HEALTHY LIVINGDemystifying the needs of aging consumers

HEALTHY LIVING

Life-stage needs are key to marketing successAttitudes about aging are changing significantly, making it more difficult to target 40+ adults based on chronological age. To respond to this change, successful marketing is shifting towards a “consumer needs” perspective that speaks to the attitudes, values and life-stages of these consumers. In addition, this consumer segment is highly sensitized to the issue of age. Brands that help them feel recognized through inclusive product marketing and design, while shifting their marketing away from the stigma of being “elderly,” are positioned for success.

Global consumers are aging at an unprecedented

rate with over 2.5 billion people now over 40

years old. That number is projected to grow

to over 3.5 billion people (42% of the world’s

population) by 2030. This aging populace has

accrued robust spending power and is highly

motivated to extend their healthy years.

2.5 billion global consumers are now over 40 years old

Is 60 the new 40? Older adults today feel 10-13 years younger than their chronological age

Healthy Living marketOne consumer segment of the Health Living market is highly attractive to companies marketing to the health & wellness market.

PRACTICAL AND PROACTIVE

The Practical and Proactive segment wants more than a long lifespan. These consumers also want to extend their “healthy living” span. To increase their years spent living an active, healthy life, this group looks to nutritious foods, beverages and dietary supplement products for support. They have current health concerns and are willing to pay more for functional benefits.

PRACTICAL AND PROACTIVE CONSUMERS ARE:

■ Approaching a $1 trillion market in 2018

■ 82% female

■ 58% over 40 years of age

■ Early adopters who like to learn about nutrition

■ Physically active adults who want to stay that way

Currently 2.5 billion people over 40

42%of the global population

By 2030 3.5 billion people over 40

Learn more about the health issues concerning this market segment.

Consumer insights for reaching Practical and Proactive adultsMany consumers over 40 years of age are experiencing first-hand a reduction in their physical abilities, strength and energy levels. They’re concerned about a broad array of health conditions and are highly motivated to improve their health status. Unlike other segments, this group will prioritize a product’s health benefit over its taste and convenience.

3 PRIMARY CONCERNS

The Practical and Proactive segment is actively looking for help with three primary concerns:

1. ENERGY

They seek to maintain or boost energy levels more than any other outcome. Messaging to this segment should address a product’s ability to help maintain energy levels, whether directly or indirectly.

2. CLARITY

They want clear, actionable suggestions for how to improve their health. This segment is willing to change, but is confused about what they need to do to stay healthy. To help address this issue, messaging should pose solutions in clear, easy-to-adopt terms. For example, this segment responds well to products that are part of a fixed regimen and help them control portions.

3. IMPROVEMENT

They perceive themselves as healthy, even though they believe they could still improve their health. This segment believes they live healthy lives and take care of themselves, even though they are experiencing age-related health concerns. Still, they want to do better and are willing to invest in nutritious foods, beverages and supplements that gives them a greater sense of control over their health outcomes.

LONGER-LASTING PHYSICAL ENERGY

ENERGY BOOST

MENTAL ENERGY

OTHER

46%27%

20%

7%

83%

83 percent of Practical and Proactive consumers voiced concern over a lack of energy.

84%

84 percent are interested in foods and beverages that provide energy benefits.

Energy means many things to this marketsegment. Learn more.

CONSUMERS VOICED INTEREST IN MULTIPLE FORMS OF ENERGY

ENERGY CONCERNS AND BENEFITS

Use research to target the needs of aging consumers DuPont works with manufacturers to formulate products with a functionally nutritious profile that meet the growing needs of the 40+ Healthy Living market. To learn more about global aging trends and consumer insights, let us share our research with you.

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Tel: 1.800.325.7108www.food.dupont.com

HEALTH AREA FUNCTIONAL INGREDIENT TYPE

TARGETED OPTIONS

Energy and Vitality Protein SUPRO® Soy Protein Isolate

Probiotics HOWARU® Protect Sport Probiotics

Fiber Litesse® Polydextrose Soluble Fiber, FIBRIM® Soy Fiber

Sugar Replacers Fructofin® Fructose, XIVIA® Xylitol

Muscle health and physical performance

Protein SUPRO® Soy Protein Isolate

Probiotics HOWARU® Protect Sport Probiotics

Betaine BetaPower® Betaine

Functional Oil GRINDSTED® MCT

Stabilizers RECODAN™ Stabilizers

Immune health Probiotics HOWARU® Balance Probiotics, HOWARU® Protect Adult Probiotics

Protein SUPRO® Soy Protein Isolate

Weight and blood sugar management

Protein SUPRO® Soy Protein Isolate

Fiber Litesse® Polydextrose Soluble Fiber, FIBRIM® Soy Fiber

Sugar Replacers Fructofin® Fructose, XIVIA® Xylitol

Stabilizers CREMODAN® Emulsifiers, GRINDSTED® Hydrocolloids, Emulsifiers & Stabilizers Systems

Cultures YO-MIX® & CHOOZIT® Cultures

Heart health Protein SUPRO® Soy Protein Isolate

Phytosterols PinVita® Phytosterols

Stabilizers GRINDSTED® Fiberline, GRINDSTED® SaltPro™, GRINDSTED® Crystallizer & Stabilizer Systems

Digestive health Fiber Litesse® Polydextrose Soluble Fiber, FIBRIM® Soy Fiber

Probiotics HOWARU® Bifido Probiotics, HOWARU® Restore Probiotics, HOWARU® Balance Probiotics

Osmotic Laxative OsmoAid® Osmotic Laxative*

Stabilizers GRINDSTED® Hydrocolloids, Emulsifiers & Stabilizer Systems

Wheat replacement GRINDSTED® Xanthan BAK

Primary health concerns of 40+ adultsManufacturers can easily increase the functional benefits of their products in ways that meet the health needs of the attractive Proactive and Practical segment by addressing six primary areas. Research suggests the ingredients mentioned below support health in the areas of energy and vitality, muscle health and physical performance, immune health, weight and blood sugar management, heart health and digestive health.

Want to learn more?Sign up for our webinar

*In the U.S., OsmoAid® is not deemed a laxative

The information contained herein is based on data known to DuPont or its affiliates at the time of preparation of the information and believed by them to be reliable. This is business-to-business information intended for food, beverage and supplement producers, and is not intended for the final consumer of a finished food, beverage or supplement product. The information is provided “as is” and its use is at the recipient’s sole discretion and risk. It is the recipient’s sole responsibility to determine the suitability and legality of its proposed use of DuPont products for its specific purposes. Information and statements herein shall not be construed as licenses to practice, or recommendations to infringe, any patents or other intellectual property rights of DuPont or others. DUPONT HEREBY EXPRESSLY DISCLAIMS (I) ANY AND ALL LIABILITY IN CONNECTION WITH SUCH INFORMATION, INCLUDING, BUT NOT LIMITED TO, ANY LIABILITY RELATING TO THE ACCURACY, COMPLETENESS, OR USEFULNESS OF SUCH INFORMATION, AND (II) ANY AND ALL REPRESENTATIONS OR WARRANTIES, EXPRESS OR IMPLIED, WITH RESPECT TO SUCH INFORMATION, OR ANY PART THEREOF, INCLUDING ALL REPRESENTATIONS AND WARRANTIES OF TITLE, NONINFRINGEMENT OF COPYRIGHT OR PATENT RIGHTS OF OTHERS, MERCHANTABILITY, FITNESS OR SUITABILITY FOR ANY PURPOSE, AND WARRANTIES ARISING BY LAW, STATUTE, USAGE OF TRADE OR COURSE OF DEALING.

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