Opportunities for Feeding an Ageing Population
The aging population provides a clear opportunity for food businesses to cater to an an expanding seniors demographic. Trend data shows that by 2050, the number of people aged 65 years or over will be more than twice the number of children aged under 5, and about the same as the number of children aged under 12.
This trend brings significant growth opportunities for businesses looking to expand their marketing efforts by addressing the evolving needs of older adults, many of whom require specialized nutrition, have dietary restrictions, and/or require convenience in their food choices.
Understanding the nutritional needs of this demographic is essential for food innovators looking to meet the needs of this market over coming decades.
Below are some of the key considerations.
1. Nutritional Considerations
Older adults often face specific health-related challenges that impact their dietary needs, such as reduced metabolism, decreased appetite, or the need for foods that support bone health, cognitive function, and immune resilience. Natural whole foods, functional products and meal solutions that address these concerns will be of value. Some considerations include:
Building in functional attributes: Many seniors look for foods that offer additional health benefits, such as heart health, joint mobility, and digestive support. Highlighting and/or enriching foods with protein, vitamins, minerals, fibre, antioxidants and other nutrients or nutrient like components is highly relevant and appealing to this group. One example is Taupo formulated milk powder for seniors 50+.
Lower-Sodium and Lower-Sugar Options: Aging bodies are more susceptible to conditions like hypertension and diabetes and the nutrition advice for these conditions includes reducing added salt and sugar intake. Foods that are lower in sodium (<400mg/100g) or low sodium (<120mg/100g), lower in added sugar, and saturated fat without compromising on taste can win over health-conscious seniors. The inclusion of herbs and spices within food product formulations can assist with flavour and nutrition, while also contributing potential functional properties.
Protein-Rich Meals: Muscle mass tends to decrease with age, making protein intake crucial for seniors. The RDI for protein increases by 11-17g a day for women and men respectively, from the age of 70 onwards. Identifying the protein content of foods, and marketing natural whole foods or specifically formulated products as high in protein where appropriate and accurate, can appeal to older adults looking to maintain strength and vitality.
Easy-to-Digest Foods: As the digestive system slows down with ageing, maintaining gut health is important. Foods that are easy to eat, high in fibre, rich in probiotics or fermented can all be positive attributes to highlight for the health of older Australians. Balance this with a consideration of harder to digest foods such as legumes and lentils, and the total amount of fibre in a serving of a meal or product.
Convenience and Portion Sizes: Smaller, individual portions that can be easily stored and reheated appeal to seniors living alone or in smaller households. Considering partially prepared meals can also be of value so older people continue to feel a sense of responsibility for their own cooking and self care.
2. Appealing to Changing Tastes and Preferences
Taste and smell can diminish with age, and along with major life events, this can contribute to apathy around food and eating. Considering ways to add more flavour to foods and to assist older people living at home to maintain their independece, can be useful. Consider these trends:
Nostalgic Foods with a Modern Take: Research shows older people living at home are influeced by both their earlier lives in terms of food preferences, and their current lives. Knowledge of individual preferences and habits from both these eras can help develop foods or meal ideas that appeal to both comfort and curiousity. Classic dishes or products with a twist can be appealing and can be achieved with the infusion of additional condiments, herbs, spices or adding lemon or lime juice.
Cultural Sensitivity: Australia’s culturally diverse population means maintaining variety in dishes and cuisines will be expected over coming decades. Offering a variety of flavors, spices, and dishes from different regions will help meet the demands and expectations as the market expands.
Social and Emotional Wellbeing. Encouraging seniors to maintain interest in food and cooking helps provide purpose and rhythm to the day and provides a source of empowerment. Food can also be a connector for those experiencing loneliness. From this perspepctive, marketing efforts can be complemented by suggestions to maintain a herb garden, join a community garden or participate in activities such as local food swaps.
3. Collaborating with Senior-Living Communities
Partnering with senior-living facilities, retirement homes, and community centres can provide direct input into understanding and catering to the needs of older adults. Connecting with catering services, or food service providers can provide another market for suitable products targeting older adults.
Conclusion
The aging population presents a significant opportunity for food businesses to expand their product offerings while contributing positively to the health and wellbeing of older adults. By addressing specific nutritional needs, learning about the physiological changes associated with ageing and working with experts in the field, food businesses can grow market share, while making a positive difference to the health and nutritional needs of seniors.
Are you interested in developing nutrition-focused products or services for older Australians? Our team can provide expert guidance and insights. Get in touch today.