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What’s hot for health-conscious older people

Healthy ageing is emerging as a food and drink opportunity in 2019. Preparing for a longer, healthier lifespan is particularly relevant as consumers view health and wellness as a holistic, proactive and ongoing pursuit.

This is one of the findings in the Mintel Global Food & Drink Trends 2019 report, highlighting the importance of self-care, a habit identified in Mintel’s 2018 trends report.

Food and drink manufacturers can look to the beauty and personal care industry for inspiration for healthy ageing product development that is centred around positive language across life stages and age demographics, rejects terms like ‘anti-ageing’ for its negative connotations, and addresses longevity-related health concerns.

With more consumers taking an active interest in their long-term health, expect to see more ‘nootropics’, a broad group of supplements like L-theanine, B-vitamins, choline and omega-3s that claim to enhance brain power, focus, alertness and general wellbeing.

As consumers seek food and drink products that reduce inflammation, more products will feature ginger, turmeric, green tea extract and medicinal mushrooms in 2019, supporting diets such as the MIND diet and Whole 30.

The Mediterranean diet and its focus on fruit, vegetables, fish and olive oil will also increasingly appeal to consumers who are concerned about brain health.

Download the full report here.

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