Seizing the โ€˜window of opportunityโ€™ for aging well

The talk highlighted the shift towards proactive health managementโ€”or โ€˜well-agingโ€™โ€”and the need for brand’s to focus on holistic solutions.ย 

Manfred Eggersdorfer, professor in healthy aging at the University of Groningen in the Netherlands, toldย attendeesย that it is important to seize the โ€˜window of opportunityโ€™ for delivering prevention strategies to promote a healthy life.ย 

โ€œWe’re fortunate to enjoy high life expectancy, with averages of 79 years for males and 84 years for females in the European Union,โ€ he said. โ€œHowever, the increase in life expectancy comes with challenges, as there’s a growing concern about the rise of ill health alongside longer lifespans.โ€

As many people are deficient in essential nutrients, he explained that it is crucial to address these issues by promoting healthier lifestyles and ensuring optimal nutrient intake before consumers age past the point of being able to reap the benefits.ย 

And with younger individuals showing interest at an earlier age, this window of opportunity may be growing, Aagam Shah, market analyst at Innova Market Insights, added.

This can be in part attributed to the reframing of healthy aging, with Mintel identifying โ€˜age reframedโ€™ as aย top consumer trend for 2024โ€‹.โ€‹ย This involves dispelling outdated stigmas about growing older to instead concentrate on consumer interest in extending healthy years.

Protein intakeย โ€‹

Shah noted ย McKinsey insights revealing that consumers are more likely to respond when products are shifted away from the aging process itself to specific aspects of longevity such as enhancing fitness.



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