The future consumer –

it's not just about millenials

Seniors are a vast group of individuals with a wide range of needs. How can

brands address their concerns and find growth.

Jane Barnett

Head of Insights - South APAC

March 2019

How we do it

4

Where we do it

Today's presentation

Why seniors

and who are

they really?

Innovation for

today's seniors

Healthy aging -

the broader

opportunity

Why seniors

and who are

they really?

Select countries: percentage of population aged 65 and older, by country, 2015

Japan, Germany and Italy already have a high share of citizens aged 65+

Source: World Bank

The number and

proportion of older

Australians is expected to

continue to grow.

By 2057, it is projected

there will be 8.8 million

older people in Australia

(22% of the population);

by 2097, 12.8 million

people (25%) will be aged

65 and over.

Why we need to examine the senior opportunity in Australia

Source: ABS

Proportion of the Australian population aged 65+, over time

Seniors are a diverse demographic

Wide range of needs

Food and drink companies are

challenged to address the wide

variety of health states of

consumers aged 65 and older.

Seniors include healthy people

who are active or still working as

well as older adults who might be

dealing with serious health issues.

Both prevention & medical

Health is, indeed, a hot topic as

76% of US adults aged 65+ said

their health is their top focus. Yet

the definition of "health" can be

different within the 65+

demographic. The vast range of

ages and health needs of seniors

includes food and drink for

prevention as well as formulations

for medical purposes.

Nutrition, flavour and ease of

consumption

Manufacturers will be challenged

to create food and drink

formulations that are nutritious,

flavorful and easy to consume by

older consumers of all ages and

health level

Helen Ruth Van Winkle or Baddiewinkle as she

is better know, is an internet sensation at the

age of 90, the pastel-clad raver hangs out with

Miley Cyrus, is a muse for makeup brand Urban

Decay and has 3.8m Instagram followers

(including Rihanna) with the tagline "Stealing

Your Man Since 1928".

She’s fierce, fabulous, and proves that age

really is nothing but a number.

She reflects the shift that is happening,

consumers, especially seniors, want to be

empowered with the products that they

purchase or consume.

Welcome to the ‘Greynnaisance’ where age is just a number!

@baddiewinkle - Stealing your man since 1928

Source:Instagram @baddiewinkle

Innovation for

today’s seniors

Active seniors

General positioning and implicit claims

around energy, vitality, and anti-aging

with a more positive approach will be

needed in order to reach seniors

effectively, and empower them to go on

living the life they love rather than selling

"cures for being old".

Old gold

They have smaller appetites, limited

motor skills, and taste and nutrition

challenges. Need guidance and easy

nutrition in response to motor

deficiencies, physical or mental

weakness. Products that are easy to

chew and to swallow, as well as hyper

calorific and protein-rich meals to

combat malnutrition will effectively reach

this group.

Innovate for the differing needs within the senior demographic

Food and drink formulations can respond to the existing health concerns of today's

consumers aged 55 and older.

BRAIN HEALTH

56% of UK adults aged 55+

are concerned about

developing dementia

HEART HEALTH

55% of Polish and 49% of

Italian adults aged 55+

use functional food and

drink to maintain a

healthy heart

JOINT HEALTH

20% of US adults aged 65+

currently use a

supplement for joint

health and 16% use

medication to treat joint

pain

Today's seniors have a range of health concerns

Base:UK: 1,437 adults aged 55+; Poland: 409 internet users aged 55+ who have used functional food and drink in the last six months; Italy: 506 internet users aged 55+ who have recently used functional food and drink; US: 500 internet users aged 65+

Source: UK: Ipsos Mori/Mintel; Europe and US: Lightspeed/Mintel

Tapping into the Active Seniors segment

Sanitarium Cluster Crisp Cereal

targets busy, health-conscious

seniors through relevant

combinations of claims such as,

digestion, immunity and reduction

of tiredness and fatigue as seen

in this example (NZ)

The other end of the spectrum - overt positioning for Old Gold

Incorporating the needs of the older

consumer in relation to what they can

do in terms of feasibility on chewing,

difficulty on swallowing.

With this, the Universal Design Food

(UDF) categorization in Japan identifies

food by how easily it can be consumed,

which is especially helpful for seniors

and caregivers to identify what food is

appropriate for their situation.

Soft foods fall into one of four categories

that rate the food based on hardness,

stickiness and how easy it is to chew.

The middle ground: clear functional benefits

One of Poland's leading dairy companies

rolled out a senior-friendly yogurt range in

March 2018. The yogurt and yogurt drinks

are lactose-free and enriched with

calcium and vitamin D.

Calcium helps maintain healthy bones,

calcium and vitamin D maintain muscle

functioning and vitamin D supports

functioning of the immune system and

calcium absorption.

Traditionally Anlene’s proposition has been

around mobility and prevention of bone

deterioration.

