This trend focuses on the idea of a lifelong balanced diet, meaning it's not just aimed at the elderly! Irrespective of age, people across the board need to eat better and drink more water to stay healthy and keep illnesses at bay.
The impact diet can have on lifespan and quality of life is irrefutable. Yet today's ‘healthy ageing’ push is no longer the sole preserve of the over-60s: younger generations are developing an interest in ageing ‘better’ too, with the focus on safeguarding their health as far as possible. Upon reaching adulthood, brain, joint and eye health can all be protected ahead of time via a healthy, balanced diet packed with all the nutrients needed to keep the body in great working order. In Poland, 55% of over-55s already eat and drink products that help keep their heart in shape.
Agri-food companies are following in the beauty and cosmetics industry's footsteps, adapting to the market and developing products aimed at helping consumers feel and look younger with anti-ageing and antioxidant food and drinks.
With 22% of the global population set to be over 60 in 2050, it's crucial that the agri-food industry develop the right products for each age group. The goal here is two-fold, with two different needs emerging within this trend: Health-boosting products and drinks, and those aimed at preventing illness. The challenge for agri-food manufacturers will lie in offering nutritional ready-to-drink and ready-to-eat solutions that remain tasty.
These products will need to tackle issues that were once associated with the elderly alone, by adapting them to this new target market. Marketing needs to be skilfully employed to avoid any negative age-related connotations, with communication materials tweaked to differentiate the products from those aimed at seniors. The idea is to put a positive spin on the concept of ageing by tending to your health in a bid to ‘age healthily’.
For consumers who may not be nutrition experts, it's easy to feel overwhelmed by all the information at hand, which can transform mealtimes into a real brain teaser. Consumers are looking for functional ingredients that strike a balance between nutrition, health and practical application, and low-additive products that have undergone minimal processing.
The agri-food industry can draw inspiration from Chinese diets or Ayurveda, both of which are based on the underlying principle that some natural foods have preventative and healing properties.
Italian company Geovita Nutrition offers super food blends, carbohydrates and spices such as their organic 'antioxidant blend', combining anti-ageing goji berries with anti-inflammatory turmeric. Brands may also consider repositioning some of their products, as explained above, homing in on the under-60s category. American company Fairlife did just that when it relaunched its low-fat milk with added Omega 3, a fatty acid that's essential for keeping the brain and nervous system in pristine condition.
Products that contain Omega 3 or B vitamins are highly sought after, as consumers seek not only to keep themselves fed, but to nourish their bodies, too.
One German company was even bold enough to inject gluten-free vegan sweets with nutrients to create its Beauty Sweeties brand. These sweets contain coenzyme Q10, Aloe Vera and biotin for an anti-tiredness boost and healthy heart effect!
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