Catering to Proactive Consumers Across All Life Stages
HMT - Healthy Marketing Team
HMT - International Brand Builders in Food, Health & Sustainability.
“Maintaining the longevity of optimal health remains top of mind, with 73% of global consumers stating they are taking a long-term approach to health”?– FoodNavigator 2023
The concept of healthy ageing has evolved?and is no longer solely associated with elderly. Healthy ageing is?a lifelong process that?starts as soon as we are born. From infancy to adulthood and beyond, individuals are encouraged to take charge of their physical and mental health and well-being to achieve a good quality of life as they grow older. In this?article, we?explore the changing landscape of healthy agers and how?brands?can cater to their evolving needs and desires.
What is happening in the market of healthy agers?
Healthy agers can no longer be considered one consumer group as it affects the whole population. We see today that consumers across various generations are proactively seeking to live healthier and more fulfilling lives. Younger generations, in particular, are becoming more invested in preventive healthcare measures, recognizing the importance of setting a strong foundation for healthy ageing from an early age – whether this is by reducing inflammation, improving resilience, skin or joint health, improving cognition or sexual health or simply having more energy throughout the day are all important benefits for healthy ageing, and therefore it is crucial to understand your consumer to know what is important for them!
Even though the principles of healthy ageing are the same, the way consumers approach this, in different life stages, is changing in different parts of the world.?
How can you make it happen for your brand??
Catering to proactive consumers across all life stages and integrating the notion of holistic wellbeing! Keep in mind that you don’t target the age, but the need of the consumer.?The value chain?always?starts in the mind of the consumer and this?begins with understanding their needs?– there is no one size fits all!?With the support of our proprietary methodology,?FourFactors?,?we are able to offer you a consumer segmentation?that defines consumers based on their attitude to health and openness to change:
HMT's FourFactors? of Success show what goes through the mind of the consumer at the point of purchase. In other words, these are the four factors that the consumer is considering when making the choice. So to develop a winning concept, it is crucial that all FourFactors? align with your target consumer group:
Factor 1. Who needs the product? Understand there is no one size fits all.?Work with consumer segmentation?based on their needs & aspirations rather than?age?to avoid negative connotations. Tailor product?ingredients, formats, and consumption moments?to meet their specific needs?&?preferences?and make sure consumers understand how your product is contributing to optimizing their daily life.?
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“Globally, nearly two-thirds (65%) of consumers say they take a proactive approach to their health, frequently looking for functional ingredients in their favourite food and beverage products” -- FoodNavigator 2023
Factor 2. Do they?accept the ingredient? First of all, you must understand the ingredient awareness level of your target consumer. If your consumer is very trendy, an early adopter, you can experiment with new innovative ingredients like CBD or postbiotics, but if your consumer is the traditional mass market type, then stick to the ingredient they are familiar with, like lemon (vitamin C).
Factor 3. Do they?understand the benefit? Education is key!?Educate consumers about the long-term health benefits of the products, particularly promoting (internal) balance. Empower consumers to take ownership of their health and well-being by making informed choices that contribute to their overall vitality and quality of life. Focus on functional benefits supported by science, and a clear mode of action. And with mental health concerns on the rise, make sure your consumers understand the emotional benefits i.e. how does your product make them feel?
Factor 4. Do they?trust the brand? Ensure consumers that they make a good choice by choosing your brand. You can do this through endorsement by experts, clinical science/evidence, consumers' experiences or health claims.?You can collaborate with healthcare professionals, experts, and influencers to promote the concept of healthy?ageing?and advocate for preventive health measures.
Conclusion
The market for healthy ageing is witnessing a transformation, extending its focus from the elderly to individuals of all age groups seeking proactive health management.?Brands?can?seize?this opportunity by adopting a consumer-centric approach, embracing innovation, and educating consumers about the benefits of preventive health measures.?But you must first understand who you target!?
HMT are international brand builders and we support change-makers in the area of builders in food, health and sustainability. In short, we tell you what is happening in the market and why (trends & insights), where to play (strategy) and how to win (brand & design).
“The?FourFactors??is a?proven tool?for Food & Nutrition?entrepreneurs working to deliver new benefits to consumers; using it helps avoid the common mistakes every company (large or small) can make especially when trying to innovate at the intersection of nutrition and health.” --?Chris Harley-Martin,?Former?Global Head,?GSK Consumer Healthcare Business Development & Licensing
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