A clear product target for people who are

affected by conditions of old age.

Recently repositioned as ‘moving as young as

you feel’, communicating a more positive

message about aging.

Heart Max targeted towards maintaining heart

health is about ‘growing young together’ –

communicating the message that life should be

lived in full.

Anlene repositions brand for the "new senior"

According to Tetra Pak Consumer Generations Whitepaper, research proved that effective

packaging for those over 60 possesses five important attributes that seniors want and need:

Packaging design for seniors should be based around simplicity

Visual communication - Graphics, colors, images, and typography should take the

consumer on a journey, but in a clear and defined way.

Legibility - Text must be easy to read. Small fonts, pale colors, and low contrasts negatively

impact label readability.

Opening - Not only should it be physically easy to open and close, but it must be incredibly

clear to the consumer how to open the item.

Handling - Due to decreased strength and rheumatic disorders, package shape and weight

should make it easy to hold and use.

Perishability - For food and drink items, innovative seals can increase shelf life and lead to

fewer trips to the store for those who struggle with mobility.

Redesigning packaging to meet consumer needs

This pack presents new easy opening, using less effort to open it. At the top of the

package there's a red mark and a strip, the red mark defines the way of opening and the

strip limits the portion of pasta to use. The package was inspired by what seniors use in

their everyday life.

- Adriana Pereira

Think smaller

The number of single-person households increases

with age.

In the UK, 54% of over-75s live alone. Convenient

closures/opening systems alongside functional

ingredients can help brands unlock new target

audiences among the senior groups. Furthermore

creating packaging sizes that meet the smaller

appetite can find appeal.

Nissin Assari Sukuname Cup Noodles in 57g cups

were launched targeting the older consumer, being

20% smaller than the regular Nissin Cup Noodle

range.

Nissin Foods

Japan

67% of US seniors say they're

interested in exercise

programs designed to

improve their specific

ailments

Seniors get active

Youfit Health Clubs is offering programs like SilverSneakers®, which aims to get seniors to

participate in more frequent exercise, strength training, aerobics and flexibility training. The

SilverSneakers program includes group classes and personal training assessments.

Base:521 internet users aged 65+

Source:Lightspeed/Mintel/Mintel Trends

Diversity in representation

The older demographic is not just one group, where one endorser can represent all.

Showing diversity and inclusivity within the age bracket will appeal.

L’Oreal launch their “golden squad” to change perceptions

Helen Mirren and Jane

Fonda lead all-star 'golden

squad' for L'Oréal Paris - as

the beauty giant recruits

celebrities over 50 to help

change perceptions of

ageing.

The campaign is part of the

Age Perfect range, which

comprises of cosmetics

designed for older skin.

Source; L’Oreal.com

Healthy

Ageing

Whilst seniors don't want to be pigeon-

holed, a lot of their needs also appeal to

younger age groups, making healthy ageing

solutions appealing to a broader audience.

36% of Australian Metro

adults buy functional

food & drinks to maintain

a healthy heart

35% of Chinese adult juice

consumers would be

interested in packaged

juices that have anti-

ageing benefits

21% of Australian metro

consumers associate

high protein food/drink

with being able to

replace muscle loss due

to ageing

Beyond seniors, adults overall are interested in healthy ageing

formulations

Base:UK: 858 internet users 18+ who have used functional food and drinks in the last 6 months; China: 2,481 internet users 20-49 who have drunk juice in the 12 months to June 2017; Australia : 1,500 internet users 16+ who live in major metro areas

Source: Australia Lightspeed/Mintel; China and Australia: KuRunData/Mintel

Brain, heart and eye health are life-long considerations

Some consumers are already thinking about

nutrients and functional ingredients that are

beneficial to long-term health, as reflected in

the top benefits UK consumers would like

from their diet:

• Maintaining heart health

• Healthy brain function

• Muscle mass

Similar nutrients can be used for young and

mature consumers alike to build and

maintain the health of one's brain, eyes,

heart, etc. As consumers understand more

about these benefits, they will begin looking

at healthy ageing as a lifelong endeavor,

not one that begins late in life.

New spaces to address for healthy ageing

Beauty inside out Sleep

Read on mintel.com

"Edible beauty" is one of the hottest concepts in the

beauty industry and quickly moving from the supplement

segment into the food and drink space.

In Australia, 56% of metro consumers consider diet to

be a factor that can impact the appearance of skin.

With consumers' attention on the role of diet in skin health

and appearance, the rapid retail response of the "edible

beauty" concept aims to boost beauty from the inside

out, which indicates the opportunity for food, drink, and

supplement manufacturers to move towards this concept. Vinamilk ProBeauty Pomegranate Yogurt

(Vietnam).

The lines are blurring between beauty, food and health

Crossover between beauty and food and drink exists already with

overlap in popular functional ingredients

Hyaluronic acid

Yakult Beauty Plus+ Drinking

Yogurt for Your Skin.

