In the recent weeks I have noticed a quite interesting tendency in nutrition and food marketing related news- companies started really focusing on the elderly.
Apparently the food industry has realised, that this field is still pretty much intact, and they have failed to personalise their offer to older people so far. (Unlike in case of kids- child nutrition is an ever-rising industry.)
This is going to change now. Studies and products are appearing on the market every day… just some of the recent articles:
“Beverage makers see opportunities in older consumers“
“New nutrition concepts for a new elderly generation“
“Emotional eating: How do the elderly feel about food?“
“From cradle to grave, Japan’s Kewpie adapts menu to feed ageing nation“
“3D printed food for the elderly may hit shelves in 2016”
As you can see, many journals write about the topic, from FoodNavigator to Reuters to Foodbusinessnews.
The main focus of these articles is the different nutritional requirements of the elderly. Now companies try focusing on deeloping new products which are specially adapted to the needs of the aging people.
Personally, I believe that these efforts are justified to some extent. For example developing foods for old people with chewing or swallowing difficulties is reasonable and could be an actual solution to an actual problem. Also, a big part of aging people do not have a access to independent, factual information that tells them about their special nutritional needs. However, in my opinion, informing them should be the task of their doctors, families and communities. I do not think there is such a desperate need for immense amount of different new products- also beacuse their needs are really not too different from the needs of other adults. But obviously the interest of business is to exploit this segment- let us see how successfully.