HiE: Golden rules for netting the golden year shoppers

Marion Schumacher, senior conference producer for Informa Health and Nutrition, provided a US regional market update for delegates of the event in Frankfurt, explaining that trends in the US often provide a preview of what's to come in other markets across the globe.

She said the over 65’s market is a ‘massively growing’ market and it’s important for health food and drink companies to cater to them as they aim for more active lives with the help of products rich in a number of functional ingredients, especially protein and collagen.

But she added that there are some 'golden rules' for marketing to this audience.

‘Anti-ageing’ claims have not aged well​

She explained that senior consumers want to feel empowered to make their own health choices so it’s important marketers speak to them in terms of ‘empowering’ ​as opposed to ‘rescuing’.​

“Move away from anti-ageing terms,”​ she advised. “We can’t prevent ageing so don’t walk in that way. Speak to that consumer by thinking of ageing as something healthy and an area where you can provide vitality.​

“Dove talks about ‘pro-ageing’ and L’Oreal talks about ‘the perfect age’, therefore enabling consumers to be positive about the ageing process.”​

Mintel research​

This research is in-line with Mintel’s report​​ on consumer trends for 2019 which has also found that consumers no longer want to see the term ‘anti-ageing’.

This research also showed that consumers of all ages are looking to consume food and drink that helps prevent the signs of ageing so they are interested in products offering benefits to their brain, skin and musculoskeletal health.

Ancient wisdom​

The Informa and Mintel reports both state that ingredients used within ancient Chinese medicine are enjoying a resurgence in popularity.

Schumacher says she can see ingredients such as Moringa growing in popularity. Moringa is a tree native to India and the leaves are said to help boost brain power and energy and reduce cholesterol.

Astragalus is another herbal remedy Schumacher can see making a comeback. It is often used to prevent seasonal allergies, heart failure, diabetes, boost the immune system, protect the liver, fight bacteria and viruses and much more.

She adds that another one to watch, is Schisandra - a plant used to increase energy, prevent early ageing, normalise blood sugar and blood pressure, stimulate the immune system and speed recovery after surgery.