With snacking innovation, the spotlight often shines on Gen Z's preferences. However, the global population's future demographic makeup, characterised by many older consumers, presents an unmissable opportunity that cannot be overlooked.
By 2030, the World Health Organisation predicts that one in six consumers will be over 60. This demographic is set to double to a staggering 2.1 billion by 2050. Despite this, brands have traditionally bypassed marketing efforts targeting older consumers, perpetuating myths such as their aversion to new experiences, inactivity, lack of tech-savviness, and frugality.
It's time to dismantle these outdated stereotypes, asserts Mintel Trend "Thriving With Age," and usher in a new era for this cohort, referred to as 'active agers.' These individuals are rewriting the script by embracing a dynamic lifestyle, and it's our mission to provide them with irresistible snacks that fuel their active and health-conscious lives.
Reimagining the Potential for Older Consumers
While older consumers may be unfairly depicted as seniors with grey hair, frailty, and sedentary habits, the 'active agers' demographic is emerging as a formidable force. These consumers are determined to maximise their years in a robust, healthy state; and willing to invest in products and services that empower them to overcome the challenges along this journey.
Brands possess an invaluable opportunity to tap into the potential of older consumers. However, this necessitates breaking free from the mould of conventional myth. By tailoring snacks to cater to older consumers' preferences while keeping the 'active agers' in mind, a new vista of possibilities unfolds, engaging a previously untapped consumer base.
Exploring Novel Experiences
Surprisingly, 51 percent of UK consumers aged 65+ expressed a desire to explore new experiences in the upcoming year. Contrary to common assumptions, this age group seeks novelty, paving the way for creative offerings to capture their attention.
Shifting the Snacking Paradigm for Older Consumers
Mintel's research illuminates a pivotal insight: Older consumers meticulously plan their snacking, viewing it as a delightful interlude between meals rather than a hurried replacement. Brands are encouraged to reimagine how they communicate about on-the-go snacks for this demographic. Rather than focusing solely on portability, brands can present share packs and portion packs as solutions to help older consumers maintain the freshness of their snacks.
In Australia, for instance, Arnott's Tim Tam Original Chocolate Biscuits have perfected this approach, featuring individually wrapped biscuits in a resealable 162g pack.
Nurturing Wellness Goals with Quality Ingredients
Research from Mintel emphasises that health ranks high on the priority list for older consumers. They lean towards products with quality ingredients, emphasising health over fleeting social media appeal. Distinguishing older consumers from Gen Z, whose snack preferences often lean towards indulgence.
By highlighting ingredients contributing to sustained fitness and vitality, brands can appeal to the 'active agers.' Prozis Chocolate-Hazelnut Flavoured Protein Snack Bar in Italy and Happilo 100 percent Natural Premium California Almonds in India stand as prime examples of products that underscore their suitability for maintaining an active lifestyle, resonating with this health-conscious demographic.
In an industry often consumed by trends, it's time to reframe the narrative and welcome 'active agers'. As brands cater to the desires and preferences of this diverse and vibrant demographic, they not only cultivate a loyal consumer base but also contribute to a paradigm shift in the snacking landscape.
