Photo by Stròlic Furlàn - Davide Gabino, Flickr Creative Commons.
Although historically the marketing of soft drinks was focused on the youth market with the key age bracket of 10-24-year-olds, Canadean detects great opportunities in targeting the growing ageing population.
According to the UN population division, the world’s older generation, those aged 60 and over, is expected to more than double, from 841 (11.7%) million people in 2013 to more than two billion (21.1%) in 2050. These numbers open doors to a potential market growth as older consumers want to stay healthy and have disposable income available for longer, especially in developed countries where independent living is far more common.
“It’s all about the different approaches being taken by manufacturers,” said Erica Shaw, beverage analyst at Canadean. “On the one hand, across Western markets in particular, manufacturers are launching more products with active ingredients to address health and vitality issues, but similarly, companies are looking into the more practical aspects of growing older, such as being able to lift and carry the products without difficulty, and designing more convenient packaging.”
Companies are using a mixture of scientific research, together with superfruits, botanical ingredients, vitamins and minerals, to develop anti-ageing drinks that appeal to the older consumer. An example of this new wave of longevity drinks is Swiss drink CellaNova.
This product is a slightly carbonated mineral water with pomegranate, cranberry juice and OM24, an all-natural product made from whole green tea leaves with antioxidant properties, and claims to neutralise free radicals causing the ageing process of cells.
The ease of carrying and pouring drinks is also being considered with older consumers in mind. In Spain, for example, bulk/HOD water companies are focusing more on household consumption rather than corporate clients. They’ve found that seniors appreciate the convenience of home delivery, as it’s easier to pour a glass from a water cooler, thus avoiding having to handle a big bottle.
Furthermore, in Portugal, Nestlé Waters Direct is promoting its compact MySpring water cooler especially to older consumers who may not want to carry heavy, packaged water all the way home.
To assist senior consumers in their everyday lives, companies are developing convenient packaging solutions. Tetra Pak has received an ‘ease of use’ certification for many of its products from the Swedish Rheumatism Association (SRA). An example is the HeliCap, a one-step screw cap designed to provide a good grip, which requires only low force to open and with a clearly visible tamper-evident ring.
Vitamin Well has launched six vitamin drinks that include vitamin B12, recommended for elderly consumers.
© FoodBev Media Ltd 2024