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Older Consumers Looking for Products That Support Active Lifestyles
- 28 October 2014
A recent report from Mintel shows an interesting angle on older consumers. Increasingly, there is portion of elderly consumers that are looking for products not just to maintain their health, but to support active lifestyles. Older consumers hold down full time or part time jobs for longer than ever before, and also engage in active leisure pastimes. They are looking for products that energise and keep them looking young and feeling competitive.
Evidence of the interest of older consumers in their health is seen in fresh produce sales in Ireland, where the over 65's heavily over index in fresh produce consumption, buying 27% by volume despite making up only 21% of shoppers, and having small households on top of that.
Most mature consumers view shopping as a social occasion to look forward to, and tend to shop at times of the day when stores are not busy, often in the early morning. They shop frequently, sometimes every day, and buy fewer items than younger age groups, but spend more on food, beverages and non-prescription health items. Overwhelmingly, they seek quality products, are loyal to brands, and are not particularly price sensitive.
Below are some examples of new products from around the world aimed at capturing this market:
From Japan, Meiji Bulgaria Active Plus Pomegranate & Red Grape Yogurt features rare and nutritious pomegranate juice, red grape fruit and LB81 lactic acid. It is said to be suitable as a snack, breakfast and dessert. According to the manufacturer, it offers anti-ageing effects from within.
From Spain, 'Beauty & Go's ' Bebida Anti-Edad para la Piel con Macro-Antioxidantes' (Anti-Ageing Drink with Macro-Antioxidants) is now available. This product is beneficial to the skin, is made with pomegranate, citrulline and hyaluronic acid, and is rich in vitamins C, E, and selenium, which contribute to the protection of cells. It is free from added sugars, low in calories and contains fruit extracts.
From SuroVital in Poland, Raw Chocolate with Cherry & Acai is a handmade chocolate with unroasted Criollo cocoa beans rich in magnesium, potassium and iron. It is low in GI, is said to be perfect for diabetics and individuals cautious about their weight, and includes berries which have anti-ageing and slimming properties.
For more information contact michal.slawski@bordbia.ie.
Source: Bord Bia - Older Consumers Looking for Products That Support Active Lifestyles