Contains 35mg hyaluronic

acid and other skin health

ingredients. It is part of the

skingestibles segment that

supports skin health and

beauty from the inside out.

(Sth Korea, $1.49 USD)

Collagen

Peppermint & Macadamia

Low Carb Brownie Bites with

Grass Fed Collagen Ingesting

collagen claims to improve

the appearance of hair, skin

and nails as well as joints.

(Australia, $4.75 AUD)

Antioxidants

Buda Juice Fresh Zen

Matcha Shots. Claims to be

an "anti-aging aid" by

providing an anti-oxidant

boost with vitamins C and A.

(USA, $10 USD for 10x60ml)

Australian brands brimming with beauty benefits

Probiotic

The Beauty Chef Glow Inner

Beauty Powder is a bio-

fermented, nutrient-dense

probiotic, skin supplement

derived from a synergistic blend

of over 20 natural ingredients

Green banana flour

BEAR Nourish Blend 1 tbsp with

your morning smoothie, enjoy

with nut milk or add to your

favourite healthy recipe

Superfruit & Superfood

KORA ORGANICS By Miranda

Kerr - Noni Glow Skinfood

Supplement a potent, nutrient-

dense superfood supplement

Beauty supplements blurring into the food & drink space by leveraging natural ingredients

Food and drink manufacturers can look to the beauty

industry for inspiration for healthy ageing product

development.

• Beauty and personal care has successfully

established a model for healthy ageing by

designing proactive products that are marketed

with positive language across all ages

• Many beauty brands have rejected the term "anti-

ageing" for its negative connotations. Instead, beauty

brands use terms like "authentic ageing," Aveeno's

"Absolutely Ageless," and Allure magazine's "Ageing

with Grace."

Food and drink brands can follow similar models and use

positive language to help products appeal to consumers

of all ages.

Take inspiration from the beauty industry

Lack of sleep "reaching crisis proportions"

Professor Dorothy Bruck, chairwoman of the Sleep

Health Foundation, said inadequate sleep was reaching

crisis proportions.

“We now have a dire situation where millions of

Australians are failing to get the sleep they need to live

happy, healthy lives,” she said

Professor Peter Eastwood,the Australasian Sleep

Association President, said “Sleeplessness affects daily

functioning, worsens health conditions from heart

disease and stroke through to diabetes and depression,

and it claims lives on our roads and workplaces.

Base:2000 internet users aged 18+

Source:APAC Metro Consumer Study Australia 2018

GETTING MORE

SLEEP

49% of Australian metro

consumers are planning

on getting more sleep in

the next 12 months

Night milk could offer a helping hand

A recent study has examined the relaxation effect

of “night milk,” or milk that is collected during

the dark hours, giving it more melatonin and

tryptophan, promoting relaxation and sleep.

Sleep Well is a shelf stable milk made with Jersey

milk, honey, vanilla and valerian. The dose of

valerian is the secret ingredient that the company

claims helps to relax and contribute to getting a

better night’s sleep.

The brand, already has plans to expand

internationally with distributors in South Korea,

Hong Kong, Dubai and mainland China. Sleep Well with Valerian

Source:Dela Peña IJI, Hong E, de la Peña JB, et al. Milk Collected at Night Induces Sedative and Anxiolytic-Like Effects and Augments

Pentobarbital-Induced Sleeping Behavior in Mice. Journal of Medical Food.

New ingredients aid in sweet dreams

Beverages are best aligned in being part of a bedtime ritual

Valerian

Strong Natural Sleep

Drink contains botanical

extracts such as

valerian, passionflower,

linden flower and lemon

balm

CBD

Root No. 6 Calm

Smoothie Mix Designed

to calm the mind and

body.

Tart cherry juice

Cherry Performer Tart

Cherry Juice Tart cherry

juice has been found to

be helpful in alleviating

insomnia

The future consumer –

it's not just about millenials

In summary

What to do

Health needs differ by

lifestage

Food & drink brands offer

opportunity to provide pro-

active & positive support to

healthy aging.

Seek combinations of claims

that resonate but don't forget

that it needs to still be tasty!

Clear communication,

that’s positive

Clean labels can provide

senior consumers with

reassurances about

ingredients, building trust and

loyalty.

Benefits communicated in a

pro-ageing way that is easy

for consumers to understand

is essential, as well as

ensuring broader appeal.

.

Be part of a ritual

With consumers taking a pro-

active and preventative

approach to health there is an

opportunity to be part of their

daily health routine - a sleep

aid drink before bed, a heart

health breakfast cereal or a

collagen enriched smoothie

as a snack.

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Meet the Expert

HELPING

BUSINESSES

TO GROW

Jane Barnett

Head of Insights - South APAC

jbarnett@mintel.com