A growing ageing population is both an economic challenge and a business opportunity. As populations age, life’s milestones are deferred, and more people in the later stages of life assume the typical responsibilities of their younger counterparts, such as working and caring for children; all of which require optimum physical and cognitive form. Supporting consumers to optimize their healthy years requires intuitive products and sensitive marketing to engage the young, the old and the ageless.
The pursuit of healthier lifestyles is transforming stereotypes about ageing across all demographics. Recognition of prevention throughout all life stages is paramount. Through a holistic approach, inclusive of lifestyle, physical form, internal balance and nutrition, companies can transform challenges into opportunities.
Encouraging preventative measures among the young is critical, if only to satisfy an increasingly sought-after ‘health’ status. While specific solutions are an appropriate proposition for the more sceptical older generations, addressing needs with strongly backed-up claims should be key for the ageagnostic ‘ageless’ generation.
While perceptions of nutrition as the key important factor for health is most universal among all ages, a closer assessment of formats, packaging, positioning and credibility among various ingestible solutions is required.
Aligning healthy ageing concepts around physical fitness and form, should promote early adoption and status for the young, further encouragement and dedicated product positioning for the elderly, and focus on community values and specific needs for the ‘ageless’.
The adoption of new habits and the reversal of engrained routines require a focus seamless health-intrinsic lifestyle products and technology or socially enabled solutions and services that support a health-oriented mind-set.
Acknowledgement of the importance of brain and mental health to ageing is creating opportunities across a variety of sectors, including supplements, fortified foods, community services and sleep-related products.
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