledgable, more proactive

Consumers are now focused on living these additional years feeling their best and making a concerted ongoing effort to achieve good health.

They have a strong belief in the role of nutrition in both the management of current health concerns as well as in preventing health complications in the future, and they are taking proactive steps to stay healthy as they age.

3. Evolving concerns across generations

While the commonly identified cornerstones of healthy ageing, such as age-related health risks, can serve as a preliminary framework for brands in their innovation journey, they discount the fact that the market for healthy ageing solutions comprises an extremely diverse demographic with different health statuses and preferences. To capture the full opportunity, brands must develop truly targeted solutions that resonate with consumers, which involves a robust and nuanced understanding of consumer concerns.
 

There are health concerns which remain consistently top-of-mind for consumers throughout their lives, such as sleep quality, digestive health, and cognitive health. However, there are also areas that become less important as they age, regardless of age-related risk statistics. Understanding these differences can help brands to focus on developing solutions that best support customers at different stages of their healthy ageing journey.
 

Tapping on the sizeable opportunity from one generation to the next

For brands to tap into this opportunity, it is critical to understand the subtle differences in the way consumers make purchasing decisions across segments – from the current cohort of older consumers to the next generation.

This can range from differing health and wellbeing concerns to delivery formats, transparent communication, and reliable product information. It can also include tailored marketing and communication efforts to build deeper and longer-lasting consumer relationships.
 

While the space can be complex, the report discusses the many opportunities that brands can capture: