WHAT OLDER CONSUMERS EXPECT FROM FOOD

Why do you think it is particularly relevant for SIAL Paris to feature a thematic route dedicated to senior nutrition this year?

Population ageing is now a well-established reality, not only in France but worldwide.

According to INSEE, people aged over 65 in France now account for almost the same share of the population as those under 20: 22.2% compared with 22.5%. This demographic shift is expected to accelerate from 2030 onwards, driven by both longer life expectancy and falling birth rates.

The United Nations predicts that by 2050, there will be twice as many people over the age of 65 as children under five, while the over-65 population will also outnumber those aged between 15 and 24.

What are the main trends or developments you are currently seeing in this sector?

Since the Covid-19 pandemic, we have observed two major shifts in attitudes towards health. First, consumers have moved from a curative approach waiting until they become ill before seeking treatment towards a more proactive mindset focused on preventing illness.

At the same time, consumers who previously sought to fight ageing through an “anti-ageing” approach are now embracing the concept of “healthy ageing”. They have accepted that ageing is inevitable and, rather than simply wanting to live for as long as possible, they want to remain healthy as they grow older.

This trend is also influencing younger generations, including Gen Z and Millennials, who increasingly understand the importance of looking after their health today in order to age well in the future.

Within the broader healthy ageing trend, key areas of concern include mobility such as joint, muscle and bone health cognitive functions, including memory, concentration and stress management, as well as sleep, nutricosmetics, digestion, immunity and women’s health, particularly menopause.

In this context, nutrition, and food more broadly, have a major role to play.

Are there any key figures or market data that illustrate the importance and momentum of this sector?

According to Innova Market Insights, 73% of consumers worldwide consider healthy ageing to be extremely or very important. This figure stands at 61% among Gen Z, 73% among Millennials, 77% among Gen X and 81% among Baby Boomers.

In addition, 21% of consumers worldwide purchase food or beverages specifically to support healthy ageing.

For Baby Boomers, maintaining mobility is the most important aspect of ageing well, cited by 38% of respondents, with bone and joint health identified as a priority by 46%. For Gen Z, the leading concern is disease prevention, at 28%, followed by immunity, at 24%.

What are the main specific nutritional needs of older people?

Older people represent a highly diverse population, ranging from those in their sixties to people aged 100 and over. It is therefore difficult to draw a simple distinction between “younger” and “older” seniors, as some centenarians may be in better health than people in their sixties.

Whether someone lives independently at home or in a care setting also makes a significant difference. Overall, however, older adults in industrialised countries are the only population group that needs to increase its protein intake in order to help prevent sarcopenia, the age-related loss of muscle mass.

They also require more calcium, together with vitamin D to support its absorption, particularly women, who face a higher risk of osteoporosis.

Appetite often declines with age, while older people may also forget to drink enough. Food products therefore need to provide greater nutritional density, with more nutrients per calorie, while the product offering should also include suitable beverages.

What innovations are currently shaping this sector?

In Europe and North America, product development tends to focus on a specific health concern such as memory, joint health, wrinkles or vitality rather than explicitly targeting a particular age group.

In Asia, by contrast, being an older consumer carries less stigma, and products clearly identify their intended audience through labels such as “senior” or “55+”.

In both cases, innovation is strongly health-focused, particularly through nutrient fortification, but taste and texture are equally important. Chewing can become more difficult with age, while the number and sensitivity of taste buds also decline.

A growing number of products also address healthy ageing through a preventive rather than curative approach. These products are generally aimed at younger consumers who want to protect their long-term health.

How do you think demographic ageing will transform the food offering in the coming years?

Older consumers tend to be better informed about nutrition than the wider population. They also allocate a larger share of their budget to food.

Although enjoyment remains one of their main purchasing motivations, as it does for consumers generally, they pay closer attention to how extensively products have been processed, as well as to their composition and origin.

Contrary to common assumptions, they do not necessarily cook more frequently, particularly when living alone. They are, for example, among the largest consumers of prepared meals.

Nutrition is therefore likely to become a more prominent part of the food offering in the coming years, particularly for people in their sixties who want to remain healthy as they age.

Older people living in care institutions have little influence over the quality of the meals they receive. Nevertheless, innovation is also taking place in this area, with products designed for specific conditions, such as bite-sized finger foods for people living with Alzheimer’s disease.

Image credits:
Matt Bennett