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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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Jane Barnett
Head of Insights - South APAC