Natural Products Insider

SEP-OCT 2017

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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122 INSIDER September/October 2017 SupplySide West "Healthy agers" are "a generation of people who have a clear awareness of health, a strong sense of independence and loyalty toward the brands they use," according to work conducted by the Healthy Marketing Team (HMT) consultancy together with the master's program in Applied Cultural Analysis (MACA). As seen with other demographics, the purchase drivers and motivations for healthy agers are not all the same. The one-size-fi ts all approach does not work in product innovation. European seniors were uncomfortable with products that expressly mentioned age, and they showed a preference for sustainable and naturally nutritious products. In contrast, age- segmentation and focusing on health concerns with products that offer a real proven benefi t has been successfully deployed in Asia. The research showed, however, that healthy agers across the board want support and partnership from a brand, and not just problem solutions. As expected, there were certain commonalities and differences between consumers in Northern Europe and Asia. Approaches for Healthy Aging Brands Brands need to play a supportive role with consumers and empower their lifestyles. When targeting senior consumers: 1 Be Pro-Age and not Anti-Age Aging is natural, and comes with certain physiological and psychological changes. Brands must embrace aging, and partner with seniors to help them age with pride and dignity. For instance, the Dove Pro-Age collection of skin and body products used the tagline "because beauty has no age limit." The key life insight in targeting those who don't want to be targeted is to remember that seniors want to hear that "old" is 15 years older than they are. 2 Empower and Support Seniors do not want to be rescued. Empowering them is what brands must do in supporting them to keep the life they love for longer. The rational message of brands with a healthy aging promise can and should be life-stage specifi c, but the emotional payoff is about empowerment to celebrate and enjoy life as much as they can. 3 Normalize the Concerns and Conditions of Aging Healthy aging is not just about the appropriate life-stage food choices, but is also about lifestyle adjustments. Brands must integrate into the daily living rituals of seniors and become the "new normal," so seniors can see their brand and lifestyle choices as "smart adjustments" rather than compromises. 4 Make Acting Simple, yet Aspirational Facebook and mobile apps may be passé for Millennials who are already on to the next new thing, but seniors can be counted by 360-degree brand engagement programs that not only empower them with the latest information, but also make it easier for them to act to keep their health and well-being as they get on in years. Community support groups can be initiated by brands through on-ground digital platforms, easy-to-use mobile apps, user-friendly interactive packs and helplines for advisory services. The cultural differences in healthy agers' behavior and attitudes highlighted by the MACA research refl ects our own understanding of developed and growth market success factors, where functionality and tradition weigh highly in emerging markets. The correct understanding of consumer segmentation is key to the successful positioning and market entry of your brand. Global Healthy Agers' Response to Product Innovations S ource: Healthy Marketing Team Forget the one-size-fi ts all approach, remember that healthy agers are not a homogeneous demographic, and that there is an opportunity for brands to partner with them as their lifestyles needs change. Lesley Stevenson, Ph.D., is an expert consultant at The Healthy Marketing team (HMT, thehmt.com) an international and multicultural strategy consultancy focused on innovation, marketing and branding in food and health. Since its foundation in 2008, HMT has worked with customer projects in more than 60 countries across the globe. She is a specialist in strategic innovation and R&D within the food and health area. Peter Wennström is founder and expert consultant at The Healthy Marketing team (HMT). An expert in food and health marketing Wennström is the author of The FourFactors® of Success-how to innovate healthy brands, and the co-author of "The Food and Health Marketing Handbook." His latest book, "The FourFactors for Growth Market Success," focuses on how to build nutrition brands for success in emerging markets. Successes and Failures in Healthy Aging Product Launches by Lesley Stevenson, Ph.D., and Peter Wennström Learn more about product launches for healthy aging products from Lesley Stevenson during the "Supporting Healthy Aging With Targeted Formulations, Product Forms" Workshop, underwritten by ChromaDex, on Tuesday, Sept. 26 at 1:30 p.m. at SupplySide West in Las Vegas. supplysideshow.com Scan Here Healthy Aging at SupplySide West My Solution 'I want to manage my aging so that I can keep the life I love' My Tradition 'I don't want/need to change even though I am getting on in years' My Lifestyle 'I want to remain a trendsetter even as I age and enjoy my life as always' My Condition 'I need to manage my condition as I age… With dignity and pride'

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