Consumers are increasingly seeking a more holistic approach to healthy aging, according to a new Innova Market Insights survey. The research reveals that seven out of ten consumers have made changes across the past year to improve their health. These changes were not just for physical health, but also focused on balancing physical, mental and emotional aspects. In light of this, nutrition that supports both physical and emotional well-being is thriving and can target the needs of different generations.

“The notion of holistic health is rising across generations, and while Millennials may focus on other health concerns than Gen Z, Gen X or Baby Boomers, all seem to share a growing awareness of the benefits of balanced, holistic well-being. They are all also embracing nutrition that supports both physical and emotional health,” Myrthe de Beukelaar, Market Analyst at Innova Market Insights, tells FoodIngredientsFirst.

Physical well-being in the lead
According to the World Health Organisation (WHO), healthy aging is “the process of developing and maintaining the functional ability that enables well-being in older age.” Being over 60 continues to be redefined, as this age group strives to remain healthier and more active. This is especially crucial with many people potentially working until later in their lives than previous generations, either out of choice or necessity. 

In an Innova Market Insights’ 2019 research it was also indicated that 76 percent of consumers aged between 26 and 55 years agreed that healthy aging started with what they ate and drank. Meanwhile 56 percent said that they had increased their consumption of functional F&B over the previous year.

According to the new consumer survey, changes to improve physical well-being continued to lead the category, with 53 percent of respondents saying that they made a change for the better. A significant number of consumers also say that they had taken steps to improve mental health and emotional well-being (44 percent of respondents) and for consumers saying that they had sought more spiritual time (32 percent of respondents).

Healthy aging claims on-pack
NPD in this space is slowly rising to cater to this underserved demographic. Healthy aging claims are starting to appear more regularly on food products and beverages as younger generations prefer functional food and beverages to classic supplement formats. 

De Beukelaar says that products with active health claims are increasingly featuring in the healthy aging market to cater to a variety of needs. “Food and beverage launches with active health claims tracked by Innova Market Insights are seeing a growth of 11 percent (Global, 2018 versus 2019) and there is a particular focus on healthy aging or aging well, both for seniors and for younger demographics already engaging with preventative care.”

Global research by Innova Market Insights indicates that 30 percent of over 55s cited tablets and 26 percent cited capsules as their preferred form of intake for supplements in 2019. 

However, among those aged 26 to 35 years, nearly 30 percent preferred supplements in the form of food products and 28 percent as beverages, falling slightly to 22 percent and 25 percent, respectively, for those aged 36 to 45.  

This presents opportunities to redefine supplements and how they are used, while the market researcher says it is also seeing blurring boundaries between supplements and F&B products.

Joint health, energy/alertness, immune health and bone health are some of the fastest growing active health claims for global food and beverage launches in recent years as links between particular nutrients and health benefits are increasingly made. 

Brain health is another area of growing interest, particularly in terms of aging well, while targeting physical appearance via nutrition and diet is also seeing rapidly rising levels of interest. 

On September 7 at 13:30 (BST), De Beukelaar will present “Health & Happiness: a holistic Approach to Healthy Aging webinar” as part of Vitafoods Virtual Expo event. Join the webinar to learn more about how consumers are increasingly looking for solutions to live their life to the fullest. 

The webinar will also cover immunity and digestion and our sister website NutritionInsight, previously reported on these expanding categories. Healthy aging was also addressed by Lonza and Euromed in a previous Vitafoods webinar, wher it was noted that consumers are seeking healthful foods and nutrition that will prolong their active or “good years” well into senior life.

In the same space, Amazentis recently unveiled a muscle strength booster for healthy aging, which employs cellular nutrition. Meanwhile, Jordan Donohue, Business Development Manager of Sports Nutrition & Health Food at Arla Foods Ingredients, highlighted that an emerging trend pegged for further growth within the performance nutrition space is healthy aging and seniors’ protein demands.