The billion dollar market
Food manufacturers will need to look to the other end of the age spectrum to find a new consumer base for protein in the West, where the burgeoning ageing population has potential.
It’s a market that could be worth one billion dollars according to Euromonitor – but there are marketing hurdles to overcome.
“Accepting that you are ageing is not easy, and it is denial at both individual and societal levels that underpins why specific food products for consumers aged 65+ are not on store shelves,” says Bandy.
But with astute marketing and communication and a dose of inspiration from the supplements and cosmetics industries, foods could be positioned as ‘healthy ageing’, she says.