Demand and disposable income meet in the over-55s demographic, yet only 1% of recent launches cater to these consumers, Mintel insights show.

Globally, consumers aged 55 years old and over seek food and drink products that respond to their overall health needs, with these shoppers calling for nutrition-focused products.

Demand and disposable income meet in the over-55s demographic, yet only 1% of recent launches cater to these consumers, Mintel insights show.

Globally, consumers aged 55 years old and over seek food and drink products that respond to their overall health needs, with these shoppers calling for nutrition-focused products.

Claims and clicks to purchase

“Claims are here to support consumers choices and selling to them based on the concerns they have about their bodies,” added Russell. The 55-plus market tends to start having ailments and health concerns and wants to combat those, so they will spend money on solutions they believe will help.

Over-55s are invested in their holistic health, encompassing nutrition and wellbeing. Including popular and effective botanical ingredients and nutrients like lutein and folic acid are key strategies to attract the demographic to purchase products. Claims citing specific benefits such as circulatory health, urinary tract health, and beauty also create opportunities for manufacturers looking to reach this largely undeveloped marketing opportunity.