The statistics collected by World Bank in 2014 reflect a clear progressive investment in the population pyramid, which demonstrated that the percentage of people over the age of 65 years in many countries were living longer.
Why are we addressing this specific segment? According to this data, the senior segment for 65 years and older is 26% of the population in Japan, which is more than any other country in the world. They are followed by countries in European from Germany, Greece and Italy, where 2 out of 10 residents are older than this age.
From data collected only 0.07% of food, beverage and vitamin supplement marketing campaigns are aimed at the senior population. Japan and China are leading in this market for aiming innovative products at the senior audience, where vitamins and prepared foods are the key categories for this demographic.
The average age of the population is growing but more so the interest of health and fitness amongst the senior population. However, malnutrition in this group remains a fact. Major nutrient deficiencies in the senior target include vitamin B6, B12, D, folate, zinc, fibre, calcium and protein. Knowing this, we have an open path in the field of innovation and marketing, which shouldn’t be overlooked.
Knowing this information, we can compare the real needs for this group with the use of minerals and vitamins, which are included in products for this sector. Calcium and vitamin D are among the top nutrients used in product launches targeting the senior audience.
Innovation development of products is a growing trend for specific demographics, which undoubtedly produces great interest in the agri-food industry. Innofood understands and works closely with companies who want introduce products into the market, we work in the food innovation sector and keep up to date with the ever changing food industry. Why not follow our blog and find out what there is to know about trends in innovation and food development.