Healthy ageing food trends and opportunities

Healthy ageing trend in food and drink: summary

Healthy ageing expands into mainstream food and drink beyond beauty
Nestlé launched longevity drinks as elderly nutrition market hits $43.1bn
Metabolic health goes mainstream driven by GLP-1 drugs and glucose monitoring
Beverages lead opportunities offering frequent consumption and functional fortification without taste compromise
Fibre rich baked goods cereals support daily habits for better gut health

Once confined to the realm of beauty and wellness, the healthy ageing trend is transcending into mainstream food and drink.

For proof, one needn’t look further than the world’s biggest food company, Nestlé, which recently launched its first-ever drinks line aligning with the “healthy longevity” trend.

The segment’s experiencing “particularly robust growth”, says Serena Aboutboul, head of Nestlé’s nutrition business. And it’s growing: by 2032, the elderly nutrition market is expected to reach $43.1bn (€36.8bn).

For food and drink businesses looking to tap into the healthy ageing trend – whether launching new products or building on the success of existing SKUs – identifying the right opportunity is key.

Here are four of the biggest, showing how healthy ageing is expanding from skincare and supplements into food and drink consumers can enjoy.

What's driving the healthy ageing trend in food and drink?

The healthy ageing, or longevity, trend is fuelled by rising ageing population numbers, increased prevalence and awareness of chronic conditions, as well as interest in preventative health.

1. Metabolic health edges into the mainstream

Not so long ago, metabolic health was a priority for diabetics – and diabetics alone. But today, in the age of GLP-1 weight-loss drugs and blood glucose monitors, metabolic health is edging towards the mainstream.

The term broadly describes how well the body processes food and turns it into energy, while keeping blood sugar, fats and inflammation within healthy ranges. Supporting metabolic health can help lower the risk of obesity, diabetes and cardiovascular disease.

A growing number of consumers are aware of metabolic health, and experts expect that awareness to grow. Mark Boyd-Boland, partner at L.E.K. Consulting, for one, already sees metabolic health moving into the mainstream.

So where’s the opportunity for food and drink? Boyd-Boland sees the potential for everyday products – from waters to teas, snacks, through to breads and cereals – to be enhanced with protein, fibre, and other micronutrients, all under the “overarching theme” of metabolic health.

2. Ageing well becomes cross-generational priority

The healthy ageing trend once targeted ageing consumers. That makes sense, it’s in the name. But these days, that dynamic’s changing, with the term “healthy longevity” helping to expand focus across the lifespan.

In terms of marketing and positioning, L.E.K’s Boyd-Boland sees a big opportunity for brands to transcend age group cohorts. To achieve this, he suggests products directly link to outcomes and claims relating to consumer needs that similarly transcend age groups, whether that’s strength, resilience, or vitality.

“Muscle preservation and strength are becoming cross-generational priorities,” says the L.E.K partner. Although rooted in sport and fitness, he’s observed the trend broaden – linking the concept of “ageing well” with consumers aged well before middle age, from the age of 30.

That’s interesting for brands that previously may have centred marketing and positioning around specific generations, be it Millennials, Gen X or Boomers. A cross-generational approach could mean reaching more consumers with the same marketing and packaging outlay – broadening appeal with the same level of investment.

3. The category with the biggest opportunity?

A quick look at the products already on the market with healthy ageing appeal suggests there’s one category that’s leading the charge.

Beverages can be easily and regularly incorporated into part of a healthy, balanced diet. For consumers, the biggest win is it reduces the need for separate supplementation. And for business, it’s the focus on frequent consumption.

“Product categories best positioned to capitalise on this trend are those that support frequent consumption from both a product and pricing perspective,” explains Boyd-Boland. They need to offer fortification without compromising taste or familiarity, he adds, and already have established health credentials in the eyes of consumers.

Beverages fit the bill. They’re generally accessible from a pricing standpoint, and consumers are already familiar with the concept of functional drinks. Traditional sports drinks are a case in point.

Applications are broad, says the L.E.K partner, and can include electrolyte-enhanced functional waters; fibre-infused and low or no sugar options; dairy alternatives with added fibre or prebiotics to support gut and metabolic health; products fortified with proteins and vitamin D to support muscle and bone health; and teas. Green tea in particular can help support metabolic health, while herbal teas more broadly are linked to inflammation and digestion.

4. Baked goods and cereals show real promise for growth

For some of the same reasons the beverage category shows significant opportunity for healthy ageing, so too do baked goods and cereals. Consumers don’t want to compromise on taste or functionality, and these categories – like many beverages – already have perceived health credentials.

Importantly, too, they don’t need to fight for a position in daily consumption habits. Baked goods and cereals are already part of many consumers’ daily diets.

The increased focus on fibre consumption is helping, too. “There remains a widespread need for increased fibre intake to support metabolic health, heart health and blood sugar regulation,” says Boyd-Boland. And as with beverages, scalability opportunities within the categories are broad – including higher-fibre breads and sourdoughs with perceived “clean” ingredients. These, says Boyd-Boland, present clear opportunities to support gut health.

Breakfast cereals with elevated fibre, reduced sugar and higher protein content can support metabolic health, while snack bars – particularly fibre-forward options – address gut health and satiety. “These have knock-on benefits for weight management,” he says.

But it’s not all conventional beverages, baked goods and cereals best suited to a “healthy ageing” glow up. Yoghurts, shakes and soups are also well-placed to be protein-forward, suggests Boyd-Boland. “They can link strength and muscle health, and more broadly, fortified dairy and cereals are also likely to have a role in connection with bone health and heart health.”