Nutiani report reveals age-agnostic interest and proactive consumers in healthy ageing sector

Nutiani’s report considers healthy ageing as a holistic, lifelong process which sees the maintaining of well-being even in old age

Nutiani’s latest Consumer Health and Nutrition Index, conducted in collaboration with Ipsos, has indicated a strong and growing consumer focus on ageing healthily1. This is underpinned by a strong preventive mindset among consumers (88%2) and a firm awareness on the role of nutrition in health management going into one’s golden years (82%3).

Against the backdrop of longer life expectancy and an ageing population, the number of people aged 65 and older is projected to rise to one in six people worldwide by 2030 compared to one in 11 in 20194. Using the results uncovered through the Index, Nutiani has launched its latest report, Proactive Nutrition for Healthy Ageing. This report includes the perspectives of 2,500 survey respondents and is aimed at supporting nutrition brands in their innovation journey to meet the healthy ageing demands of both senior and younger consumers who are committed to proactively managing their ageing process through nutrition.

A holistic lens on healthy ageing

As disease prevention is no longer the only focus around healthy ageing, the report adopts a holistic definition of healthy ageing as a lifelong process that requires ongoing effort to maintain wellbeing in old age. It captures Nutiani’s insights through discussions on older consumers’ greatest needs aligned to different ageing wellbeing aspects, and how brands can address these requirements through key ingredients: proteins, probiotics, phospholipids, and lactoferrin, as well as the healthy ageing demands of younger consumers.

“Our goal is to inform and inspire nutrition brands, who wish to support both senior consumers as well as a younger audience in pursuit of optimal health and nutrition into their golden years. We believe that through our nuanced analysis of how consumers view and manage their healthy ageing progress, we can help brands shape their innovation journey in a way that is holistic and empowering for their consumers,” said Katie McClure, director, category innovation at Fonterra.

Targeting key components of healthy ageing

This report breaks down healthy ageing along the three main wellbeing dimensions which encompass the key components of holistic healthy ageing — physical, mental, and inner wellbeing. It looks at corresponding health concerns of each pillar, of which the most important are mobility, cognitive and gut health, and provides ingredient recommendations from Nutiani for targeting these facets of wellbeing.

Reaching the consumers

Other than health concerns and ingredient solutions, Nutiani also details the key deliberations of both young and older consumers for making purchasing decisions today, based on details such as lifestyles and macroeconomic conditions. This will support brands in ensuring their products address consumers’ top concerns and are marketed impactfully to key targets.

“Our research has allowed us to dive deep into the consumer behaviour differences between young consumers and older adults regarding these health concerns. With this understanding, we recognise and share the opportunities and strategies that brands can adopt to support a growing population of proactive consumers in the healthy ageing space through the United Nations Decade of Healthy Ageing,” McClure added.


1 75% of survey respondents agree that ageing healthily is important, up from 72% in the previous survey in 2021.

2 88% of survey respondents believe it is important to manage health proactively to prevent future health issues.

3 82% of survey respondents believe that nutrition can improve health status.

4 Behr, L. C., Simm, A., Kluttig, A., & Grosskopf, A. (2023). 60 years of healthy aging: on definitions, biomarkers, scores and challenges. Ageing Research Reviews, 101934.