‘Healthy ageing’ is in the strategies of many food and beverage companies, but most businesses still struggle with understanding the market. Successes have been few and failures many. With a major shift in demographics underway, seniors are becoming the biggest consumer segment for many companies. Understanding the dynamics of healthy ageing, and how to create successful products, is more important than ever. In this Strategy Brief we focus only on what is actionable for a successful strategy. We cover seven benefits that are motivating to older consumers, and five strategies you can use to go to market. Our six case studies show how companies are putting these into action.

Creatine is getting more Google searches than collagen. Social media attention is soaring. Food and beverage brands from Portugal to Costa Rica to America are debuting beverages and foods that combine the benefits of protein with creatine. Interest is widening beyond gym-goers, with young women driving much of the growth. The benefits are also going wider, with cognition and menopausal health increasingly substantiated by science. This Strategy Brief sets out concisely what you can realistically do with this opportunity: who are the target consumers, what are the growth prospects for which categories, and what are the risks. 

The purpose of this report is to help you be the best-informed that anyone in our industry can be about the most important growth trends in food, nutrition and health – and what strategies you can use to create success for your business with those trends.