The scope of healthy ageing is broadening, going beyond the absence of disease towards optimised physical health. Consumers are increasingly aware of the importance of engaging in healthy behaviours consistently to fight the onset of degenerative health issues. As such, they are embracing nutrition and supplementation, opening a vast opportunity for product developers and marketers.
Healthy Ageing: Opportunity of a Lifetime
Poor health does not have to be the dominant and limiting feature of older populations as eight out of 10 consumers indicate they are taking more responsibility for their health compared to 10 years ago.