HE ALTHY LIVING
HEALTHY LIVING Demystifying the needs of aging consumers
Life-stage needs are key to marketing success
2.5 billion global consumers are now over 40 years old Global consumers are aging at an unprecedented rate with over 2.5 billion people now over 40 years old. That number is projected to grow to over 3.5 billion people (42% of the world’s population) by 2030. This aging populace has accrued robust spending power and is highly motivated to extend their healthy years.
Currently 2.5 billion people over 40
Attitudes about aging are changing significantly, making it more difficult to target 40+ adults based on chronological age. To respond to this change, successful marketing is shifting towards a “consumer needs” perspective that speaks to the attitudes, values and life-stages of these consumers. In addition, this consumer segment is highly sensitized to the issue of age. Brands that help them feel recognized through inclusive product marketing and design, while shifting their marketing away from the stigma of being “elderly,” are positioned for success.
Is 60 the new 40? Older adults today feel 10-13 years younger than their chronological age
Healthy Living market One consumer segment of the Health Living market is highly attractive to companies marketing to the health & wellness market. PRACTICAL AND PROACTIVE
By 2030 3.5 billion people over 40
42% of the global population
The Practical and Proactive segment wants more than a long lifespan. These consumers also want to extend their “healthy living” span. To increase their years spent living an active, healthy life, this group looks to nutritious foods, beverages and dietary supplement products for support. They have current health concerns and are willing to pay more for functional benefits. PRACTICAL AND PROACTIVE CONSUMERS ARE:
■ ■ ■ ■ ■
Approaching a $1 trillion market in 2018 82% female 58% over 40 years of age Early adopters who like to learn about nutrition Physically active adults who want to stay that way
Learn more about the health issues concerning this market segment.
Consumer insights for reaching Practical and Proactive adults Many consumers over 40 years of age are experiencing first-hand a reduction in their physical abilities, strength and energy levels. They’re concerned about a broad array of health conditions and are highly motivated to improve their health status. Unlike other segments, this group will prioritize a product’s health benefit over its taste and convenience. 3 PRIMARY CONCERNS The Practical and Proactive segment is actively looking for help with three primary concerns: 1. ENERGY They seek to maintain or boost energy levels more than any other outcome. Messaging to this segment should address a product’s ability to help maintain energy levels, whether directly or indirectly. 2. CLARITY They want clear, actionable suggestions for how to improve their health. This segment is willing to change, but is confused about what they need to do to stay healthy. To help address this issue, messaging should pose solutions in clear, easy-to-adopt terms. For example, this segment responds well to products that are part of a fixed regimen and help them control portions. 3. IMPROVEMENT They perceive themselves as healthy, even though they believe they could still improve their health. This segment believes they live healthy lives and take care of themselves, even though they are experiencing age-related health concerns. Still, they want to do better and are willing to invest in nutritious foods, beverages and supplements that gives them a greater sense of control over their health outcomes.
Energy means many things to this market segment. Learn more.
ENERGY CONCERNS AND BENEFITS
83%
84%
83 percent of Practical and Proactive consumers voiced concern over a lack of energy.
84 percent are interested in foods and beverages that provide energy benefits.
CONSUMERS VOICED INTEREST IN MULTIPLE FORMS OF ENERGY MENTAL ENERGY
LONGER-LASTING PHYSICAL ENERGY
27%
46%
20%
ENERGY BOOST
7% OTHER
Primary health concerns of 40+ adults Manufacturers can easily increase the functional benefits of their products in ways that meet the health needs of the attractive Proactive and Practical segment by addressing six primary areas. Research suggests the ingredients mentioned below support health in the areas of energy and vitality, muscle health and physical performance, immune health, weight and blood sugar management, heart health and digestive health. HEALTH AREA
FUNCTIONAL TARGETED OPTIONS INGREDIENT TYPE
Energy and Vitality
Protein
SUPRO® Soy Protein Isolate
Probiotics
HOWARU® Protect Sport Probiotics
Fiber
Litesse® Polydextrose Soluble Fiber, FIBRIM® Soy Fiber
Sugar Replacers
Fructofin® Fructose, XIVIA® Xylitol
Protein
SUPRO® Soy Protein Isolate
Probiotics
HOWARU® Protect Sport Probiotics
Betaine
BetaPower ® Betaine
Functional Oil
GRINDSTED® MCT
Stabilizers
RECODAN™ Stabilizers
Probiotics
HOWARU® Balance Probiotics, HOWARU® Protect Adult Probiotics
Protein
SUPRO® Soy Protein Isolate
Protein
SUPRO® Soy Protein Isolate
Fiber
Litesse® Polydextrose Soluble Fiber, FIBRIM® Soy Fiber
Sugar Replacers
Fructofin® Fructose, XIVIA® Xylitol
Stabilizers
CREMODAN® Emulsifiers, GRINDSTED® Hydrocolloids, Emulsifiers & Stabilizers Systems
Cultures
YO-MIX® & CHOOZIT® Cultures
Protein
SUPRO® Soy Protein Isolate
Phytosterols
PinVita® Phytosterols
Stabilizers
GRINDSTED® Fiberline, GRINDSTED® SaltPro™, GRINDSTED® Crystallizer & Stabilizer Systems
Fiber
Litesse® Polydextrose Soluble Fiber, FIBRIM® Soy Fiber
Probiotics
HOWARU® Bifido Probiotics, HOWARU® Restore Probiotics, HOWARU® Balance Probiotics
Osmotic Laxative
OsmoAid® Osmotic Laxative*
Stabilizers
GRINDSTED® Hydrocolloids, Emulsifiers & Stabilizer Systems
Muscle health and physical performance
Immune health Weight and blood sugar management
Heart health
Digestive health
Wheat replacement GRINDSTED® Xanthan BAK *In the U.S., OsmoAid® is not deemed a laxative
Use research to target the needs of aging consumers DuPont works with manufacturers to formulate products with a functionally nutritious profile that meet the growing needs of the 40+ Healthy Living market. To learn more about global aging trends and consumer insights, let us share our research with you.
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