‘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:

• where and how do you reach the older consumer?
• what benefit platforms will appeal to them? Which ones are high risk?
• what are realistic sales targets?

Of the many health benefits that are motivating to older consumers, only a few successfully motivate the consumer to pick a product time and again. We explain:

• which seven benefits are the most motivating to seniors – and credible from food & beverage
• what the nuances are for each benefit area
• how you should segment the Healthy Ageing market (from ages 40 to 80+) and how differently you must approach each segment
• what the five strategies are that you can use to go to market

And our Case Studies show how real companies are putting these into action and what results they have achieved.