Healthy ageing means
never saying old
Dairy is still underrepresented in the healthy ageing
segment. But, for brands that find the right benefits
and tone, the opportunities are vast
Age is the eternal touchy subject when marketing foods and beverages for mature adults. Even though the world population is getting older by the day, food companies still often fumble for the right words in campaigns aimed at seniors. Within the dairy sector, the number of healthy ageing launches is limited to say the least.
“It’s something of a paradox that, while people are happy to choose products which claim to slow the effect of ageing on skin or hair, they are much more reluctant to accept food products with a senior positioning,” says Michelle Sinéchal, dairy marketing lead at IFF.
“A successful food brand must speak to people’s self-perceptions. Few consumers want to be told they are getting older.”
The crux of the matter is that, beyond the age of 60, many consumers see themselves as fit, active and relatively unchanged compared to their younger self. So, any food product that suggests otherwise is destined to offend.
A wider age group
It seems manufacturers need another strategy entirely when marketing products for healthy ageing. A good starting point could be to put the focus on a wider age group. As Sinéchal remarks, consumers need to prepare for a healthy ageing process way before retirement.
“Some people notice the first signs of the ageing process earlier than others. Whether they have turned 40 or are still in their 30s, it’s never too soon to start making dietary choices with age in mind.
“Many consumers already associate dairy products with good health, so there are possibilities here for manufacturers to realise.”
The shift to healthy living
The idea that diets should be adjusted to each life stage is nothing new. But, by exploring the physical changes that gradually appear, it’s possible to define specific areas where consumers may seek a nutritional boost.
Sinéchal adds, “It’s about shifting away from healthy ageing to healthy living, where diet can support well-being throughout the natural ageing process.”
According to a 2021 report by IFF and New Nutrition Business, younger seniors will initially be aware of signs of ageing skin, joint wear and tear triggered by sport and a slow decline in energy levels.
From the age of 50, consumers are still mostly healthy and active but may experience the first health problems that require management – digestive, joint, cardiovascular or immune health issues among them. The range and severity of such issues increase among consumers in their sixties, seventies and beyond.
“From market studies, we know consumers are highly motivated to make dietary choices that can help them delay or relieve palpable signs of the ageing process. However, because their needs and attitudes change over time, careful segmentation is essential when developing foods and beverages for the senior market. Marketing strategies should highlight noticeable health benefits rather than dwell on the consumer’s age,” Sinéchal says.
The market for dairy benefits
Until now, dairy products have been largely absent from the small range of healthy ageing products which have found their way to store shelves. A common feature of almost all is that they target consumers aged 60+.
So, what if manufacturers switched their focus from age to specific benefits for health and wellbeing?
Yogurt drinks that claim to boost energy due to added calcium, vitamins or extracts are a clear example of how benefit marketing could work. Many in the 40+ age group note fatigue as a growing problem, making them prime targets for drinks and snacks that replenish energy stores. Yet, most of the energy products on the market today are still developed with younger consumers in mind.
Energy claims mainly appear on sports and energy drinks, snacks, breakfast cereals and juice drinks. Dairy remains niche, with only a handful of fermented dairy products promising improved energy or vitality.
Opportunity overview
In their 2021 report, IFF and New Nutrition Business established an overview of benefits that represent genuine opportunities for dairy manufacturers. Along with energy and vitality, weight management/diabetes, joint and muscle movement and immune health are in the top four, followed by cognition/memory and skin health.
Digestive health stands out for its absence from the top opportunity list. Once seen as a prime benefit of food products for seniors, today it has the status of hygiene factor. In other words, the report states, digestive health is simply a must-have which no longer adds a point of difference. Manufacturers must home in on other health benefits to give new products an edge.
“Dairy products that offer digestive benefits represent an established category in all markets, so the opportunities to use digestive health as a primary positioning are limited,” says Sinéchal. “The same applies to high nutrient density, which is also a must-have in those products that target the older senior segment.”
Must-haves and differentiators
As a partner for essential solutions, IFF works with solutions that support the formulation of dairy products for healthy ageing. This includes delivering the must-have functionalities along with the benefits that meet individual consumer needs. A holistic approach is essential, says Kirsten Lauridsen, Principal Application Specialist at IFF.
“Every new concept must address a diversity of requirements, both from a nutritional perspective and in terms of sensory enjoyment. For example, you may need to boost energy on the one hand and reduce added sugar and fat on the other.
“Successful product development must address consumer perceptions of what’s good for their health without compromising indulgence.”
The key to brand loyalty
Lauridsen recalls a conversation with one dairy manufacturer after tasting a sample recipe for lactose-reduced fruited yogurt with fibre and protein. The sample contained a natural fibre source and a live Bifidobacterium culture, which has been tested in clinical studies of senior immune and digestive health.
“The manufacturer recognised an opportunity to promote the yogurt primarily as an indulgence product. The product’s nutritional content was seen primarily as an added benefit that would cement consumer loyalty further.”
Brand loyalty is a success criterion with high potential. Compared to younger age groups, senior consumers are associated with repeat purchase rates above 80% once they commit to a particular brand.
Complementary ingredients
One of the IFF ingredients in the lactose-reduced fruited yogurt was a specially designed lactase enzyme that works, first, by splitting the lactose in milk into its component parts, glucose and galactose, and, secondly, by transforming the galactose into galactooligosaccharide (GOS) – a prebiotic dietary fibre.
In this way, the yogurt gains a balanced sweet taste, reducing the need for added sugar by up to 35%. The GOS fibre produced in situ improves digestibility. As some experience a declining ability to digest lactose as they age, the reduction or elimination of lactose in dairy products is another important gain.
Along with the live Bifidobacterium lactis culture in the recipe, a well-defined starter culture secures a mild taste and creamy texture – the building blocks of indulgence.
The true nutritional differentiator, however, is the optimal combination of milk protein and fibre. This is specially designed to give consumers the energy they need to keep up an active lifestyle.
“Manufacturers can underline this healthy messaging by adding EU-approved nutrition claims that refer to the content of protein, fibre and calcium,” Lauridsen states.
For body and mind
Fermented dairy products provide many opportunities to pack a nutritional punch, whether as an energising snack or as a vehicle for mental wellbeing. Regarding the latter, the application team at IFF has used extracts of rosemary, chamomile, bergamot, hop and verbena in the development of an inspirational long-life yogurt drink with a ‘relax and comfort’ value proposition for consumers.
Dairy manufacturers may also want to explore the use of specific live cultures in products that can help consumers unwind. Clinical studies have found, for example, an association between regular consumption of a Lactobacillus paracasei strain and a reduction in stress – although this is not yet an approved claim in the EU.
Lauridsen comments on a clear shift in the healthy ageing market from a sole focus on physical health towards a trend that highlights the importance of body and mind.
“While not all scientific findings are recognised by the authorities, consumers increasingly associate certain natural extracts and ingredients with benefits for cognitive function and mental health. So they may be motivated to buy a product just because these things are on the label.”
Talking to consumer perceptions
The implication is that food manufacturers should not only focus on senior consumers’ self-perception and expectations of life as they get older. They also need to consider consumer perceptions of certain ingredients when developing products for the healthy ageing market.
As the conversation shifts from healthy ageing to healthy living, then – all things considered – the opportunities for the dairy industry are vast. This is where skilful consumer segmentation is essential to home in on the potential and develop appealing dairy brands that help relieve age-related issues without stepping on senior toes.
