New Perspectives on Food Marketing and Nutrition for the Aging Population

In 2017, around 13 percent of the global population was aged 60 or over, with Europe having the highest percent of aging consumers (25%). This number is expected to more than double by 2050 to 2.1 billion. The ageing of the global population has economic and social consequences for society, it impacts on consumption patterns and the quality and variety of foods supplied by food firms. The aging population represents a unique, but underserved, market segment with a lack of tailored food solutions and specific wellness messages targeted at these consumers. This research reviews recent developments in technologies, food marketing, and nutrition to create more market-oriented products for the aging consumer segment. A systematic review was carried out to identify innovative processes, techniques, and marketing tools to aid in the design of foods and beverages for aging consumers. Results revealed four areas that may significantly contribute to the creation of innovative products and gain high levels of acceptance with aging consumers: (i) functional foods and ingredients; (ii) taste and texture profiles; (iii) food packaging and labels; and (iv) digital media platforms. In addition, with aging populations living longer, having more healthy and active lifestyles, a more market-oriented food provisioning approach is necessary to generate in-depth consumer insights that address their needs. Through realising the potential in food for extended physical well-being, with carefully crafted health promotion messages supported by innovative digital media tools, it is possible to create strategies to support healthy active aging consumers.

Food, Nutrition, Marketing, Perspectives

Medical Perspectives on Aging, Health, Wellness

Paper Presentation in a Themed Session

  • Dr. Joe Bogue
    • University College Cork
  • Lana Repar
    • Lecturer, University College Cork, Ireland Ireland