Healthy Ageing – Dietary Products Targeting the Older Adult in Asia Pacific

Delivery

This report comes in PPT.

Key findings

Growing investment in health-conscious diets in Asia Pacific

The ageing of the population, coupled with increasing income levels and growing investment in health, brought about by the COVID-19 pandemic, has led to the emergence of a prominent market for health-conscious dietary products in Asia Pacific.

New opportunities grow as the health perceptions of elderly consumers evolve

In response to these evolving perceptions of health towards preventative health, mental wellbeing and health-conscious diets, brands are increasingly introducing senior-specific products and services. Japan, as an advanced market with a large ageing population, is at the forefront of this trend, and is seeing growing demand in the segmented verticals.

Increasing usage of social media is changing the purchase decision process of senior consumers

The older adult cohort are increasingly present on social media and other digital platforms, and are using e-commerce. The emergence of senior influencers offers a distinct opportunity for generational synergy in marketing strategies.

Health concerns are becoming more segmented

Consumer health concerns and the functionalities of health-conscious products have become increasingly segmented. Older consumers are actively seeking products offering functionalities which address concerns such as stress and mental health, women’s health, digestive problems and immunity enhancement.

Market for age inclusive customisation has potential

From user experience, food taste, to brand positioning and packaging, there are untapped market opportunities for customising products to be more appealing to older consumers. Such customisation will encourage older adults to consume the products.